The production of entrepreneurial youth in business media

discourse, entrepreneurial culture and inspiration

Authors

  • Vander Casaqui Universidade Metodista de São Paulo. São Bernardo do Campo – SP, Brazil , Universidade Metodista de São Paulo. São Bernardo do Campo – SP, Brasil , Universidade Metodista de São Paulo. São Bernardo do Campo – SP, Brasil https://orcid.org/0000-0001-7823-9861 (unauthenticated)
  • Juliana Doretto Pontifícia Universidade Católica de Campinas. Campinas – SP, Brazil , Pontifícia Universidade Católica de Campinas. Campinas – SP, Brasil , Pontifícia Universidade Católica de Campinas. Campinas – SP, Brasil https://orcid.org/0000-0003-3078-2165 (unauthenticated)

DOI:

https://doi.org/10.1590/1809-58442022117pt

Keywords:

Youth, Inspiration culture, Entrepreneurship, Discourse, PEGN

Abstract

The magazine Pequenas Empresas, Grandes Negócios (PEGN), published by Globo, is a business media, which defines itself as “the largest and most important community of entrepreneurs in Brazil”. This work aims to investigate the conceptions of entrepreneurial youth present in texts published on the vehicle’s website, in 2018 and 2019. Through Discourse Analysis, we identified three major semantic axes, which structure the narratives. They show the youth as an entrepreneur who inspires society; as the one in which we should invest, so that the country can develop through its entrepreneurial actions; and the one who transforms youth into an enterprise. Such representations are presented most of the time as cases of success, or, when errors appear, they serve to the entrepreneurial pedagogy. The goal, in all of them, is to unify Brazilian youth by the entrepreneurial ethos.

Author Biographies

  • Vander Casaqui, Universidade Metodista de São Paulo. São Bernardo do Campo – SP, Brazil, Universidade Metodista de São Paulo. São Bernardo do Campo – SP, Brasil, Universidade Metodista de São Paulo. São Bernardo do Campo – SP, Brasil

    Professor of the Graduate Program in Social Communication of the Methodist University of São Paulo (Umesp), São Bernardo do Campo – SP, Brazil. PhD in Communication Sciences at University of São Paulo, with Post-Doc at New University of Lisbon. Productivity scholarship in research at CNPq –Level 2. Scholarship of the São Paulo research foundation (Fapesp), process # 2019/14365-7. He has co-organized the books “Discurso y Comunicación / Discurso e Comunicação” (Clacso, 2014); “Estéticas midiáticas e narrativas do consumo” (Sulina, 2012); “Trabalho em publicidade e propaganda: história, formação profissional, comunicação e imaginário” (Atlas, 2011).

  • Juliana Doretto, Pontifícia Universidade Católica de Campinas. Campinas – SP, Brazil, Pontifícia Universidade Católica de Campinas. Campinas – SP, Brasil, Pontifícia Universidade Católica de Campinas. Campinas – SP, Brasil

    Professor of the Graduate Program in Languages, Media and Arts of the Pontifical Catholic University of Campinas, Campinas – SP, Brazil. PhD in Communication Sciences at New University of Lisbon. She is the author of “Pequeno leitor de papel: um estudo sobre jornalismo para crianças” (Alameda, 2013). Awarded as Jornalista Amigo da Criança (Andi – Comunicação e Direitos).

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Published

2022-12-05

Issue

Vol. 45 (2022)

Section

Articles

License

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How to Cite

The production of entrepreneurial youth in business media: discourse, entrepreneurial culture and inspiration. Intercom - Brazilian Journal of Communication Sciences, São Paulo, v. 45, p. e2022117, 2022. DOI: 10.1590/1809-58442022117pt. Disponível em: https://revistas.intercom.org.br/index.php/revistaintercom/article/view/4310. Acesso em: 17 jul. 2026.