De post em post: a construção do empresário de si endividado

Abstract

This study investigates the construction of the indebted entrepreneur of oneself on digital social networks, based on the analysis of posts by influencers who address entrepreneurship and debt management. The aim was to understand how discursive practices and online narratives shape subjectivation modes that associate autonomy, self-management, and indebtedness. The methodology was based on content analysis of selected Instagram posts, focusing on profiles that approach indebtedness from a self-management and individual responsibility perspective. The results indicate that, in this space, the figure of the indebted entrepreneur of oneself is constructed as someone capable of transforming the problem of debt into an opportunity for personal reinvention and overcoming, internalizing discourses of motivation and self-improvement strategies. The research contributes to the debate on the subjective implications of entrepreneurship in contemporary times, especially in contexts marked by the financialization of life and the centrality of digital media in the production of meaning about oneself and the world.