Vender a si mesmo e a sua verdade: o processo de empresarização do eu dos músicos produtores de conteúdo digital

Abstract

In this work, we start from the understanding of the entreprisation process as a totalizing phenomenon that promotes the generalization of the enterprise idea in all tissues of the society serving, amongst other aspects, as a referent utilized by individuals to invent, narrate and shape themselves (SOLÉ, 2004; ABRAHAM, 2006; RODRIGUES, 2019; ROSE; 1996). We understand that, with the intensification given by neoliberal ideology (FOUCAULT, 2004; LAVAL & DARDOT, 2009) and the emphasis on selfishness and individualism as values proper to modernity (ROSE, 1998), the self starts not only to be shaped by these traits, but also by entreprise’s values and assumptions. Thus, through what Rose (1996) calls the genealogy of subjectivity, the self is shaped by the enterprisation process, constituting what we call the enterprisation process of the self. To analyze how this process takes place, we interviewed 7 content creator musicians who work with social networks (Instagram, Youtube and TikTok). Through the analysis of the trajectories and the everyday of these interviewees, we can identify that they are shaped over time by traits and values such as entrepreneurship, self-sales, discipline and guilt for leisure, which are some of the elements identified throughout the analysis. Finally, it is clear that the way they perceive themselves in the current music market is superimposed by several assumptions that refer to the entrerprise logic.