De terno, gravata e algemas: o habitus empresarial na literatura erótica e a centralidade da ideia de empresa

Abstract

Starting from the centrality of the company in the world and the influence of business discourses and practices for any form of organizing, we realize how common and appreciated the idea of business has become and the power it can have in the most diverse spaces and fields, reinforcing the generalization of the idea of business and the very process of entrepreneurialization of the world (RODRIGUES E SILVA, 2019). In this paper, we make the effort to think the power of the company through a new theoretical look, associating it with the studies of Pierre Bourdieu in order to understand it as a set of symbols (behaviors, rules, tastes, characteristics, opinions, aesthetics and values), a habitus (BOURDIEU, 1989), which stipulates a certain order, a cultural process typically modern and intensified by neoliberalism, which establishes the way we are in the world, how we relate and identify with the world. Through the process of production and consumption of erotic-enterprise literature, a subfield of erotic literature, we encounter a set of symbols that contribute to consolidate a new corporate habitus and, consequently, intensify the idea of enterprise in our world. This symbolic set was found in data collected from a fictional universe, composed of two works of the said literary niche and their respective scenarios, characters and plots, and also a real universe, observed through the perspective of two female authors of the industry and their respective consumers. Beyond these issues, the data found allowed us to understand that the process of entrepreneurialization, as well as the entrepreneurial habitus itself, which is presented through instruments of division of labor, relations of domination, exploitation, consumption and competition, linked to the idea of equality, freedom and progress, mainly economic, are reinforced and given greater legitimacy when associated with traditional instances of socialization, going beyond the rational aspects and reaching a transcendental level, maintaining a certain social and moral order composed of behaviors and values that consolidate and sustain a set of social positions and the most diverse forms of domination present in the world since antiquity.