“Mulher” de negócios no discurso do empreendedorismo: a liberdade em condições de subalternidade

Abstract

This thesis analyzes SEBRAE's discourse on corporate business women in the development of their practices, projects, publicity pieces and awards from women entrepreneurship. The present study aims to identify FDEF as a constitutive space of convergence, divergence and silence among these women. The research was based on the theoretical and methodological assumptions of Discourse Analysis (AD) of French origin, affiliated to Pêcheux, and Psychoanalysis for the understanding of the effects of the discursive materiality of SEBRAE on the "woman" of business. It is argued that the inter-discourse relations of SEBRAE on the "woman" of business, about female entrepreneurship, contribute, ideologically and unconsciously, to the constitution of hegemonic discourses that elect contemporary female entrepreneurship as the only possible model of wealth generation , freedom and lack of effort of the woman's suffering. From these concepts, the training course of the female subject is emphasized, understanding the ideology as determined by the class struggle, and desire, lack, and the other as determinant (unconscious) between their relations. Based on the analysis of 16 discursive sequences about women recognized and awarded a digital version on the page of the SEBRAE Mulher de Negócios (PSMN) Award, we can see how the representation of the "woman" of business is built, with the certain postures and the mobilization of sayings, some materialized and others silenced by publicity. Contradiction is seen as the predominant tone of the trajectory, which occurs with the normalization of meanings, homogenization of behaviors, relating women to commodities, so that in the process of overcoming, they have to undergo adverse family conditions before reaching professional success until they can break away and achieve their emancipation.