Resumo

POSADA-MORALES, Juan-Esteban. The Psychological Imperatives of Business Management in Medellín through the Magazine Temas (1941-1948). Hist. Soc. [online]. 2021, n.41, pp.269-292.  Epub 29-Jul-2021. ISSN 0121-8417.  https://doi.org/10.15446/hys.n41.89098.

This article will analyze the imperatives of a psychological discourse that as a collective imaginary and as a new culture was proposed to face the economic, social and subjective challenges of some natives of Medellin in the mid-twentieth century. At the same time, the type of personality that was promoted through "business management of the self" will be analyzed, and how, through the magazine Temas de Medellín (Colombia), the forms and values associated with the processes that promoted a new way of "being in the world" began to become explicit. The objective of this type of story was to promote entrepreneurship, individualism, well-being, work, "race", business, commerce, happiness, company culture, self-worth, spirit management amidst the greed for material goods and wealth, personal development, the power of the mind over the body and spirituality as the values, emotions and pleasures associated with the economy of production and consumption. The text analyzes the values of this type of emerging capitalism as the synthesis of all human aspirations and as the most voluptuous capacity of the citizens of Medellín at that historical moment. For this, the periodic publication Temas is examined, and it is concluded that through educational strategies a social memory was generated for the business profile based on success and class privileges centered on the accumulation of material and human capital, which led to a specific form of social classification summarized under the category of "business management".

Palavras-chave : business management; corporate culture; economic anthropology; work psychology; cultural history; newspaper publication; ethos antioqueno; Medellin; twentieth century.

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