Resumen

CASAQUI, Vander. The social transformation in the discourse of the Brazilian social entrepreneur scene: communication processes and convening regimes in digital media. univ.humanist. [online]. 2016, n.81, pp.205-226. ISSN 0120-4807.  https://doi.org/10.11144/Javeriana.uh81.tsnd.

In this study, derived from a postdoctoral research on the subject of social undertaking, a discourse analysis of Brazilian projects and their presence in digital media was developed. The problem posed by this research is: What are the meanings of social transformation, commitment and citizen participation from the perspective of social undertaking discourses in Brazil? We discuss the nature of a change determined by the 'sustainability' of projects, opposed to a business vision and the vocation towards the "common good"; and we analyze society projects articulated around the figure of the social entrepreneur. The theoretical framework is focused on the new spirit of capitalism, the entrepreneurial culture and the semantic field of social undertaking. The treatment of the corpus of this research is based on the discourse critical analysis proposed by Fairclough (2001).

Palabras clave : social undertaking; communication and discourse; social transformation; consumption; entrepreneurial culture; capitalism.

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