NO-VALUE GENERATION? SUCCESS IS AN 'EXACT SCIENCE' THAT EVERYONE CAN LEARN!/GERACAO SEM VALOR? O SUCESSO E UMA CIENCIA EXATA QUE TODOS PODEM APRENDER

• Published in: Revista de administração Mackenzie 2018-03, Vol.19 (2)
• Main Authors: Prates, Rodolfo G.S.P.G, Santos, Isabela L, Ma, Couto, Felipe F
• Format: Article
• Language: Spanish
• Subjects: Analysis; Blogs; Entrepreneurs
• ISSN: 1518-6776
• DOI: 10.1590/1678-6971/eRAMG180088

Purpose: The general objective is to critically analyze the ideologies and constructions of management ideology in the Internet blog called Geracao de Valor (Generation of Value), behind the discourse of success. Originality/value: The pop-management phenomenon has been widespread in the Brazilian context. It leads individuals to look for formulas of excel and achieve success as entrepreneurs. One of the disseminators of this ideology has been Geracao de Valor. This article innovates when dealing with thematic without prima donna behaviors or fanciful romanticism. Design/methodology/approach: This article aims to analyze texts available on Geracao de Valor through critical discourse analysis (CDA). Findings: We conclude that the voice of the businessman and blogger Flavio Augusto da Silva is nothing more than one of several voices, including in administration, that seek to defend the cult of personal victory and disdain for the collectivist practices of social organization. This kind of analysis is still scarce in this field of study, as they require enriched readings of the text in terms of context and intertextuality. Critical analyses contradict hegemonic visions and sharpen the reader's critical sense. Also, they are useful in highlighting the cult following that Administration has been receiving by the media. KEYWORDS Management. Ideology. Power. Critical Discourse Analysis. Critical Theory. Objetivo: O objetivo geral e analisar criticamente, por tras dos discursos criados em torno do sucesso, as ideologias e construcoes do management no Blog "Geracao de Valor". Originalidade/relevancia: O fenomeno Pop Management tem sido popular no contexto brasileiro. Nele, os individuos buscam formulas para se sobressair e ganhar seu lugar de sucesso como empreendedores. Um dos disseminadores dessa ideologia tem sido o blog "Geracao de Valor". Este artigo inova ao tratar da tematica sem estrelismos e fantasiosos romantismos. Principais aspectos metodologicos: Este artigo busca, por meio da Analise Critica do Discurso (ACD), analisar alguns textos do Blog Geracao de Valor. Sintese dos principais resultados: Percebemos que a voz de Flavio Augusto nada mais e do que uma das varias vozes que buscam defender, inclusive no campo da Administracao, o culto a vitoria pessoal e o desdem as praticas coletivistas de organizacao social. Analises desta natureza ainda sao escassas no campo, pois demandam leituras enriquecidas do texto em relacao ao contexto e a intertextualidade.