El emprendedor como artista y la mercantilización de la vida. Realismo y utopía del ethos neoliberal publicado por La Nación
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Facultad de Ciencia Política y Relaciones Internacionales
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El presente trabajo estudia un conjunto de características definitorias del ethos neoliberal que se cristaliza en la figura del “emprendedor”, según este último es puesto en escena por el diario argentino La Nación, en una serie de notas que el propio periódico agrupa como pertenecientes al tema “emprendedores”. El análisis y codificación de una muestra (por saturación) del universo compuesto por dichas notas permite aprehender las particularidades de –lo que con Boltanski y Chiapello cabe llamar– la “crítica artística” que el neoliberalismo le dirige al capitalismo del período de posguerra, narración en la cual el emprendedor aparece como una suerte de artista bohemio. Pero se trata de uno que, en lugar de rechazar la mercantilización generalizada, hace de ella la vía única para alcanzar un modo de vida auténtico, creativo y autónomo. Más aún, brinda su apoyo cultural a la expansión de la lógica mercantil, al legitimar su extensión al conjunto de las manifestaciones vitales. Dar cuenta de esa crítica, de la promesa contenida en la figura del emprendedor artista, a la vez que se aprehende su faceta ideológica, es el objetivo de este artículo.
This paper studies a set of defining characteristics of the neoliberal ethos that is expressed in the figure of the “entrepreneur”, as the latter is staged by the Argentine newspaper La Nación, in a series of notes that the journal itself groups as belonging to the theme “entrepreneurs”. By analyzing and coding a sample (by saturation) of the universe composed of these notes, this paper apprehends the particularities of – what Boltanski and Chiapello call – the “artistic critique” that neoliberalism addresses to the capitalism of the post-war era. A narrative in which the entrepreneur appears as a sort of bohemian artist. But one who, instead of rejecting the generalized commodification, makes it the only way to achieve an authentic, creative and autonomous way of life. Moreover, it provides cultural support to the expansion of this mercantile logic, legitimizing its extension to all spheres of life. Thus, the objective of this paper is to capture such critique, together with the promise contained in the figure of the entrepreneurial artist and, at the same time, to catch its ideological face.
This paper studies a set of defining characteristics of the neoliberal ethos that is expressed in the figure of the “entrepreneur”, as the latter is staged by the Argentine newspaper La Nación, in a series of notes that the journal itself groups as belonging to the theme “entrepreneurs”. By analyzing and coding a sample (by saturation) of the universe composed of these notes, this paper apprehends the particularities of – what Boltanski and Chiapello call – the “artistic critique” that neoliberalism addresses to the capitalism of the post-war era. A narrative in which the entrepreneur appears as a sort of bohemian artist. But one who, instead of rejecting the generalized commodification, makes it the only way to achieve an authentic, creative and autonomous way of life. Moreover, it provides cultural support to the expansion of this mercantile logic, legitimizing its extension to all spheres of life. Thus, the objective of this paper is to capture such critique, together with the promise contained in the figure of the entrepreneurial artist and, at the same time, to catch its ideological face.
