Critique of inspiration in the communications processes of cool capitalism

Abstract

This article aims to deal with inspiration as an element that identifies the communicational processes related to the entrepreneurial culture. In this sense, the publicity of the ideals, values, prescriptions of agents identified with entrepreneurship starts from a well-delimited communicational model whosemain function is to inspire, that is, to transform the other, that composes its social auditorium (BAKHTIN, 1997). This desired transformation would ultimately be the promotion of engagement in contemporary capitalism in its most seductive face, which McGuigan (2009) defines as cool capitalism. In summary, we try to discuss the intersections between inspiration, entrepreneurship and neoliberal capitalism, or neoliberal society (according to DARDOT; LAVAL, 2016).