NEOLIBERALISM AND THE CONSTRUCTION OF THE CREATIVE SUBJECT

Ultramari, Leonardo Roman; Nazario, Luciano Da Costa; Pacce, Benjamin Dias; Martins, Eduardo Teixeira

doi:10.1590/1807-0310/2022v34250709en

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ARTICLE • Psicol. Soc. 34 • 2022 • https://doi.org/10.1590/1807-0310/2022v34250709 copy

NEOLIBERALISM AND THE CONSTRUCTION OF THE CREATIVE SUBJECT

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract:

This article aims to problematize the position of the “creative subject” category in contemporary times, as well as its relations with the standards established by market practices. Two media discourses were analyzed, one uttered in the Saia Justa (GNT) TV show and the other in a commercial from the Shark Tank (ABC) TV show, both of them focused on creativity and entrepreneurship in the context of the COVID-19 pandemic. The analysis methodology was based on the French approach of Discourse Analysis. The results show a creative subject built from a neoliberal mechanism that (a) discursively silences the inequality-universality contradiction; (b) assigns value to creativity (and to the creative subject) based on the market logic (expenditure and competition); and (c) through the process of interpellation, induces the subject to identify him/herself with this neoliberal Other and regulate his/her creative volitions based on it.

Keywords:
Subject; Creativity; Discourse; Mass Media Communication; Neoliberalism

What can and should be said	The unsaid	What must be silenced
The pandemic, unemployment and the eternal search for the ‘turn around’ moment.	There is an endless struggle of most Brazilians (poor, unemployed, working class etc.) for the sustaining and the possibility of economic upswing.	The neoliberal logics accentuates this situation. The “turn around”, that is, overcoming economic adversities is hardened in Brazil, due to the slavery inheritance and the classes division (e.g. Souza, 2018Souza, Jessé (2018). A classe média no espelho: Sua história, seus sonhos e ilusões, sua realidade. Estação Brasil.).
ONU’s secretary general António Guterres recently reported that the pandemic has already reversed decades of progress in gender equality and women’ s rights. And not only that. Women are in the group that represents an increase in the poverty rate.	Beyond public health issues, the pandemic is also responsible for the retreat of the rights of gender equality acquired in the last decades.	According to Elias (1939/1990)Elias, Norbert (1939/1990). O processo civilizador: Uma história dos costumes. Jorge Zahar. , misogyny is historically impregnated in European Western culture. Therefore, the increase of gender inequality is due to sociocultural values. Moreover, a recent study from the IWO (International Work Organization shows that, regarding gender equality, “the progress has been practically nonexistent since the beginning of the century” (ONU, 2020ONU. (2020, 14 de jan.). Estudo da OIT mostra falta de progresso na igualdade de gênero no mercado de trabalho. ONU News. https://news.un.org/pt/story/2020/01/1700382 https://news.un.org/pt/story/2020/01/170... ).²⁴ 24 Directly translated from the Portuguese quotation by the article’s translator.
The creative economy, right? which already had its glory days, reappears as a possibility to increase the domestic budget.	Creativity is an accessible tool to all and enables profit, regardless of the material and social conditions in which the individuals (and more specifically, women) are found.	There are sustaining social mechanisms of the budget that make the increase of financial gain harder or impossible. Schooling, social class, habitus and so on, act as social variables that directly affect the domestic budget, this one being seen by mass media and by different economists only in statistical and monetary terms (Leite, 2017Leite, Elaine S. (2017). De dispositivo de prescrição às racionalidades cotidianas: O orçamento doméstico e familiar no Brasil. Revista TOMO, 30, 197-226.).
She told us about the importance of creativity to overcome the challenges of the advertising market at that moment.

Associação Brasileira de Psicologia Social Programa de Pós-graduação em Psicologia, Universidade Federal de Pernambuco, Centro de Filosofia e Ciências Humanas (CFCH), Av. da Arquitetura S/N - 7º Andar - Cidade Universitária, Recife - PE - CEP: 50740-550 - Belo Horizonte - MG - Brazil
E-mail: revistapsisoc@gmail.com

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[1] E-mail: leonardo.ultramari@yahoo.com.br

Clippings	Subject-positions	Discursive formations
Whether you’re a small-business owner or just trying to help your family, we’re here with some advice.	You/your We/us	DF1
Don’t look at this times as a setback. Look at them as an opportunity. Start to improve your social-media presence. Improve your website. Do the things that you never had time to do before. Get active.	You/your
This is a true time to reflect on your “why”. Why did you start a business? Why are you working where you’re working? Why are you trying to change people’s lives? Now is the time that your “why” is put to the test.	You/your
These are the times that will make warriors out of entrepreneurs. It will show you what you’re made of. And once you see this through, you’ll build the confidence to know you can get through anything.	You
There’s no end to entrepreneurship in America. Right now, the next giant company is being invented in somebody’s basement.	Somebody	DF2
There will always be some challenge in the world, but true entrepreneurs and survivors know how to adjust and become stronger, and this is what makes us unstoppable.	We/us
When we come out of this, know we will be more united than ever.	We
And when we get to the other side, when we get to America 2.0, we can and will make it a better place.	We