Comment ne pas etre "pigeonholed"; l'ethos entrepreneurial (Como não ser um pombo engaiolado; o ethos empresarial)

Dominique Maingueneau

doi:10.22481/el.v18i3.7942

Authors

Dominique Maingueneau Paris-Sorbonne University (Paris IV / France) https://orcid.org/0000-0001-8907-218X

DOI:

https://doi.org/10.22481/el.v18i3.7942

Keywords:

Collective ethos; "Entrepreneurial spirit"; Incorporation.

Abstract

From a discourse analysis perspective, this article addresses a collective ethos that is particularly important in the contemporary world: the "entrepreneurial" ethos that is supposed to animate the most prestigious and dynamic actors of the economy, especially those working in the world of start-ups. The presentation is based on the study of three texts (a daily newspaper, an advertisement for a school, a magazine for executives) which are part of the media representation of this ethos and whose target audience belongs to the business world. The analysis is based on the English term "pigeonholed", which characterizes the anti-ethos that the good entrepreneur must reject at all costs. It is based on the prescriptive discourse of management consulting professionals, who shape the discourse shared by all the players in this world. The study leads to a reflection on the affinities between religious and economic discourse with regard to the incorporation of ethos.

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Author Biography

Dominique Maingueneau, Paris-Sorbonne University (Paris IV / France)

Dominique Maingueneau is professor of Linguistics at the University of Paris-Sorbonne. He is attached to the STIH team ("Meaning, Text, Computing, History"). His work has mainly focused on French linguistics and discourse analysis. He has published numerous works in the latter discipline since his Initiation aux methods de analyze du speech (1976); he co-edited the Dictionary of Discourse Analysis (Paris, Seuil, 2002). It is part of the French tradition of discourse analysis, favoring the contributions of Michel Foucault, pragmatics and theories of linguistic enunciation. He is currently interested in political discourse and "constituent discourse" (philosophical, religious, scientific, literary ...), these discourses which ultimately legitimize all the practices of a society.

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