Discursos de sedução como prática gerencialista em startups

Abstract

This dissertation aims to understand how managerialist ideology is (re)produced through seductive discourse in startups, affecting managerial practices and workers’ subjectivity. Grounded in a critical approach, the study is based on the premise that managerial practices are not neutral, but rather embedded in relations of power and control, sustained by persuasive discourses that shape organizational perceptions and behaviors. The research adopts three main theoretical pillars: the representation of startups as hypermodern organizations, the mechanisms of organizational seduction, and the ideology of managerialism. Methodologically, it employs Critical Discourse Analysis (CDA), following Norman Fairclough’s dialectical-relational approach, applying his three-dimensional model (text, discursive practice, and social practice). The empirical corpus consists of publicly available institutional posts from seven Brazilian startups on the social media platform LinkedIn, focusing on topics such as organizational culture, recruitment, and institutional positioning. The analysis revealed that, although promoting an image of innovation, collaboration, and autonomy, startups frequently employ seductive discourses that conceal managerial practices which reinforce control and standardization. Terms such as “passion,” “family,” and “being part of the team” function ideologically to foster subjective and emotional alignment with organizational goals. A dissonance was identified between the discourse and actual practices, marked by demands for high performance, constant availability, and full adherence to organizational targets. It is concluded that seductive discourses function as ideological tools that support the managerialist logic in startups, naturalizing asymmetrical power relations under a rhetoric of modernity and well-being, thus demanding a critical reflection on their ethical and social implications.