O sujeito discursivizado como empresa no Youtube: trabalho e condições (digitais) de produção

Abstract

The specific analysis material for this essay was chosen from a sequence of courses, offered by the “YouTube Academy”, with the aim of creating, managing and announcing a company associated with the YouTube video platform. Its goal is to examine the ways of imbrication and/or separation between the subject and the company. In order to build the analytical procedures, we delineated the following questions: How are the imaginary forms of the subject (the “self” as identity and individuality) related to the creation and operation of a company on YouTube? How are work and work relations meant in this discursivity? The research is affiliated with Materialist Discourse Analysis, in dialogue with authors who analyze contemporary work relations. The discursive look reaches three regularities: 1) homogenization of the different production conditions in the work of “youtubers”; 2) the discursive parallelism between subject, channel and company (business); 3) a rhetoric of the balance between “professional life” and “personal life”. The material is based on the operation of a search for the saturation of the senses with solutions and courses for each of the stages of the (re)production of this work, for the supposed totality of the process.