2022-10-042022-10-042022-08-22SILVA, G. M. A. Seja seu próprio chefe: uma análise da produção e da recepção do discurso publicitário empreendedor dirigido a entregadores de aplicativo. 2022. 218 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2022.http://repositorio.bc.ufg.br/tede/handle/tede/12340This study aims to know and analyze how the production and circulation of meanings of the discourse on entrepreneurship carried out by delivery applications in the dissemination of the platform for attracting new delivery people takes place, through a discursive analysis and in-depth interview with recipients of this speech. The purpose is to understand how the communication established by the application is built through a liberal ideology of individual success and the use of algorithms, and is re-signified by the couriers who are linked to it. Thus, it will be possible to deepen knowledge about the strategies of elaboration and reception of this advertising discourse in the context of the platformization of work, a phenomenon that, characterized by the precariousness of labor rights, has been gaining ground in contemporary societies, in addition to reflecting on the impact of the discourse of entrepreneurship. in the conditions of citizenship of these workers.Attribution-NonCommercial-NoDerivatives 4.0 InternationalPlataformização do trabalhoDiscurso publicitárioEmpreendedorismoPesquisa de recepçãoPlatformization of workAdvertising speechEntrepreneurshipReception surveyCIENCIAS SOCIAIS APLICADAS::COMUNICACAODissertação