A RolêFeira em Araraquara (SP): trabalho criativo, empreendedorismo e movimento social

Abstract

The aim of this study was to understand how creative entrepreneurs who are inserted in a creative fairs context perceive themselves and the work done by them, what desires and affections they are triggered about, to what extent they employ their subjectivities and values in their work results, and how they justify entrepreneurship. Transformations in the work culture instrumentalized by neoliberal rationality, by stimulating creative action and entrepreneurial discourse, corroborate the construction of these "self-entrepreneurs" figure, inserted in the so-called creative economy. The RolêFeira, a creative fair that takes place in a public area in the city of Araraquara-SP, was used as an object of study. Based on observations with interviews with women who organize the Rolê collective group and other exhibitors who participate in the same fair, it was possible to collect data that helped to answer questions about the way individuals incorporate the entrepreneurial discourse and its power of action against the capital reproduction mode imperatives. In accordance with the "new spirit of capitalism", work becomes the life project of the individuals who see it as a way to meet their subjective needs and to allow them to live their lifestyles and identities, even at the cost of carrying risks contained in the autonomous work and loss of labor rights.