The following thesis is based on a case study that deals with the construction of entrepreneurial subjectivity in the reality show MasterChef Slovenia. It is based on media theory about how neoliberalism is reflected in reality television, but focuses solely on the entrepreneurial subjectivity that characterizes the neoliberal work environment. The theoretical part first defines neoliberalism and entrepreneurial subjectivity, and then introduces scholars who argue how reality shows reproduce neoliberal ideology. The empirical part consists of a textual analysis of the seventh season of the cooking show MasterChef Slovenia, which presents examples of how the show convey eight characteristics of entrepreneurial subjectivity: individualism, competitiveness, positive attitude, entrepreneurship, denial of vulnerability, time pressure, neglect of family life and flexibility and risk. In conclusion, I argue that contestants of this reality show act similarly to entrepreneurial subjects in the neoliberal environment and that they propagate this ideology through their statements and actions. The main actors in the reproduction of the entrepreneurial mindset are producers, who create a neoliberal work environment for competitors, in which judges help them reinforce entrepreneurial principles. The reality show gives the contestants a false hope of success as it neglects their economic and social circumstances. The cruel neoliberal conditions in this show neglect morals and ethics and promote a society where profit is most important.
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