The thesis deals with the extension of neoliberal ideology to social media. It deals specifically with the subculture of microentrepreneurs, which are divided into two groups; those who sell a lifestyle and those who sell their products. Both groups use neoliberal discourse for their promotion. The thesis demonstrates that neoliberalism creates a new ideological discourse that supports entrepreneurship, and that entrepreneurship is more fulfilling than other forms of work. First, ideology is spread through a participatory communication model, where viewers can also participate in the creation of the discourse. It is not being disseminated by authorities, but rather by successful people. Second, neoliberalism attributes success to the internal qualities of individuals rather than their life circumstances. This is reflected in the discourse. Third, in justifying its priorities, neoliberalism relies on the promise of self-actualization and the achievement of a desired aesthetic of life. We also find that work in neoliberalism is increasingly precarious, fragmented and devalued. Workers are therefore looking for more stable and happier options. Neoliberalism offers them in the form of microentrepreneurship. It should not go unnoticed that microentrepeneurship is also a form of precarious work, but neoliberal discourse presents it as something else – an ethic of self-actualisation. The ideological discourse is illustrated with semiological and discursive analysis of sample posts.
|
