INTELIGÊNCIA E SUCESSO COMO SÍMBOLOS DE PODER: DISCURSOS E CONVOCAÇÕES NO MERCADO BRASILEIRO DE EDTECHS

Authors

  • Vivian Silva School of Higher Education in Advertising and Marketing image/svg+xml

DOI:

https://doi.org/10.11606/issn.2176-1507.v28i2p603-622

Keywords:

Edtechs, Corporative education, Symbolic consumption, Discourse analysys, Platformisation

Abstract

Technology, increased connections, and new relations with knowledge have transformed the labor, creating continuous improvement and learning needs. Facing this demand, a new technology-based education startup market has been developed: edtechs. As part of the platform phenomenon, analyzed by Jose Van Djick, Thomas Poell, and Martijin De Wall (2018), these enterprises present consumption dynamics and power relations that combine intelligence and success as signs of prestige (CANCLINI, 1997). In this article, we analyze how this segment structures its products' sales discourses and biopolitical convocations. For this, we present the launch strategies of two free courses offered by G4 Educação and Conquer schools, which reach millions of people on their channels on Instagram and Linkedin.

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References

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Published

16-10-2023

Issue

Vol. 28 No. 2 (2023): Alternative and Popular Journalism

Section

ALCAR Dossier

License

Copyright (c) 2023 Vivian Silva

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How to Cite

SILVA, Vivian. INTELIGÊNCIA E SUCESSO COMO SÍMBOLOS DE PODER: DISCURSOS E CONVOCAÇÕES NO MERCADO BRASILEIRO DE EDTECHS . Alterjor Journal, São Paulo, Brasil, v. 28, n. 2, p. 603–622, 2023. DOI: 10.11606/issn.2176-1507.v28i2p603-622. Disponível em: https://revistas.usp.br/alterjor/article/view/212466. Acesso em: 10 may. 2026.