"19 years old, discontent, and millionaire”: the strengthening of the entrepreneurial ethos in the inspirational narratives of digital influencer Iagor Gonçalves.

Authors

DOI:

https://doi.org/10.31501/esf.v1i32.15321

Abstract

This article aims to analyze the narratives of the digital business infopreneur Iagor Gonçalves and reflect on the strengthening of the entrepreneurial ethos in the media discourses found in the posts on his Instagram profile. Using the Narrative Analysis presented by Jovchelovitch and Bauer (2008), the study shows how the influencer's spectacular inspirational narratives make his social network a motivational space that promotes the idea of accessible and successful entrepreneurship for everyone.

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Author Biographies

Ana Cecilia Gomes de Mattos, ESPM SP

Mestranda do PPGCOM Comunicação e Práticas de Consumo na ESPM SP (2024), Bacharel em Comunicação Social / Publicidade pela PUC RJ (1993), MA em International Business and Management pela University of Westminster (2008). Atua como professora de Marketing Digital no IAB Brasil e na SPDS. Presta serviços de consultoria de comunicação e marketing digital.

MARCIA PERENCIN TONDATO, ESPM SP

Doutora pela ECA-USP. Docente titular PPGCom – ESPM. Líder do GP CNPq CiCO

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Published

2025-05-01

How to Cite

Gomes de Mattos, A. C., & Perencin Tondato, M. . (2025). "19 years old, discontent, and millionaire”: the strengthening of the entrepreneurial ethos in the inspirational narratives of digital influencer Iagor Gonçalves. Esferas, 1(32). https://doi.org/10.31501/esf.v1i32.15321

Issue

No. 32 (2025): Semiótica, Cognição e Comunicação

Section

Artigos livres

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Copyright (c) 2025 Ana Cecilia Gomes de Mattos, Márcia Perencin Tondato

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