Na boca da mídia: o sujeito universitário nas instituições privadas de ensino superior

Abstract

The objective of this research was to investigate how the three private institutions social media of higher education have been operating for the establishment of a singular kind of a university subject. The materiality of the research consisted of investigated the institutional media of three private higher education institutions belonging to the Group Kroton: Anhanguera, Pitágoras and Unopar. The argument of the research is to understand that the pages of facebook and youtube as discursive machines, makes it possible to ascertain the incision these materialities on subjective processes of the higher education student. The methodological procedures of the research were structured from the discourse analysis in the philosopher Michel Foucault perspective. Within this universe of research, he sought on youtube the three institutions published materials from 2008 to 2015. Similarly, there was a survey of posts on facebook, 2011 (year of the creation of the pages of the three institutions) to 2015, focusing on video advertising campaigns, lectures and posts that talked about the university subject. On youtube were analyzed 58 advertising videos, 3 lectures of teachers, 16 videos produced by students or talked about made students. On Facebook were analyzed 157 posts in mapped years. From this first organization and with reference to the analytical process, the research sought to analyze these productions from four elements: subject position, linguistic materiality, reference and associated field function. The methodological task was the description of sparse statements seeking to build a discursive incident unit on the university subject. The first finding was the determination of a subject position key to enter the discursive order. This feature resembles an ethos artist who operates in two ways: as seduction of those students who are outside of higher education and as a discursive determination (assuming that call) to those who are inside. Become an artist! This is the first call. The second point was the possibility of access for all who wish to enter in a space of visibility, recognition and learning of this artistic ethos. This way, it is put into play the possibility of all become artists in this enlightned stage. Thirdly, it was realized that the need for an artistic ethos and the providing of it for all is not a simple movement, being necessary the fight or the battle, of those who want to be visible in the crowd. The fight is nothing more than the provision by these media, of a set of techniques, of self prescribing behavior that determine a way-been closed to the body and the soul. This procedure operates by means of a political technology of learners bodies in order to make them most productive. In conclusion, the research tries to demonstrate how the media of these private colleges have been operating as a pedagogical device that aims to meet the urgency of the neoliberal rationality, being a subject who should appreciate the individuation of each act, be a entrepreneur himself and catch even with a continued struggle aiming success.