Neoliberalism in Time of Crisis
Brief Report on the Channel "O Primo Rico" (The Rich Cousin) in the Context of the Covid-19 Pandemic
DOI:
https://doi.org/10.23925/2318-5023.2022.n6.e60864Keywords:
Neoliberalism, Mediatization, Internet, Financial education, Covid-19Abstract
The present study intends to analyse the production of the financial education medium O Primo Rico (The Rich Cousin) on YouTube during the year of 2020, aiming at observing how the neoliberal content of the channel was affected by the global sanitary crisis caused by the Covid-19 pandemic. By understanding neoliberalism as the government rationality that brings the subject to existence by means of the principles of the capital, the present context described by some scholars as mediatization has increased the role of the digital means of communication as a tool in the process of building a neoliberal subjectivity in society. The analysis of the production of the vehicle pinpoints a shaped perception concerning the incongruities of the capital that spots, at crisis moments, opportunities for personal moneymaking.
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