What would Karl say? The entrepreneur as ideal (and cool) citizen in 21st century societies. (November 2018)

• Record Type: Journal Article
• Authors: Block, David
• Is Part Of: Language sciences. Volume 70(2018)
• Page Start: 16
• Page End: 25
• Publication Date: 2018-11
• Subjects: Entrepreneur -- Marx -- Capitalism -- Neoliberal rationality -- Critical discourse studies; Linguistics -- Periodicals; Language and languages -- Periodicals; Linguistique -- Périodiques; Langage et langues -- Périodiques; Language and languages; Linguistics; Periodicals; Electronic journals; 405
• DOI: 10.1016/j.langsci.2018.04.006
• Languages: English
• ISSNs: 0388-0001

Abstract

Abstract: In recent years, the entrepreneur has become a key figure in discussions of idealised neoliberal citizenship in capitalist societies around the world. This paper extends on previous discussions of the term, first going into detail about its origin and how it has evolved over time, before examining how Marx eschewed the term in favour of the 'capitalist', framing the latter as a mere functionary in accumulation of capital. The paper then examines and analyses the discursive self-construction of Josef Ajram, a celerity entrepreneur in Spain, focusing on texts produced by him in television appearances, YouTube videos and on his webpage. It highlights how via these and other media he has positioned himself as a role model for young people, and above all, as nonconformist, rebellious and cool. The paper closes with some thoughts on what the phenomenon of Ajram means with regard to the current state of the world.