Resumo

This study explores the effects of managerialist discourse disseminated through memes on social media by educational organizations specialized in public service exams. It focuses on the civil servant-exam candidate, examining the interplay of consumption, liquidity, instability, and managerialist influences on their subjectivity. The study highlights the tension generated by managerialist management mechanisms found in the discourses disseminated through memes on social media platforms. A cartographic methodology is adopted in cyberspaces to understand the process of subjectivation.

The present study examines the dissemination of managerialist discourse through memes on social media platforms by educational organizations and its impact on the subjectivity of public exam candidates. The research aims to analyze the construction of beliefs and ideas surrounding public exam approval within the framework of managerialist discourse, explore the role of memes in the dissemination of this discourse, investigate the extent to which candidates reproduce the ideologies inherent in managerialist discourse, and examine how these ideologies influence their behavior.

The literature highlights the influence of neoliberalism on subject formation (Klaus, 2017; Arruda et al., 2019), with workers aligning their subjectivity with capitalist goals and succumbing to seductive management strategies (Gaulejac, 2007; Dardot & Laval, 2016). Managerialism exerts control over subjectivities and permeates social life (Arruda et al., 2019). Public service exams are influenced by managerialist ideologies (Fontainha et al., 2014; Rocha, 2019). Memes amplify managerialist discourse and engage the public (Shifman & Thelwall, 2022).

This study adopts a qualitative approach, specifically the cartographic method by Deleuze and Guattari (1995), to explore complex phenomena in organizational studies. Data collection involves analyzing memes from educational organizations on social media platforms. The cartographic steps applied in cyberspaces provide a comprehensive examination of the effects and propagation of managerial discourse. A critical analysis uncovers ideological characteristics within the discourse, offering insights into social, economic, and cultural dynamics.

The analysis of four memes explores their persuasive power in shaping students' aspirations for public exam success. Memes depict financial prosperity, luxury, and power, appealing to desires and motivating determination. Comments and analysis reveal the influence of memes on students' mindset, fostering purpose and determination in their pursuit of success. The memes highlight the allure of approval, emphasizing the benefits of succeeding in public exams and creating a sense of community among followers who share similar aspirations and experiences.

The cartographic analysis reveals the influence of managerialist discourse propagated by educational organizations on the beliefs and aspirations of public exam candidates. Memes play a significant role in disseminating this discourse, appealing to students' emotions and motivations. The analysis uncovers the ideological characteristics embedded in the discourse, highlighting the adoption of a productive and instrumental lifestyle and the prioritization of approval above all else. The existence of an ideology of approval is suggested.

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