O hiperdesempenho e o design de si: uma análise do coaching executivo

Abstract

In contemporary times the imperatives of an aesthetic of hyper performance sedimented by globalization, neoliberalism and consumption, overflow. It is a culture made explicit in the “doit-yourself” slogans. The individual seems to be hostage to the logic of the successful subject, that is, only the most competent and well-trained can find a place in a demanding market of adequacy continuous, re-updating and emotional skills. In this context, this research comprises the semiotics implied in the current phenomenon executive coaching. We analyze in the empirical field the series of training videos of the master coach Paulo Vieira, transmitted on Youtube. Throughing this material we seek to also understand how coaching produces the selfdesign and the aesthetics of hyperperformance from the perspective of the authors Maurizio Lazzarato with the individuated subject/entrepreneur of the self, expressive capitalism and the production of worlds; Gilles Lipovestky, with his premises of the aestheticization of the world and the ethos of lightness; Byung-Chul Han with the performance society, free project of selfcoercion and psychopolitics. In fact, executive coaching acts as an aesthetic operator and, therefore, a vector of subjectivation, feeding on schemes centered on the powers of the individual, tracing a set of self practices that form a way of life, that is, by introducing the coaching of life.