Faça o que você ama? O consumo do trabalho adjetivado e a startup 99Jobs

The paper discusses the symbolic consumption of what we call "adjectival labour" (as creative or affective) - which is part of a hegemonic grammar of the world of work - considering the work as a human activity and from the capitalist mode of production. We understood the communication instance about labour as a revealing instance of the contradictions of communication and production processes and we seek to understand, then, the circulating discourses in the startup of the site 99Jobs, whose slogan is "do what you love."