MÍDIA E MANAGEMENT: A (DES)CONSTRUÇÃO SOCIAL DA IMAGEM DE EIKE BATISTA ENQUANTO EXECUTIVO DE SUCESSO

The intensification of management ideals has contributed to other aspects of daily life, beyond the educational and organizational scope, are built according to the model defined by management. From this perspective, executives stand out in the social imaginary as examples of successful managers and icons of (re) production of lifestyles. In this sense, the objective of this article is to analyze the process of deconstruction of the image of Eike Batista as successful executive from the analysis of the memes about the manifestations of Internet users in the face of the fugitive and the imprisonment situation of the entrepreneur in 2017. Through the French Discourse Analysis of 142 different memes, it is possible to affirm that for many demonstrators the image of Eike Batista as entrepreneur, successful Brazilian executive and/or success case for the Administration is being deconstructed and re-signified as a criminal or anti-hero. However, Brazil's mainstream media still build, associate and convey the image of Eike Batista as a manager, reinforcing the popularization and legitimation of the management culture in the country.