Pedagogizacja medialna i wzór „przedsiębiorcy samego siebie”

Abstract

This paper presents the relation between the media educationalization and the realm of knowledge on which the so-called human resources management is to be based. The characteristics of the art of management are considered as manifestations of a broader phenomena the governmentality in the sense of Michel Foucault. The concept of the entrepreneur of himself, which was developed in The Birth of Biopolitics, constitutes a point of departure for further empirical investigation. The paper is based on the study of a broadcast of Strefa szefa (TOK FM radio) and it accounts for the analysis of the knowledge transfer in terms of media educationalization related to the reproduction of the image of the entrepreneur of himself. There are the main themes of media educationalization in contemporary entrepreneurship highlighted. The study also indicates relations between four formal types of communicated knowledge. According to the thesis advanced in this paper it is already since the beginning XXth century that prospects of the knowledge-based economy constitutes an intrinsic element of entrepreneurial discourse. Apart from its specific features, the current entrepreneurial public discourse consists of a wide range of aspects making him quite similar to those known from the era of scientific management.