Abstract
This paper aims to situate the study of entrepreneurial culture in the field of communication, based on its problems. Therefore, we deal with the presence of the discourses related to entrepreneurship in the media scenario, as well as we approach the complex communication processes that involves the entrepreneurial activity, through the discourses of its agents and institutions. The notion of inspiration is presented as a central point to the communicational forms that organize the entrepreneurial ideology in its publicity, in a motivational and positive manner.
Keywords
communication and consumption; entrepreneurial culture; social discourse; inspiration