Entrepreneurial pedagogy: (re)production of the neoliberal subject, sacralization of suffering and privatization of failure in the narrative of resilience in digital advertising discourse Pédagogie de l’entrepreneur: (re)production du sujet néolibéral, sacralisation de la souffrance et privatisation de l’échec dans le récit de la résilience dans le discours publicitaire numérique Pedagogia do empreendedor: (re)produção do sujeito neoliberal, sacralização do sofrimento e privatização do fracasso na narrativa da resiliência no discurso publicitário digital Pedagogía del emprendedor: (re)producción del sujeto neoliberal, sacralización del sufrimiento y privatización del fracaso en la narrativa de resiliencia en el discurso publicitario digital

This article analyzes the discursive construction of the entrepreneurial performance subject in four digital advertising campaigns produced by Mibanco, with the aim of examining the mechanisms through which corporate advertising shapes regimes of truth, identities, and forms of subjectivation characteristic of neoliberal rationality, operating as a technology of governmentality. Using a critical discourse analysis approach, six macro-strategies are identified that articulate the sacralization of effort, the denial of structural factors or erasure of the crises, the capitalization of affect or intimacy, corporate interpellation, the moralization and normativization of entrepreneurship, and the reciprocal individual responsibility for risk and failure. The results show that these narratives —amplified in highly emotionalized digital environments— configure regimes of truth that naturalize self-exploitation, privatize unrest, and neutralize the collective dimension of the crises, deactivating the possibility of political articulation and systemic criticism. Overall, the study highlights the central role of digital advertising in the production of economic subjectivities aligned with the business-form and underscores the importance of addressing it as a privileged device for understanding the contemporary fabrication of identities, affections, and horizons of possibility.