Estudo observacional das barreiras do empreendedorismo feminino de Joy Mangano no filme "Joy: o nome do sucesso"

Abstract

The topic of this research is female entrepreneuship. Its main objective is to identify the barriers and coping strategies of Joy Mangano present in the film "Joy: The Name of Success". To this end, the following specific objectives were established: a) to present the characteristics of the context of female entrepreneurship in the film "Joy: The Name of Success"; b) to identify the main barriers encountered by female entrepreneurs in the aforementioned film; c) to identify the strategies used by female entrepreneurs in the film. This research is classified as qualitative as to its nature, descriptive and exploratory as to its ends and bibliographical as to its means. The data analysis technique used was indirect, non-participant observation, and the instrument was film analysis. The analysis followed the narrative of the film, observing the behavior of the character, identifying the characteristics of female entrepreneurship and the barriers related to it found throughout the theoretical reference and detecting the coping strategies adopted by the character. In face of the study, the analyzed character presented all the proposed entrepreneurial characteristics: competence to improve from the mistake; to take initiative, organizing mechanisms with the objective of transforming resources and situations, accepting the risk; to fight against imposed patterns and has a strong capacity of involvement and focus; capacity to transform the environment in which she finds herself using her creativity; creativity to "think outside the box"; to assume calculated risks and the possibility of failure; capacity to be on alert and to detect profitable opportunities. She also demonstrated coping strategies for each existing barrier related to her gender during her journey in entrepreneurship: the strongly internalized culture of female altruism and the eternal gift of self to others; the lack of affective and social support from the family; the difficulties of reconciling the mother and professional roles to the world; double work day, thus achieving the desired success and demonstrating that although female entrepreneurship is full of obstacles, this will not be the main reason for not achieving success in this field