Senses of the financial coaching discourse in the utterance advertising video “My name is Bettina” and possibilities of collation

Abstract

Especially based on the philosophical foundations about language thought by Bakhtin and the Russian Circle (Volóchinov and Medviédev), it is proposed to analyze the senses of the financial coaching discourse in the utterance advertising video, “My name is Bettina”, published in March 2019 on the Empiricus channel, in Youtube, and viralized on social networks. The research hypothesis is that the financial coaching discourse present in the video utterance “My name is Bettina” is anchored in the dialogue with the self-help and neoliberal discourses, for the realization of discursive communication. In the video utterance “My name is Bettina” it is observed that through the financial coaching discourse, the video utterance circulates the easy enrichment of the self-centered in the individual, presenting being constituted of dialogical relations with discourses produced by capitalism, with an emphasis on individualism, such as self-help and neoliberal discourses. It is also worth mentioning the collation of other utterance that circulated on Twitter that respond to the video utterance “My name is Bettina”, in order to illustrate the characteristic of the responsivity of the utterance in the media sphere.