Ideological foundations of capitalism and its organizational models: A study using popular management content on LinkedIn

The paper investigates the ideological foundations of contemporary capitalism and its organizational models in Brazil. Our analysis considers three positions present in the literature: the thesis of the new spirit of capitalism; the literature about financialization and the shareholder value model; and the configuration of a managerial mode of domination. A content analysis was conducted to investigate normative business content from Brazilian “top voices” on the LinkedIn network. A total of 180 influential texts from 32 authors composed our corpus and were assessed based on an abductive approach that had as references the economies of worth model and a related framework for assessing the dynamic configuration of capitalism justifications. Results support the idea that contemporary capitalism is characterized in ideological terms by the fluidity of normative references restricting the market logic, configuring a complex or managerial mode of domination.