Resumo

TAIBO, Jonathan Alexis. The designer-entrepreneur. Communication of an archetypal graduate profile on the websites of Argentina´s private universities. Zincografía [online]. 2021, vol.5, n.10, pp.89-105.  Epub 24-Jan-2022. ISSN 2448-8437.  https://doi.org/10.32870/zcr.v5i10.96.

This article reports on the research process that investigates the communication of an archetypal graduate profile in the Private Universities of Argentina: the designer entrepreneur. The theoretical framework addresses the beginning of design degree courses in the country; the University in the neoliberal context and its legislation; the education through skills approach; the semiotics of passions and the theory of archetypes. The hypothesis to be tested is that private universities in Argentina offer their degree programmes in design with a stereotyped figure of the graduate, based fundamentally on the profile of a designer-entrepreneur as opposed to a designer-scientist. The study -based on the content analysis of the educational websites, carried out in January 2020- showed, mainly, the identification of the archetypes “the creator” and “the sage”, which are put into discussion at starting from the adaptation of the semiotic square of Greimas and its application to the analysis of two audiovisual advertising spots.

Palavras-chave : design; private university; designer; entrepreneur; archetypes; Greimas semiotic square.

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