Title: Training the Gaze and the Materialization of the Process: Experiential Pedagogy and Photo-Elicitation in Entrepreneurship Education

Pedagogia Experiencial e Photo-Elicitation no Ensino de Empreendedorismo

Abstract

This report analyzes the consolidation of a pedagogical architecture in Entrepreneurship education at the Federal University of Mato Grosso do Sul (UFMS) Aquidauana campus, grounded in behavioral diagnosis, experiential learning, and arts-based research. The proposal began with validated instruments to measure entrepreneurial attitude and potential, which revealed weaknesses in innovation, communication, and planning, along with a low perception of entrepreneurship as social transformation. In response, a seven-stage trajectory was structured, combining Design Thinking, Effectuation, and Business Model Canvas, integrated with photo-elicitation for investigation and sense-making. A central difference of the proposal was the promotion of cultural inclusion, since most students and the invited public (EJA) experienced their first contact with artistic environments during the final sensory exhibition. The results indicate that the approach activated latent competencies, especially by anchoring innovation in the recovery of family and territorial knowledge (bird-in-hand logic), transforming sensitive intuition into concrete value propositions. The main challenge was the need for intensive teaching mediation as a bridge to repertoire, facilitating the transition between empathetic engagement and technical systematization of business. The integration of art and management offers a powerful path to humanize teaching, expand students' cultural frameworks, and consolidate entrepreneurial autonomy.