Dados is one of the most widely-read social sciences journals in Latin America. Created in 1966, it publishes innovative works, originating from academic research, by Brazilian and foreign authors. Edited by IESP-UERJ, it aims to reconcile scientific rigor and academic excellence with an emphasis on public debate based on the analysis of substantive issues of society and politics.
Dados vol. 43 n. 2 Rio de Janeiro 2000
Abstract
The article describes some new ways in which the Brazilian middle classes fit socially into the 'world of neoliberalism'. In recent years these layers of society have been prompted to believe that the traditional civil service job or, more recently, careers with large companies are no longer possible or desirable. These former pretensions have been replaced by the idea that franchising is the thing of the future. On the other side, the notion of 'employability' has gained ground: through carefully thought-out career management and the accumulation of knowledge and skills, the agent can become 'economically viable'. In cognitive terms, the latter trend is the opposite of the former and gains stability through its negation. In analyzing the evidence, the author focuses on the historical antecedents and symbolic operations that work to lend the situation coherence. He also endeavors to identify connections with the economic sphere.
Keywords: middle classes, cultural conflict franchise, new economics
DOI: 10.1590/S0011-52582000000200005
In search of the new Brazilian petit bourgeoisie
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