The germination of contemporary brazilian entrepreneur: Neoliberalism seen according to the recent national context

Abstract

The article presents a discussion about the development ofa specific type of entrepreneur in contemporary Brazilian society. The social and economic advances of the Lulism's governments have enabled the income growth of a significant part of the Brazilian population which, by acquiring new ways of life, also saw their cultural references being transformed. Particularly, the picture of the entrepreneur became representative of the new Brazilian reality. In the context of a neoliberal society, where the companies and the norm of competition propose universal, the meaning of entrepreneurial symbolism has become even more latent. However, in contemporary Brazil there was a type of entrepreneur distinct from the one pictured by neoliberal discourse. To show these differences, eight trajectories of popular Brazilian entrepreneurs were mobilized, and in the end, important ambiguities and new categories of values and actions could be identified, constituting a characteristic entrepreneur of recent Brazil.