In search of the new Brazilian petit bourgeoisie

The article describes some new ways in which the Brazilian middle classes f it socially into the "world of neoliberalism". In recent years these layers of society have been prompted to believe that the traditional civil servic e job or, more recently, careers with large companies are no longer possibl e or desirable. These former pretensions have been replaced by the idea tha t franchising is the thing of the future. On the other side, the notion of "employability" has gained ground: through carefully thought-out career man agement 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 e vidence, the author focuses on the historical antecedents and symbolic oper ations that work to lend the situation coherence. He also endeavors to iden tify connections with the economic sphere.