Emotions in the constitution of an entrepeneurial individuality

Possible contributions to an economic sociology of the present

Abstract

This article proposes a sociological analysis of the processes of individualization in contemporary times, positioning itself critically to the perspectives that tend to identify it as a simple result of neoliberalism in the political and economic fields. In this sense, from a comprehensive perspective, it is argued in favor of individualization as a historical and cultural process that, at the same time, affects and is affected by the market in capitalist societies. Furthermore, it is noteworthy that, although individuality was an element present in the political and ideological bases of modern societies, this today would be resignified, giving special place to the emotional and subjective dimension, distinguishing itself from the emphasis on liberal economic rationality. Thus, it proposes a contribution from the cultural perspective to economic sociology, focused on entrepreneurship and the meaning that emotions acquire in such context.