Ser o no ser (un capital)
ISSN: 2990-2258
Argitalpen urtea: 2021
Zenbakien izenburua: MARCA PERSONAL Y SUBJETIVIDADES NEOLIBERALES
Zenbakia: 44
Orrialdeak: 19-30
Mota: Artikulua
Beste argitalpen batzuk: Arxius de Ciències Socials
Laburpena
Thinking an individual as an object whose attributes are those of a commercial brand corresponds to a theoretically and historically complex process. Regarding this process, the identification between capital and the individual that was systematized by human capital theories (around economists such as g. Becker or th. Schultz) represents an outstanding discursive and contextual factor. In some ways, thinking the subject as a brand implies thinking the subject as entrepreneur or —similarly— as a form of capital for himself and for the others. On this basis, this paper aims to analyze this last form («human capital») looking forward to deeply understand the first («personal brand»).