Self management and human capital in the spotlight

Abstract

It is easy to think of neoliberalism only through its economic bias, forgetting the cultural reflection of such a doctrine so rooted in the globalized world. One of the ways in which we see the influence of this economic ideology, in areas previously considered by the humanities, is the theories of human capital, which see man as an entrepreneur of himself, his own capital. The incorporation of such theories by the media is the theme of The promotion of human capital: media, subjectivities and the new spirit of capitalism, organized by João Freire Filho and Maria das Graças Pinto Coelho, professors, respectively, of the Federal University of Rio de Janeiro (UFRJ) and the Federal University of Rio Grande do Norte (UFRN). The book features 13 articles that discuss different ways in which the capitalization of human relationships and qualities have been explored mediatically, pedagogically and culturally in our society.