BETWEEN DREAMS AND SURVIVAL: The (Dis)Embeddedness of Neoliberalism among Entrepreneurial Workers from São Paulo's Peripheries

Abstract

Over the past few decades, the desire of residents on urban peripheries in Brazil to have their own businesses has grown. Consequently, several authors have critically pointed out the advance of neoliberal ideas among the urban popular classes. In this article I discuss the origins of this ‘entrepreneurial disposition’ and its relationship with neoliberal discourse that seeks to encourage ‘entrepreneurialism of oneself’. The analysis presented in this article is based on ethnographic research carried out among entrepreneurial workers on the outskirts of São Paulo through in‐depth interviews focusing on life histories and participant observation in strategic spaces (online and in person) during 2020 and 2021. I explore adherence and opposition to and resignification of neoliberal entrepreneurial ideology from different cultural and material backgrounds by retelling the history of five entrepreneurs from three different families. I argue that rather than neoliberal ideas being an ideological conviction, they are embedded in social practices that are quite common in the periphery of São Paulo. Therefore, they should be analysed in the light of these previously existing practices and moralities. From a peripheral point of view, ethnographic analysis also allows us to examine the limits of this embeddedness and shed light on possible forms of resistance.