Human Capital and the neo-subject entrepreneurial: a study on workers in the marketing sector

• Grant number: 24/09614-6
• Support Opportunities: Scholarships in Brazil - Master
• Start date: April 01, 2025
• End date: February 28, 2026
• Field of knowledge: Humanities - Sociology
• Principal Investigator: Jacob Carlos Lima
• Grantee: Karina Constancio Sanitá
• Host Institution: Centro de Educação e Ciências Humanas (CECH). Universidade Federal de São Carlos (UFSCAR). São Carlos , SP, Brazil

Abstract

The aim of this research is to analyze how marketing workers internalize the demands and imperatives of flexible work. To achieve this, we propose to investigate the desired professional profile in this market, how and to what extent this profile relates to the demands for subjective engagement in the management of flexible work, and whether and how workers internalize these relationships. Our hypothesis is that the demands and work culture in current Marketing & Advertising agencies require the formation of a entrepreneurial neo-subject; to meet the logic of flexible work, which exalts autonomy, self-responsibility, and entrepreneurship, workers largely incorporate and appropriate this set of values, orienting their lives around the instability inherent in this proposition. Methodologically, the study will be conducted through extensive analysis of job postings on the LinkedIn social network platform, as well as case studies in companies and in-depth interviews with currently and formerly employed advertising professionals in the sector.