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| Author: | Fridman, D. |
| Title: | A new mentality for a new economy: performing the homo economicus in Argentina |
| Journal: | Economy and Society
2010 : MAY, VOL. 39:2, p. 271-302 |
| Index terms: | South America Argentina consumers culture |
| Freeterms: | finances governmentality performativity neo-liberalism military dictatorship |
| Language: | eng |
| Abstract: | This article deals with the construction of the homo economicus in Argentina in the context of the last military dictatorship (1976-1983). It is argued that the homo economicus was performed through two sets of tools: i. consumer campaigns and ii. the financial press. Individuals, however, did not always behave as expected. The contradictions of neo-liberalism, between its liberalism and its quest to create self-regulating spheres through active government intervention, led to the financial crisis of 1980. |
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