Reconversão de habitus: o advento do ideário de investimento no Brasil

Abstract

The Brazilian economic scenario at the beginning of the twenty first century presented a reasonable growth of the stock market. The Brazilian capital market reached impressive valuations. The growth of this scenario is strongly linked to and popularized by financial self-help market, which involves books and lectures that are elaborated by financial advisor. This research aims to analyze and to map these agents and their strategies employed to invite new individuals to markets circuits, encouraging them to become investors. However, it was possible to verify a cultural niche , embeddedness in a familialism ethic. Thus, it evidence that the financial world have been gained legitimacy because it has operated as a kind of moral device, being recurrent in the neopentecostal pastors speeches, and through financial education, it conducts social policies that reached low-income sectors, bringing cognitive and symbolic implications for the Brazilian society.