Ser o no ser (un capital)
DOI:
https://doi.org/10.7203/acs.44.29008Keywords:
marca personal, capital humano, apreciación, mercado, neoliberalismo
Abstract
Pensar al individuo como un objeto con los atributos de una marca comercial responde a un proceso teórica e históricamente complejo. Respecto a ese proceso, la identificación entre individuo y capital que sistematizaron las teorías del capital humano (alrededor de autores como Gary Becker o Theodore Schultz) representa un elemento discursivo y contextual muy relevante. De una u otra manera, pensar al sujeto como marca implica pensarlo como un empresario o, lo que es lo mismo, como una forma de capital para sí mismo y para los otros. En base a ello, el presente artículo se propone analizar esta última forma («capital humano») con el fin de poder comprender en mayor profundidad la primera («marca personal»).
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