The Myth of the Self-Made Man in Neoliberalism: Ideology, Precarization, and Subjectivity

Ideologia, Precarização e Subjetividade

Abstract

This article critically analyzes the myth of the self-made man and its reinterpretation within the neoliberal context, where it is transformed into the figure of the 'self-entrepreneur.' Rooted in Protestant ethics and established as a symbol of individual merit, this narrative serves as an ideological tool to mask structural inequalities and legitimize precarious labor conditions. Through a bibliographic review, the study highlights how neoliberalism shifts the responsibility for success or failure onto individuals, concealing the material constraints that limit social mobility. Narratives of self-improvement, amplified by digital influencers and motivational coaches, reinforce the internalization of market logic, fostering anxiety, guilt, and alienation. The study concludes that the self-made man not only depoliticizes labor relations but also weakens collective resistance by fragmenting workers and promoting individualistic solutions to systemic problems. The deconstruction of this myth is proposed as a crucial step to challenge neoliberal hegemony and foster collective alternatives to combat labor precarization and promote social justice.

Keywords

Self-made man; Neoliberalism; Labor precarization; Neoliberal subjectivity; Meritocracy