This paper discusses some of the expressions that characterize the individual in contemporary Brazilian society, based on the conceptions of public and private life. The hypothesis, founded on two main reference sources, is that there are two important representations of the individual, and these are made known by the way that work, business enterprises, politics and the economy are structured. On the one hand, based on Alain Ehrenberg´s analysis, there is the conquering individual, typified by the search for excellence, competitiveness and trade rivalry, similar to business universe. On the other hand, according to Robert Castel, there is the unaffiliated individual, represented by the great number of people who lack social and economical acknowledgment.
Individual; public; private; capitalism; politics