The text tries to analyse recent transformations in the manner how the Brazilian middle classes perceive and signify their lives in the economic sphere. For this I make use of dates and analyses produced in researches about the transformations of the bureaucratic-work milieu, about the construction of managers' argumentative spaces, about traditional and more recent forms of the small trade and about the also recent phenomenon of management unemployment. I try to understand the problem based on a study on the transformations of the cognitive conventions inherent to the way people comprehend the social world and experience the consequences of its changes in the economic sphere. The analysis shows that there exists an interesting case of institutional blindness in which all the evidences that threaten the new order are rejected and in which the old division of the middle classes between employed and autonomous strata has to be rethought.
middle classes; neoliberalism; economical sociology; cognitive conventions; economic conventions
