Submitted by PPG Ci?ncias Sociais (csociais-pg@pucrs.br) on 2017-10-05T14:46:05Z No. of bitstreams: 1 Maria_Luisa_C?lia_Escalona_de_Dios_Tese.pdf: 1501995 bytes, checksum: 26615622a948031036d50837d46a2f5e (MD5) / Approved for entry into archive by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-10-06T11:54:46Z (GMT) No. of bitstreams: 1 Maria_Luisa_C?lia_Escalona_de_Dios_Tese.pdf: 1501995 bytes, checksum: 26615622a948031036d50837d46a2f5e (MD5) / Made available in DSpace on 2017-10-06T11:57:37Z (GMT). No. of bitstreams: 1 Maria_Luisa_C?lia_Escalona_de_Dios_Tese.pdf: 1501995 bytes, checksum: 26615622a948031036d50837d46a2f5e (MD5) Previous issue date: 2017-08-28 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / In the last ten year, Brazil has shown an increase on its purchasing power, a relative growth of social mobility and also of sophisticated consumption.In parallel to those processes, there was an increment upon the offering of personal services which turned into the form of consultancies to accomplish several activities, such as sorting out closets, walking dogs, shopping, advising on customer?s way of dressing and building his/her personal image, among others.Individuals that provide such sort of services call themselves personals, emphasizing the individual nature of supplied services. Since those professionals hold a especific know-how they introduce themselves as "specialists".Their given services meet demands that did not exist until short time ago or were met by other means. Therefore, they were met by the individual himself as long as he held the needed knowledge and skills, got through familiar socialization or by some other family member, through friends or employees who held those skills, which means that those services were supplied in the scope of wider and steady relatioships,involving the logic of gift or those relationships based on wageearning. From a research developed between 2013 and 2016 in Porto Alegre, Sao Paulo and Paris, this thesis aims to investigate the rise of that personal services market.Using an ethnographic approach one searched to see how offering and the demand for such personal services were built and what the implications were in the way the individual was developed into contemporaneity.The main conclusion for this work says the formation of that personal services market is related to changes in the family life organization and in the professional work environment and specific in the Brazilian case, to the economic upswing of certain social groups and also with the possibility of capital reconversion by specific social segments and professional categories. / Nos ?ltimos dez anos, no Brasil, observou-se um aumento do poder aquisitivo, um relativo crescimento do grau de mobilidade social e, tamb?m, de sofistica??o do consumo. Paralelo a estes processos, houve um crescimento da oferta de servi?os pessoais que assumem a forma de consultorias para realiza??o de diversas atividades, tais como: organizar arm?rios, levar cachorros para passear, realizar compras, orientar o cliente em rela??o ao seu estilo de vestir e a constru??o de sua imagem pessoal, entre outros. Os indiv?duos que prestam esse tipo de servi?os se autodenominam personals, enfatizando a natureza individualizada dos servi?os oferecidos. Por deterem um saber espec?fico, os profissionais que oferecem servi?os pessoais apresentam-se como ?especialistas?. Os servi?os que eles oferecem atendem demandas que n?o existiam at? pouco tempo atr?s ou que eram satisfeitas de outras formas. Assim sendo, eram satisfeitas pelo pr?prio indiv?duo, na medida em que possu?a os conhecimentos e habilidades necess?rios, adquiridos atrav?s da socializa??o familiar, ou por algum outro membro da fam?lia, por amigos ou empregados que detinham essas habilidades, o que significa que esses servi?os eram prestados no ?mbito de rela??es mais amplas e permanentes, envolvendo a l?gica da d?diva ou a das rela??es de assalariamento. A partir de uma pesquisa realizada entre 2013 e 2016 em Porto Alegre, S?o Paulo e Paris (durante o estagio doutoral 2015 a 2016) esta tese visa investigar o surgimento desse mercado de servi?os pessoais. Por meio de uma abordagem etnogr?fica se buscou averiguar como se construiu a oferta, a demanda destes servi?os pessoais e quais as implica??es na forma como se constr?i a pessoa na contemporaneidade. A principal conclus?o deste trabalho diz respeito ao fato de que a constitui??o desse mercado de servi?os pessoais est? relacionada com a ocorr?ncia de mudan?as na organiza??o da vida familiar e no mundo do trabalho e, especificamente no caso brasileiro, com a ascens?o econ?mica de certos grupos sociais e com a possibilidade de reconvers?o de capitais por parte de determinados segmentos sociais e categorias profissionais.