A new mentality for a new economy: performing thehomo economicusin Argentina (1976–83)

Abstract

This article examines the construction of the homo economicus in Argentina in the context of the last military dictatorship (1976–83). While the worldviews of the military and neo-liberal economists of the time were very different, their common concern for distortions in economic and political life made them translatable. These economists provided a new economic identity that would be in tune with monetarist theory, replace ‘distorting’ collective identities and allow individuals to be governed from a distance. I argue that the homo economicus was performed through two sets of tools: consumer campaigns and the financial press. However, individuals did not always behave as expected. The contradictions of neo-liberalism, between its liberalism and its quest to create self-regulating spheres through active government intervention, led to the financial crisis of 1980. Economists later blamed the crash on the irresponsibility of market actors and expressed doubt regarding the self-regulating model they had promoted. In the conclusion, the legacy of the attempt to perform the homo economicus is assessed.

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