Considerations about creative capital among entrepreneurs: paths to an "aesthetic of prosperity"

This paper intends to compare the narratives of two social trajectories of entrepreneurs to the appropriation of what we call "the aesthetics of prosperity". It is a question of understanding how the social mobility of the individuals analyzed is related to the differential appropriation of symbolic capitals fundamental to success within the operational logic of "flexible" capitalism and its aesthetic imperatives. Through the in-depth examination of two individual narratives of entrepreneurs we will seek to identify how the dispositions that drive the rationalization of aesthetic concerns are activated to the point of interfering not only with the product but also with how it is offered and in the seller's own style. The interviewees were chosen from a sample of 14 interviews of entrepreneurs for having stood out as ideal types in the sense of Weberian epistemology.