A brief socioeconomic literature review, approaching economic, political and social analyses, reveals that Brazilian society has distinctive characteristics, in which the emergence of new economic agents and institutions are responsible for disseminating financial activities and entrepreneur practices in the country. The Brazilian financial market has developed several institutions to create a stable environment encouraging savings and investment from the majority of the population who are unable, unfamiliar with or were marginalized by the financial system.
It is possible to observe a serious of actions that were important for the development of the Brazilian economic scenario; and, it is also significant highlighted that this events were particularly emphasized in Brazilian media as being essential for economic growth. These included some procedures about providing new laws for corporations; offering protection for minority shareholders 1 - ; strengthening of Securities and Exchange Commission of Brazil, whose activities were restructured to support financial market development 2 - ; establishing benefits for companies that adopt the corporate governance practices launched by the Brazilian Development Bank 3 - ; and the creation of a capital market plan 4 - to guarantee the sustainability of the stock market. These recent events have brought security and ensured the creditability of the Brazilian financial market 5 - .
Therefore, in April 2008, Brazil was classified as investment grade. It suggests that the country was regarded as having low risk of default and the nation is safe to receive investment 6 - . Consequently, the news affected the stock market and its index registered a new record score 7 - . It is also important to mention that Brazil also received substantial investment by foreign investors, as a consequence of the world attention focused on the BRIC’s (Brazil, Russia, India and China) 8 - .
At least, Brazil symbolically won a great position in the international scenario and it is seen as a virtuous economic, political and legal environment. In this scenario, new agents emerged; they are considered financial intermediaries that entice ordinary people to became entrepreneur and encourage them to the finance field through different activities such as production of books, lectures and coaches. In this sense, it is attractive to present theses intermediates and their activities, because this makes it possible to understand how some actors are able to bring individuals into new economic practices.
The Brazilian economy context allowed the emergence of new actors. They are moral entrepreneurs of finance, educating on ways to invest honestly to achieve economic success, even during times of crisis. By capitalizing on volatility and uncertainty, they educate how instability can be the best time for the development of economic skills.
The expansion of this culture of investment is popularized and connected with models of self-help. This phenomenon has been consolidated into a new model of society that supports the growth of the entrepreneur and financial practices in Brazil and it legitimatizes personal economic activities.
This paper presents some recent literature on aspiring female entrepreneurs in order to argue about the social (re)signification that relates the role of women in family and society, approaching the transformation of evaluative concepts that surround the socio-economic life of women through books and websites that encourages entrepreneurship and economic decision practices to reach financial independence.
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