Un paso pa' delante: Notions of middle class economic success in three Salvadoran advertising agencies in the face of dollarization.

摘要

This qualitative study explores the evolving notion of economic success among middle class Salvadorans. While initially aimed at the effects of dollarization, the scope was widened to be more inclusive of overall neoliberal practices in El Salvador. In-depth interviews and ethnographic observations were used to understand life as a middle class Salvadoran and the relationship between government practices, including dollarization, and the evolving definition of economic success. Focusing on the individuals in the advertising industry, this study examines the complex factors that influence and determine middle class sentiments regarding their economic status and their point of view on dollarization's effects on their lives. Additionally, this study considers how opinions and experiences differ along socioeconomic lines, comparing middle class employee experiences with that of upper class CEOs. The study was conducted in San Salvador, El Salvador; the economic and cultural center of El Salvador.