<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1517-9702</journal-id>
<journal-title><![CDATA[Educação e Pesquisa]]></journal-title>
<abbrev-journal-title><![CDATA[Educ. Pesqui.]]></abbrev-journal-title>
<issn>1517-9702</issn>
<publisher>
<publisher-name><![CDATA[Faculdade de Educação da Universidade de São Paulo]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1517-97022018000100440</article-id>
<article-id pub-id-type="doi">10.1590/s1678-4634201844174633</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[EU S/A: a identidade desejada na formação inicial em Educação Física]]></article-title>
<article-title xml:lang="en"><![CDATA[Me Inc.: The desired identity in initial training in Physical Education]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nunes]]></surname>
<given-names><![CDATA[Mário Luiz Ferrari]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Neira]]></surname>
<given-names><![CDATA[Marcos Garcia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Estadual de Campinas  ]]></institution>
<addr-line><![CDATA[Campinas SP]]></addr-line>
<country>Brasil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade de São Paulo  ]]></institution>
<addr-line><![CDATA[São Paulo SP]]></addr-line>
<country>Brasil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2018</year>
</pub-date>
<volume>44</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_arttext&amp;pid=S1517-97022018000100440&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_abstract&amp;pid=S1517-97022018000100440&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_pdf&amp;pid=S1517-97022018000100440&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A hegemonia da racionalidade neoliberal tem produzido novas formas de controle e regulação das populações. Enquanto instituição inserida nesse contexto, a universidade vem sendo capitulada pelas leis do mercado e chamada a operar a construção de certo tipo de sujeito afeito a um novo ethos de vida. A partir da noção de currículo como prática de significação que projeta e governa identidades, e compreendida como modalidade de investimento, como qualquer outra mercadoria ou bem de consumo, a formação superior não apenas determina em grande parte o que as pessoas devem fazer, mas, principalmente, quem são ou podem ser. Por conseguinte, especifica, também, o que elas não devem ser e os problemas que isso pode acarretar para quem não se alinhe aos seus ditames. Com base nesses pressupostos, neste artigo se examinam algumas das atividades presentes em um curso de formação inicial em Educação Física de uma Instituição de Ensino Superior privada que visam subjetivar seus sujeitos de modo a atender as referidas demandas. Para tanto, foram submetidos à análise cultural os textos escritos e orais coletados mediante observações seguidas de registros em diário de campo e compilação de mensagens eletrônicas encaminhadas à comunidade universitária, além das campanhas publicitárias e informações disponíveis no site institucional. Os resultados apontam que o modo de subjetivação colocado em circulação pelo currículo projeta a identidade do sujeito EU S/A.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The hegemony of neoliberal rationality has produced new forms of population control and regulation. As an institution within this context, the university has been yielding to the laws of the market and called on to construct a certain type of subject accustomed to a new life ethos. Starting from the notion of curriculum as a signifying practice that designs and governs identities, and understood as a form of investment, like any other commodity or consumer good, higher education not only determines to a great extent what people should do, but above all, who they are or can be. As a consequence, it also specifies what they should not be and the problems that this may entail for those who do not conform to its dictates. Based on these assumptions, this article examines some of the activities in an initial training course in Physical Education at a private Higher Education Institution, which aim to subjectify its subjects in order to meet those demands. To this end, a cultural analysis was performed on the written and oral texts collected by means of observations followed by records in field diaries and compilation of electronic messages sent to the university community, as well as advertising campaigns and information available on the institution&#8217;s website. The results indicate that the form of subjectification put into circulation by the curriculum designs the identity of the Me Inc. subject.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Currículo]]></kwd>
<kwd lng="pt"><![CDATA[Formação de professores]]></kwd>
<kwd lng="pt"><![CDATA[Educação física]]></kwd>
<kwd lng="pt"><![CDATA[Identidade]]></kwd>
<kwd lng="en"><![CDATA[Curriculum]]></kwd>
<kwd lng="en"><![CDATA[Teacher training]]></kwd>
<kwd lng="en"><![CDATA[Physical education]]></kwd>
<kwd lng="en"><![CDATA[Identity]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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