Considering the rise of the discussion about the rethoric of economics at the beginning of the 80's, the present paper aims to show: 1) the relation between the origin of this issue in the academic field and the ascension of the so labeled "neoliberalism" as a doctrine and a collection of capitalist practices perceived at the same time; and 2) the consequences produced by this idea, overseas born, when it meets a peripherical reality like the Brazilian one. In the first case, we are going to show the fundamental importance of the reflections of Hayek about the inadequateness of neoclassical discourse to the aim of ideologically legitimate the market society. In the second we are going to point out that, taking the consequences of the rethoric project in Brazil, it can be saw as an additional chapter of "the ideas out of its place" that comes marking the Brazilian history of the ideas.
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