Drawing on ethnographic research on philanthropy within a Brazilian family business, this article proposes a “critical ethnography” of wealth elites. This family’s narrative of historical commitment to social responsibility is crucial to the success of delicate succession processes within the family firm. By insuring the reproduction of the wealth and status of elite families, such business succession processes serve in turn to maintain the structural inequalities shaping Brazilian society. In this family’s account of its past, however, a series of very different activities— rooted in philanthropy, corporate social responsibility (CSR), labor legislation, and commerce—are collapsed within a single, coherent narrative of historical commitment to social responsibility, which sits at odds with alternative versions of this history presented by sources outside the family.
Navigating a critical ethnography of wealth elites
Ethnographic engagements with global elites
Paul Robert Gilbert and Jessica Sklair
Anthropological interest in critical studies of class, system, and inequality has recently been revitalized. Most ethnographers have done this from “below,” while studies of financial, political, and other professional elites have tended to avoid the language of class, capital, and inequality. This themed section draws together ethnographies of family wealth transfers, philanthropy, and private sector development to reflect on the place of critique in the anthropology of elites. While disciplinary norms and ethics usually promote deferral to our research participants, the uncritical translation of these norms “upward” to studies of elites raises concerns. We argue for a critical approach that does not seek political purity or attempt to “get the goods” on elites, but that makes explicit the politics involved in doing ethnography with elites.