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Portuguese Abstract: Na sociedade contemporânea, observa-se em varias frentes uma valorizacao do empreendedorismo, no sentido de um aparente fortalecimento da agencia subjetiva. A contrapartida disso e um movimento de reificacao, que conta com o engajamento do proprio sujeito. Essas tendencias, tambem presentes na cibercultura de modo geral, sao ilustradas pelo fenomeno do amor virtual: a multiplicacao de opcoes amorosas e o declinio de modelos externos padronizados dao, em tese, a cada um a possibilidade de maior iniciativa, contrabalancada pela propensao a objetivar-se e objetivar o outro. English Abstract: Several fronts in contemporary society show an appreciation of entrepreneurship, in the sense of an apparent strengthening of the subjective agency. The counterpart of this is a movement of reification, which relies on the engagement of the subject himself. These trends, which are also present in cyberculture in general, are illustrated by the phenomenon of virtual love: the multiplication of dating options and, in theory, the decline of standardized external models gives the individual more possibilities for taking the initiative, counterbalanced by the propensity for objectification of himself and the other.

O amor virtual como instância de empreendedorismo e de reificação