In this short review article different sociological approaches to economy are outlined. The cognitive, cultural, structural, and political aspects of the key term of the new economic sociology - the social embeddedness of the economy - are surveyed. The effects of social networks on economic action, institutions, and outcomes are emphasized. The new economic sociology and economic theory are briefly contrasted and compared.U radu se izlažu obrisi različitih socioloških pristupa ekonomiji. Propitkuju se kognitivni, kulturni, društveni i politički aspekti težišne koncepcije nove ekonomske sociologije - društvene ukorijenjenosti ekonomije. Slijedeći Granovettera, autor raspravlja o utjecaju društvenih mreža na gospodarske akcije, institucije i rezultate. Nova ekonomska sociologija i ekonomska teorija sučeljene su i uspoređene

Zoltán Szántó

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Social embeddedness of the economyZoltän SzantoBudapest University of Economic Sciences e-mail: szoc_szanto@pegasus.bke.huUDK: 316.334.2 330.000.316Stručni radPrimljeno: 10. kolovoza 1995.In this short review article different sociological approaches to economy are outlined. The cognitive, cultural, structural, and political aspects of the key term of the new economic socio­logy - the social embeddedness of the economy - are surveyed. The effects of social networks on economic action, institutions, and outcomes are emphasized. The new economic sociology’ and economic theory are briefly contrasted and compared.Key words: SOCIOLOGICAL ASPECTS OF ECONOMY, ECONOMIC SOCIOLO­GY, SOCIAL NETWORKS, EMBEDDEDNESSIf there is a key term for connecting the different currents of new economic sociology1 and socio-economics2 it is definitely the notion of embeddedness. It is well-known that this term originates from Karl Polanyi (Polanyi, 1957), the leading figure of the substantivist appro­ach to economic anthropology ("old" economic sociology). According to Polanyi the different forms of economic integration are bound to certain structural and institutional conditions:the dominant forms of integration of primitive and archaic societies - reciprocity and redistribu­tion - are embedded in non economic relations: networks of culture or politics, religious, moral or juridical sanctions, interpersonal relations. However, exchange, the third basic form of inte­gration is based on a separate system of economic institutions, namely the system of price-ma­king markets.According to the substantivist standpoint the character and scope of the social embeddedness of the economy fundamentally alters when market integration becomes predo­minant: while in precapitalist societies personal networks and non economic motives shaped the economic activities and institutions, in modern capitalism the dependence of the economy on social conditions practically came to an end. The representatives of neoevolutionism in so­ciology and of the moral economy approach in economic and social history have a similar stan­dpoint, which Mark Granovetter calls the strong embeddedness position (Granovetter,The other traditional approach is in the first place characteristic of neoclassical economic theory and the formalist approach to economic anthropology. According to this idea the pre­dominance of market integration does not induce any important change in the scope of the so­cial embeddedness of the economy, because non economic motives and conditions do not play a crucial role either in precapitalist, or in market economies. Therefore one does not have to take into account their effects when analyzing them. Such ideas as Hobbes’s natural state or Rawls’ original position - following the traditional economic models - make the same assum­ption: social networks do not (or only slightly) influence the rational, self-interest guided indi­vidual action.Researchers of the new economic sociology doubt both views. It was Mark Granovetter who explicated more deeply the so-called weak embeddedness position (Granovetter, 1985;1 For the distinction of the classical, old and new economic sociology see: Swedberg (1987; 1991), and Granovetter (1990). For surveys of new economic sociology see: Friedland and Robertson (1990), Zu- kin and DiMaggio (1990), Granovetter and Swedberg (1992), Nohria and Eccles (1992), Smelser and Swedberg (1994).2 On socioeconomics see: Etzioni (1988), Etzioni and Lawrence (i 991), and Coughlin (1991).1992:28).205Szäntö, Z.: Social embeddedness of the economy Revija za sociologiju, Vol XXVI. (1995), No 3-4: 205-2081990; 1992), in which he partly criticizes, partly develops the above mentioned ideas. In a criti­cal development of the substantivist approach Granovetter distinguishes embeddedness at three different levels of economic phenomena: individual economic action, economic institu­tion and economic outcome. He also defines the relational and structural aspects of embed­dedness. The first refers to the effects of personal networks (Ego-networks) of the actors, the second refers to the effects of the structural characteristics of the entire network. On the other hand he shows that the level of embeddedness in precapitalist societies is lower, while in mar­ket economies higher than it is suggested by the strong embeddedness position. In his view, the level of the social embeddedness of the economy did not change fundamentally with the for­mation of modern capitalism, a similar view held by economists. At the same time his point to­tally differs from economics since he argues that the effect of social networks upon economic actions, institutions and outcomes must be taken into account at the analysis of any economic system. Economic sociology in this way may fruitfully contribute and improve economic expla­nations, offering an alternative framework. Granovetter’s basic argument runs as follows: "(1) The pursuit of economic goals is typically accompanied by that of such non economic ones as sociability, approval, status, and power.... (2) Economic action (like all action) is socially situa­ted and cannot be explained by reference to individual motives alone. It is embedded in on­going networks of personal relationships rather then carried out by atomized actors. (3) Eco­nomic institutions (like all institutions) do not arise automatically in some form made inevita­ble by external circumstances; rather, they are ’socially constructed’" (Granovetter, 1992:25).New economic sociology distinguishes the cognitive, cultural, structural and political aspects of embeddedness (Zukin and DiMaggio, 1990:14-23), referring to the dependence of economic actions on cognitive, cultural, sociostructural and political factors. Cognitive embed­dedness indicates those regularities of mental processes which systematically affect rational economic calculations. These limitations were revealed by cog litive psychology, behavioral economics and descriptive decision theory, emphasizing that the assumptions of economic mo­dels (perfect rationality, costless information, unlimited problem solving capacity etc.) do not fit reality. Uncertainty, the complexity of decision making processes, the cost of information searching and processing, limits of the human mind etc. are factors which support the assump­tion of bounded or procedural rationality of economic actors. Descriptive decision theory3 in the past twenty years thoroughly revealed the cognitive biases which can be observed in real- life decision making procedures and the rules of thumb or heuristics with which the real-life decision makers replace the behavior prescribed by normative decision theory.By cultural embeddedness of economic actions we refer to the role of social norms and values in shaping economic ends and strategies. Culture limits economic rationality: it can pro­hibit people from commercing particular things, it can determine a rate of exchange which is different from what is economically rational, it can prescribe certain economic transactions, determining who can participate in it etc. Social norms regulating market exchange "force" people to behave in institutionalized and culturally accepted ways, even if they had the chance to cheat or behave opportunistically. Culture has a double effect upon the economy: (i) it forms particular constraints of egoistic economic actions; and (ii) it regulates market forces. According to socioeconomics, economic actors pursue two or more goals (utilities): seek plea­sure, and seek to abide by their moral commitments. Actor’s choices of means are largely based on values and emotions (Etzioni, 1988:254).After Granovetter, the structural embeddedness of the economy denotes the effect of personal networks on economic activities and institutions. Economic sociologists emphasize the role of social relations and networks explaining individual and collective economic actions, economic institutions and organizations against the argumentation based on the atomisticSee for example: Kahneman and Tversky 1974, 1981.206Szänto, Z.: Social embeddedness of the economy Revija za sociologiju, Vol XXVI. (1995), No 3-4: 205-208("undersocialized") concept of the individual in economics and the normative ("oversociali­zed") concept of individual in sociology. Social networks, for example, highly influence market operation. In his exemplary empirical analysis Wayne Baker (1984) discovered in details the mechanisms by which social networks affect exchange rate in a stock options market. Karl Die­ter Opp (1987) highlighted the role of social networks in market cooperation by pointing to the connections between social networks (macro variables) and individual cost-benefit calculation (micro variables). Social relations provide important channels of market exchange, and contri­bute to the emergence of collective action - both in market and non market circumstances.Power relations and the legal framework of society, the accepted system of collective bar­gaining, the state and the actors of political life directly influence the economy."... /T/he politi­cal context of economic action is made up of a complex web of interrelations and expectations. The formation of strategies within industrial sectors, for example, takes account not only of prices, wages, demand, and competition, but also policies of the national and local state, the so­cial balance between regional employers, and the willingness of local labor force to tolerate change" (Zukin and DiMaggio, 1990:20).The notion of embeddedness challenges the orthodox economists’ idea that impersonali­ty is an important characteristics of market situations. While economic theory is based on the concept of a rational agent who can ignore her/his social ties on the market, sociology compre­hends the actors of economic life as embedded in multiple social networks. Thus an important element of a sociological approach to the economy is the concept of social capital which can make it easier, cheaper or even possible for economic actors to achieve particular ends (Cole­man, 1990:Ch.l4). The social capital of economic actors can be as important as physical, finan­cial or human capital: social ties can protect from uncertainty and risk.REFERENCES:Baker, W. (1984) The Social Structure of a National Securities Market. American Journal of Sociology 89:775-811.Coughlin, R.M. /ed./ (1991) Morality, Rationality, and Efficiency. New Perspectives on Socio-Economics. Armonk-London: M.E.Sharpe, Inc.Coleman, J.S. (1990) Foundations of Social Theory. Cambridge, Mass.: Harvard University Press.Etzioni, A. (1988) The Moral Dimension. New York-London: The Free Press.Etzioni, A. & PR. Lawrence /eds./ (1991) Socio-Economics: Toward a New Synthesis. Armonk-London: M.E.Sharpe, Inc.Friedland, R. & A.F. Robertson /eds./ (1990) Beyond the Marketplace. Rethinking Economy and Society. New York: Aldine.Granovetter, M. (1985) Economic Action and Social Structure: The Problem of Embeddedness. American Journal of Sociology 91:481-510.Granovetter, M. (1990) The Old and the New Economic Sociology: A History and an Agenda. In: R.Frie- dland & Robertson,A.F. (1990).Granovetter, M. (1992) Problems of Explanation in Economic Sociology. In: N.Nohria & R.G.Eccles (1992).Granovetter, M. & R. Swedberg /eds./ (1992) The Sociology of Economic Life. Boulder-San Francisco-Ox- ford: Westview Press.Nohria, N. & R.G. Eccles/eds./ (1992) Networks and Organizations: Structure, Form, and Action. Boston: Harvard Business School Press.Opp, K.D. (1987) Marktstrukturen, Soziale Strukturen und Kooperation im Markt. Koelner Zeitschrift fuer Soziologie und Sozialpsychologie 28:280-299.Polanyi, K. (1992/1957/) The Economy as Instituted Process. In: M.Granovetter & Swedberg,R. (1992).207Szäntö, Z.: Social embeddedness of the economy Revija za sociologiju, Vol XXVI. (1995), No 3-4: 205-208Smelser, N.J. & R. Swedberg /eds./ (1994) The Handbook of Economic Sociology. Princeton, N.J.-New York: Princeton University Press - Russel Sage Foundation.Swedberg, R. (1987) Economic Sociology: Past and Present. Current Sociology 35:1-221.Swedberg, R. (1991) Major Traditions of Economic Sociology. Annual Review of Sociology 17:251-76. Tversky, A. & D. Kahneman (1974) Judgement under Uncertainty: Heuristics and Biases. Science 185:1124-1131.Tversky, A. & D. Kahneman (1981) The Framing of Decisions and the Psychology of Choice. Science 211:453-458.Zukin, S. and P. DiMaggio /eds./ (1990) Structures of Capital: The Social Organization of the Economy. Cambridge: Cambridge University Press.DRUŠTVENA UKORIJENJENOST EKONOMIJEZoltän SzäntoBudapest University of Economic SciencesU radu se izlažu obrisi različitih socioloških pristupa ekonomiji. Propit­kuju se kognitivni, kulturni, društveni i politički aspekti težišne koncepcije nove ekonomske sociologije - društvene ukorijenjenosti ekonomije. Slijedeći Gra- novettera, autor raspravlja o utjecaju društvenih mreža na gospodarske akcije, institucije i rezultate. Nova ekonomska sociologija i ekonomska teorija sučeljene su i uspoređene.208

Društvena ukorijenjenost ekonomije

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