New Economic Sociology: Mark Granovetter
Gaurang R. Sahay
Despite the efforts of Parsons and Smelser in the mid-1950s and the 1960s to revive economic sociology, it attracted little attention, and by the 1970s the field was somewhat stagnant. However, in the early 1980s, a few studies suggested a new stirring of interest in economic sociology (e.g., White 1981; Stinchcombe 1983; Baker 1984; Coleman 1985). If one nonetheless were to choose one single year as the birth-year for New Economic Sociology, it would be 1985 since this was the year when the term 'New Economic Sociology' was born and also the year when an article appeared that was soon to become the most popular article of all in contemporary new economic sociology. The article, which galvanized quite a few sociologists into action as well as supplied them with intellectual legitimation for venturing onto the economist's turf, was Mark Granovetter's brilliant piece of work 'Economic Action and Social Structure: The Problem of Embeddedness', which appeared in the November 1985 issue of American Journal of Sociology. The article clearly contains the best critique up to date of New Institutional Economics as well as the conceptualisation of individual as an atomised rational decision making agency. The article focuses on the failure of economists to incorporate social structure into the analysis. To quote Granovetter,
Critics who have attempted to reform the foundations of economics have mainly been economists themselves. Their attack has typically been on the usual conception of rational action. It is my argument here that there is another fundamental feature of neoclassical economic theory that provides more fertile ground for attack: the assumption that economic actors make decisions in isolation from one another - independent of their social connections: what I will call the assumption of 'atomized' decision-making. (Granovetter 1982:2)
It should also be noted that Granovetter's move made it possible to introduce a new kind of analysis: where the actor is rational but their actions are grounded in social structure, so social structure counts. He argues that a sociological approach to the economy does not mean that the actors are viewed as irrational; sociology and rationality can very well coexist.
There exists an undercurrent of optimism and enthusiasm in this article, which is connected to the idea that if social structure matters in the realm of economy, then sociologists have a whole new world of exciting research opening up to them. He writes that ‘a large and important agenda thus remains nearly virgin territory with abundant fertile land to till' (Granovetter 1982:27). ‘I think there is a huge, untouched territory there, a whole Virgin lake' - again - for anybody who knows some sociology’. (Granovetter 1987:18)
Old economic sociology was here identified, by Granovetter, primairily with industrial sociology and the economy and society perspective of Talcott Parsons, Neil Smelser and Wilbert E. Moore. These two approaches, Granovetter said, had been full of vitality in 1960 - but then 'suddenly died out' (Granovetter 1985a). While stressing that the tradition of Parsons, Smelser and Moore had still much to give, Granovetter nonetheless drew a sharp line between old and new economic sociology:
In general, one of the main differences between the new and the old economic sociology has been precisely that new economic sociology does not hesitate to attack neoclassical arguments in fundamental ways, whereas the old economic sociology kept its criticism rather muted, and almost never constructed alternative models at the same level of detail. Granovetter writes ‘My position is that there is something very basically wrong with microeconomics, and that the new economic sociology should make this argument loud and clear especially in the absolutely core economic areas of market structure, production, pricing, distribution and consumption. What is wrong is that economic actors are not atomized from one another, as the theory requires us to believe, but are involved in interaction and structures of interaction that are theoretically central to outcomes - they are not peripheral frictions’. (Granovetter 1985a; cf. Granovetter 1990a:107, 1990b:95)
During the thirty five years or so of its existence, New Economic Sociology has become quite popular. This is particularly true for the United States, and it deserves to be stressed that New Economic Sociology is basically a North American phenomenon, even if a small number of supporters also can be found in various European countries. It should therefore be noted that a reader in New Economic Sociology appeared in 1992 (Granovetter & Swedberg 1992). Three anthologies have also appeared as well as a huge Handbook of Economic Sociology with some 40 contributors during 1990s (Friedland & Robertson 1990; Zukin & DiMaggio 1990b; Swedberg 1993; Smelser & Swedberg 1994). Every year there are a couple of sessions in ‘economic sociology’ at the American Sociological Association (ASA). But there still is a long distance we have to cover.
New Economic Sociology developed its own theoretical perspective by introducing a few key theoretical concepts; and one of these is obviously 'embeddedness' that comes from Granovetter's 1985 article. The basic thrust of Granovetter's 1985 article was to change the focus of the critique of economics from the assumption of rationality to the use of isolated actors. Embeddedness is then introduced as a counter-concept to atomization, Granovetter writes:
The opposite of atomization is something I want to call 'embeddedness', and I believe that the usefulness of social structural analysis in economic life has to do in crucial ways with recognizing the importance of embeddedness. (Granovetter 1982:11)
Whereas Karl Polanyi had introduced the notion of embeddedness to emphasize that the economy was an organic part of society in pre-capitalist times, Granovetter wanted to substantiate that economic actions are embedded in social structures of capitalist society too. He writes that economic actions are 'embedded in concrete systems of social relations', and these 'social relations' are to be understood in network terms (Granovetter 1985b:487; cf. 1990a: 107-108). Economic behaviour is 'embedded in networks of interpersonal relations' (Granovetter 1985b: 504). Granovetter introduces two related concepts 'relational embeddedness' and 'structural embeddedness' (Granovetter 1990b: 98-10).
Granovetter, following Berger and Luckmann's famous book The Social Construction of Reality (1966), talks about 'the social construction of the economy'. According to Granovetter, the notion of social construction constitutes - together with the idea of embeddedness - a fundamental sociological proposition in new economic sociology (Granovetter 1990b:95). What Granovetter, however, adds to Berger and Luckmann is a networks perspective, more precisely an argument about how networks play a particularly important role in the early stages of the coming into being of an institution. The US electrical utility industry, to use one of Granovetter's favourite examples, was early on fundamentally influenced by the networks of firms, holding companies and regulators. Later 'this [whole] network . . .congealed', as Granovetter phrases it, something which means that personal networks played less of a role after the evolution of an institution (Granovetter 1992a: 9). Granovetter says the electrical utility industry during the course of time acquired a specific institutional form with its own dynamic; it was 'locked in'.
Granovetter’s paper (1978) argues that knowing the norms, preferences, motives, and beliefs of participants in collective behavior can, in most cases, only provide a necessary but not a sufficient condition for the explanation of outcomes; in addition, one needs a model of how these participants in collective behavior or individual preferences interact and aggregate. He terms the model “threshold model”. The model admits that in most cases the decision of an actor can be thought of as having a positive and negative side— deciding to do a thing or not to. The decision of the actor depends in part on how many others make which choice. The cost to an individual of taking a decision declines as the number of people taking the same decision increases, since the probability of being apprehended is smaller the larger the number involved.
The individuals in this model are assumed rational—that is, given their goals and preferences and their perception of their situations, they act so as to maximize their utility. Individual differences are a main focus of the models. Difierent individuals require different levels of safety before they make a decision and also vary in the benefits they derive from decision making. The crucial concept for describing such variation among individuals is that of “threshold.” A person’s threshold for making a decision is defined here as the proportion of the group he would have to see join before he would do so. The threshold is simply that point where the perceived benefits to an individual of doing the thing in question exceed the perceived costs.
Granovetter has cited some examples in favour of threshold analysis. Women in Korean villages were wary of adopting birth control devices and wait to do so until some proportion of their fellow villagers do. Different women had different thresholds, depending upon their education, age, husband’s opinions, position in a hierarchy of informal leadership, or personal tastes. Workers deciding whether to strike will attend carefully to how many others have already committed themselves, since the cost of being one of a small number of strikers is high. One’s decision to vote for a particular candidate depends heavily on how many others have already decided to do so, partly because of social influence, partly because one does not want to waste one’s vote. This is what he calls “bandwagon effects.” The decision to go to college depends in part on what proportion of one’s cohort does so. If the the proportion is greater, there is greater the possibility of joining the college. We have all had the experience of sitting impatiently at a boring lecture, unable to leave because not enough others have yet done so. It is well known that migration decisions depend heavily on those of others, as in “chain migration”.
For Granovetter, there are mainly three approaches in New Economic Sociology: networks approach, cultural sociological approach and organization approach. There are a number of concrete studies in new economic sociology which are inspired by networks approach, cultural sociological approach and organization approach.
Networks approach
The relationship between new economic sociology and network theory is divided into two stages. During the first stage, which began in the late 1960s and lasted to something like the mid-1980s, network theory led to the study of corporate interlocks, that is, a social structure that is created when an individual sits on two or more corporate boards. A number of studies of this type were produced, and some of the results were the following: there exists regular patterns of interlocks that persist over time, and banks plus insurance companies tend to be the most central corporations in these networks (Mizruchi 1966). Donadd Palmer (1983) made a study of the situation when an interlock is broken, through an individual's death or retirement. Palmer concludes that only a minority of the interlocks are replaced. Michael Useem shows through a comparative study of top managers in the United States and England that executives in huge corporations tend to develop an overview picture of the economy when they sit on several boards (Useem 1984). Granovetter's early studies The Strength of Weak Ties (1973) and Getting a Job (1974) are in a class of their own among early network studies. He argues that people get jobs depending very much on their connections. People with many casual contacts ('weak ties') tend to find jobs much easier than those who have only regular contacts ('strong ties'), and the basic reason is that people with many casual contacts or weak ties have access to much more information. If strong ties are those between groups of close friends, weak ties are those of acquaintances. The importance of the latter is that they may form a ‘bridge’ between two clusters of people and therefore will be able to communicate novel information from one cluster to another. Strong ties are less important because information will circulate more readily within a group. For example, everyone in an office knows about the new vacancy in it, but not about the vacancy in the offices across town where you friend’s sister’s friends work. All ‘bridges’ between clusters should be weak ties. Similarly, strong ties should be ‘transitive’ – friends of friends should also be your friends – whereas weak ties should not – acquaintances of acquaintances should not be your acquaintances. Unique information often travels between clusters through a weak tie. It has been suggested by many studies that people with comparatively more weak ties than others have higher self-reported happiness, empathy, and feelings of belonging. Furthermore, new opportunities often arise through weak ties – so perhaps pushing through those awkward conversations with your hairdresser is worth it. This basic insight by Granovetter spawned a vast literature on social network analysis which continues to this day.
From the mid-1980s and onwards, network studies in economic sociology changed course and became more interesting as a whole. One reason for this was that some new economic phenomena emerged in the meantime, which fit the networks perspective very well. The rise of new industrial regions, held together by networks of smaller firms, is one of these; and it has inspired a number of fine networks studies (e.g. Lazerson 1993; Perrow 1993; Powell & Smith-Doerr 1994; see adso Piore & Sabel 1984). Important single monographs have appeared as well, such as Ronald Burt's Structural Holes (1992), which contains an imaginative theory of entrepreneurship. It is here suggested that entrepreneurship consists of tying together two isolated parts of one's networks that can benefit from one another (more precisely: two non-redundant contacts). Burt refers to Simmel's idea of 'tertius gaudens' - 'the third who benefits' - and one can say that he has helped to flesh out this idea with the help of networks theory.
Finally, a very significant recent development in networks theory is represented by the introduction of the concept of ‘business groups’ - a concept which has been sociological content and status by Granovetter in his contribution to The Handbook of Economic Sociology (1994). A ‘business group', according to Granovetter's definition, 'is a collection of firms bound together in some formal and/or informal ways', and it differs from the average conglomerate by displaying 'social solidarity'
(Granovetter 1994:454, 462-463). The concept of business groups fits perfectly such phenomena as the Korean chaebol, the Japanese keiretsu and many other, less-known formations of firms from all over the world (see e.g. Gerlach 1992; Biggart et al., forthcoming). The idea of business groups is one of the most fertile concepts generated by New Economic Sociology.
Cultural Sociological approach
The relationship between cultural sociology and New Economic Sociology is mainly discerned in the writings by Viviana Zelizer and Paul DiMaggio. Viviana Zelizer’s work ‘Beyond the Polemics of the Market: Establishing a Theoretical and Empirical Agenda’ (1988) provides programmatic statements on the need to integrate a cultural perspective into New Economic Sociology. This essay contains a sharp critique of the tendency in contemporary economic sociology to reduce everything to social relations and networks, a position she terms ‘social structural absolutism’ (Zelizer 1988: 629). But she also rejects the tendency to analyse economic phenomena exclusively in cultural terms, as if they consist only of meanings — a tendency she labels ‘cultural absolutism’. A well-balanced analysis, she concludes, would simultaneously take structural, economic and cultural factors into account. The goal should be ‘to plot a middle course between cultural and social structural absolutism’ (Zelizer 1988:629).
A similar argument can be found in an interesting discussion of the concept of embeddedness by Sharon Zukin and Paul DiMaggio (1990a). ‘Structural embeddedness’ or embeddedness in networks and social structures, they argue, is of great importance — but there also exist other types of embeddedness. There is, for example, ‘political embeddedness’ or the fact that economic action is always set in a specific context of political struggle. Then there is ’cognitive embeddedness’, which has to do with factors that limit the human mind in its mental processes. And, finally, there in ’cultural embeddedness’ or the embeddedness of economic action in culture. Culture affects the economy through ‘beliefs and ideologies, taken for granted assumptions, or formal rule systems’ (Zukin & DiMaggio 1990a:17). Culture can be either “constitutive,” referring to categories, scripts, and conceptions of agency, or “regulative,” referring to norms, values, and routines.
Political embeddedness has been well explored by Bruce Carruthers (1996) in new economic sociology. He has shown that not only do economic interests influence politics, but also the opposite: “political interests influence economic action” (Carruthers 1996, 7). Using primary material on the trade in shares in the East India Company in the early 1700s, he establishes that political ambitions clearly influenced the choices of buyers and sellers. The critique of Alfred Chandler’s key idea—that recent advances in technology had made it necessary around the turn of the last century to reorganize the large corporation – has similarly emphasized the state’s role in the emergence of the large industrial corporation (e.g. Fligstein 1990; Roy 1990, 1997; Freeland 1996, 2001).
As to empirical studies in economic sociology from a cultural perspective, there is first and foremost Viviana Zelizer’s trilogy: Morals and Markets (1979), Pricing the Priceless Child (1985) and The Social Meaning of Money (1994). In all of these works, the emphasis is on ‘the social construction’ of economic phenomena: on the social construction of life insurance, of the economic value of children, and of different kinds of money. The focus is on the cultural response or resistance to life insurance in 19th-century United States, when the sacred value attached to life clashed with the secular tendency of setting a price on someone’s death. In Pricing the Priceless Child, Zelizer studies nearly the reverse movement: children, in the American perception, went from having an economic value in the 19th century to being economically ‘worthless’ but emotionally ‘priceless’ in the 20th century. And in the last volume of her trilogy — the Social Meaning of Money - Zelizer shows that money is not a neutral, non-social kind of substance, but actually appears in a variety of culturally influenced shapes (‘multiple monies’).
Organization approach
The third approach in contemporary sociology that has contributed to economic sociology in a decisive manner is organization theory. New economic sociology has been very successful in using organization approach to explore a number of important topics, such as the structure of firms and the links between corporations and their environments. One fine example is Nicole Woolsey Biggart’s Charismatic Capitalism (1989), which deals with a very special type of organization: direct selling organizations, such as Tupperware and Mary Kay Cosmetics. Three theoretical approaches in organization theory have been especially important for the development of new economic sociology: resource dependency, population ecology, and new institutionalism.
Resource dependency, as its name suggests, rests on the postulate that organizations are dependent on their environments to survive. An example of this approach is work by Burt (1982, 1983), who suggests that three important factors that affect profits are the number of suppliers, competitors, and customers. The more “structural autonomy” a firm has, the higher its profits; that is, a firm with many suppliers, few competitors, and many customers will be in a position to buy cheaply and sell expensively.
Although resource dependency has lost some of its popularity during the past few years, some new approaches in organization theory such as population ecology and new institutionalism have emerged in the meantime; and these have resulted in a number of studies that are of great interest to economic sociology.
In population ecology the main driving force of organizations is survival. It has been shown that the diffusion of an organizational form typically passes through several distinct stages: a very slow beginning, then explosive growth, and finally a slow settling down (e.g., Hannan and Freeman 1989). Individual studies of this process in various industries, such as railroads, banks, and telephone companies, fill a void in economic sociology (e.g., Carroll and Hannan 1995).
New institutionalism is strongly influenced by the ideas of John W. Meyer and is centered around what may be called cultural and cognitive aspects of organizations (see Powell and DiMaggio 1991). Meyer argues that organizations seem much more rational than they actually are, and that specific models for organizing activities may be applied widely—including to circumstances they do not fit. It has been argued that the strength of new institutionalism is its exploration of “factors that make actors unlikely to recognize or to act on their interests” and its focus on “circumstances that cause actors who do recognize and try to act on their interests to be unable to do so” (DiMaggio 1988, 4–5). John W. Meyer has inspired a number of excellent empirical studies in economic sociology. Two of these deserve a special mention: Neil Fligstein’s Transformation of Corporate Control (1990) and Frank Dobbin’s Forging Industrial Policy (1994). The former is a very sharp and skilful attempt to recast the history of the huge US corporation from a sociological perspective. Dobbin’s work is a comparative study of the evolution of railroad policy in France, the United States and England during the 19th century. The strength of Forging Industrial Policy resides primarily in the way that the author demolishes the idea that there exists only one (rational) way of doing things.