Connecting intimacy and economy through the ideas of Viviana Zelizer
DOI:
https://doi.org/10.15448/2178-5694.2020.2.39441Keywords:
Viviana Zelizer, New Economic Sociology, Connected LivesAbstract
This article aims to offer a presentation of the theoretical line of Argentine sociologist Viviana Zelizer and her contributions to the cultural and moral significance of the economy. Dialoguing with her works, the text brought here seeks to demonstrate how economic relations are constantly shaped by the systems of meanings attributed by people and by the social contacts they establish in the intercourse of daily life. The article seeks to demonstrate how intimate relationships and affections are connected with economic transactions. To this end, the author offers us a contrast to the conventional theoretical scheme of classical and neoclassical economics, according to which, the market affects solidarity and personal relationships in a highly damaging way. Thus, when overcoming the opposition between intimacy and economy, Zelizer's analysis of connected worlds offers us an alternative to think about the dynamics of social life, not only through the bias of institutions, organizations, values , and rationality but yes, based on its roots and its relationship with the social, cultural and affective aspects that permeate the lives of individuals.
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