Перформативность в действии: экономика качеств М.Каллона как парадигма социологического анализа рынков
Performativity in action: Michel Callon's economy of qualities as a paradigm for sociological analysis of markets An alternative research program has been emerging in economic sociology in last decade. It rejects the critique of homo economicus in favour of examining why economic agents progressively resemble this economic conception of man. The new approach relies on thesis of performativity of economics, according to which the distribution of economic knowledge and technology dramatically changes economic practice, thereby increasing the verisimilitude of economic theories. Calculativeness can be considered now as a key feature of the man and his technological environment. This paper demonstrates how performativity thesis combined with the theory of monopolistic competition can provide a paradigm for economicsociological research of markets, which would be able to take full account of increasing structuring impact of economic technologies on economic practices.