Трансформация организационного и профессионального контекста индустрии опросов общественного мнения в России: опыт макро- и микроанализа

Laboratorium. Журнал социальных исследований. 2012. № 1. С. 45–75.

Abramov R.

This article analyzes the organizational structure of the public opinion survey industry in Russia as an independent market and society sector. The article consists of two parts: the first part attempts a macroanalysis of the principles of the industry’s organization; the second part consolidates the results of the author’s research conducted within the framework of organizational ethnography, allowing insight into this industry’s work on a micro level. Special attention is devoted to changes that took place as a result of the expansion of a managerial ideology throughout the practices of organizations within this industry. The first part of the article draws on the analytical possibilities grounded in neo-institutional sociology. The main thesis of this section is that, despite the ontogenetic and organizational differences in the sphere of market research and that of public opinion surveys, a gradual isomorphism has taken hold: over time the public opinion survey industry has adopted standards of governance and representation conventional in marketing. The second part of the article demonstrates the logic of managerial expansion through a case study of organizational changes in a leading Russian company specializing in public opinion surveys. This example is drawn from my own ethnographic research. The main conflict discussed in this second part is the struggle between managers and professionals over who will control the work process and dominate the organization’s management. I draw on the theories of Luc Boltanski and Laurent Thévenot, as well as work in the sociology of professions and critical studies of managerialism by Alasdair MacIntyre.

Keywords: профессии, социология организаций, менеджериализм, опросы общественного мнения, социология труда, профессий и занятий, структура и программа социологического исследования