2009. Vol. 10. No. 4

This study has two objectives. First, it suggests conceptual tools, which allows without breaking methodological consistency to sum up divergent commonsense views explaining why devaluation of symbols of academic status takes place and how to resist it. Second, it investigates possibilities for convergence of three separate perspectives in economics and sociology: a) refelxive pragmatics of social symbolism by Goffman and Garfi nkel [Goffman 1951; Goffman, 1959; Goffman 1969; Garfi nkel 1967]; b) research on “social dilemmas” [Axelrod 1984; Ostrom 1990; Ostrom 1997]; c) information economics, especially see Spence [Spence 1976; Spence 1973; Spence 2002; Akerlof 1970; Stiglitz 2000; Riley 2001].

Analysis of social networks is suggested as a tool for linking micro and macro levels of sociological theory. The procedure is illustrated by elaboration of the macro implications of one aspect of small-scale interaction: the strength of dyadic ties. It is argued that the degree of overlap of two individuals’ friendship networks varies directly with the strength of their tie to one another. The impact of this principle on diffusion of infl uence and information, mobility opportunity, and community organization is explored. Stress is laid on the cohesive power of weak ties. Most network models deal, implicitly, with strong ties, thus confi ning their applicability to small, well-defi ned groups. Emphasis on weak ties lends itself to discussion of relations between groups and to analysis of segments of social structure not easily defi ned in terms of primary groups.

The paper is devoted to consumer risks resulted from the consumer choice of food and non-food goods and services. Consumer risk is considered as a probability for a partial loss of human potential (health, emotional balance, money) which may occur after a non-reflexive purchasing behavior. Consumer risks fall into four interconnected models which are likely to emerge at all stages of consumer choice. The paper presents outcomes of an empirical research of consumer risks in Volgograd region. It examines mechanisms of social regulation of consumer risks, including consumption culture, formation of partnerships between market actors, construction of information and communicative environment.

The paper discusses changes in status attributes of employees at medical polyclinics under the National project “Health Care”. The research focuses on formal and informal strategies of different groups of medical personnel to maintain their statuses. Based on case-studies (interviews and observations) in two clinics in the city of Saratov and the content-analysis of official documents and mass media it provides a detailed analysis of medical employees’ economic practices that have been changed under the transformation of health care system.