ABSTRACT
Since the early 1990s the social sciences have experienced a cultural turn which recognises that the ‘economic’ and the ‘cultural’ are ‘hybrid’ categories (du Gay, 1997a: 2). This realisation is founded on the literature of industrial sociology and especially the work of Marc Granovetter (1985) and Sharon Zukin and Paul DiMaggio (1990). To Zukin and DiMaggio, ‘[c]ulture sets limits to economic rationality: it prescribes or limits market exchange. … [C]ulture may shape terms of trade.… Culture … prescribes strategies of self-interested action … and defines the actors who may legitimately engage in them’.
