Theory and Society 43(3)

Theory and Society, July 2014: Volume 43, Issue 3-4

Special Issue: Measuring Culture

Problems and prospects of measurement in the study of culture
John W. Mohr & Amin Ghaziani

What is the role of measurement in the sociology of culture and how can we sort out the complexities that distinguish qualitative from quantitative approaches to this domain? In this article, we compare the issues and concerns of contemporary scholars who work on matters of culture with the writings of a group of scholars who had prepared papers for a special symposium on scientific measurement held at the annual meeting of the American Association for the Advancement of Science (AAAS) back in 1956. We focus on three issues—the recurring need to reinvent measurement (as illustrated by the career of the psychologist S.S. Stevens), the linkage between qualitative and quantitative methods of analysis (as articulated in the writings of the sociologist Paul Lazarsfeld), and the assertion (by philosophers Ernst Cassirer and Peter Caws) that theorizing necessarily precedes measuring. We review a number of important advances in the way that measurement is theorized and implemented in the sociology of culture and we also point to a number of enduring dilemmas and conundrums that continue to occupy researchers in the field today.

Drawing out culture: productive methods to measure cognition and resonance
Terence E. McDonnell

Theories of culture and action, especially after the cognitive turn, have developed more complex understandings of how unconscious, embodied, internalized culture motivates action. As our theories have become more sophisticated, our methods for capturing these internal processes have not kept up and we struggle to adjudicate among theories of how culture shapes action. This article discusses what I call “productive” methods: methods that observe people creating a cultural object. Productive methods, I argue, are well suited for drawing out moments of shared automatic cognition and resonance. To demonstrate the value of productive methods, I describe my method of asking focus group participants to devise and draw AIDS campaign posters collectively. I then 1) show how this productive method made visible distinct moments of both automatic and deliberative cognition, 2) offer an operational definition of resonance and demonstrate how the process of drawing revealed moments of resonance, and 3) suggest how this method allowed me to investigate the relationship between cognition and resonance and their effect on action. To conclude, I discuss strategies for using productive methods and advocate for their use in measuring culture.

The situations of culture: humor and the limits of measurability
Iddo Tavory

This article develops a theory of humor and uses it to assess the attempt to measure meaning-structures in cultural sociology. To understand how humor operates, researchers need to attend to two layers of cultural competencies: general typifications and situation-specific know-how. These cultural competencies are then invoked in ways that define humor as a specific form of experiential frame—the bi-sociation of meaning, its condensation, and resonance with experienced tensions in the social world. I show the usefulness of this theorization through the empirical case of AIDS humor in Malawi, a small country in South-East Africa. Using conversational diaries, everyday interactions, and newspaper cartoons, I argue both that such humor is widespread and that it reveals important facets of life in a country ravaged by the pandemic—what it means for the shadow of AIDS to be ever-present. Through this case, I then turn back to the question of measurement, arguing that although measuring tools may be able to identify large-scale semantic shifts, they necessarily miss forms of interaction such as humor, that are based on allusion, condensation, and what is left unsaid.

Seeing culture through the eye of the beholder: four methods in pursuit of taste
Ashley Mears

When it comes to making aesthetic decisions, people commonly account for their taste with intuition. A cultural good, symbol, or object is simply right and respondents “know it when they see it.” This article investigates the cultural meanings professional tastemakers see as they make such deliberations, while also illustrating the problems sociologists have in seeing culture. Using the case of fashion model casting and scouting, I present four methods to trace how cultural producers recognize and value models’ looks in the global fashion market, demonstrating how each method results in a different emphasis on how culture is used to acquire and deploy aesthetic sense. First, interviews capture justifications of aesthetic decisions, as well as general processes about day-to-day work routines, which are next tested with network analysis, the second method, which emphasizes structural arrangements in taste decisions. The third method, ethnography, discovers taste as a situated form of knowledge production and emphasizes culture in interaction. The fourth and related method, observant participation, sees taste as phenomenological as culture becomes embodied and tacit consciousness. Each of these methods is an optical device that renders a particular and complimentary account of taste and affords researchers a certain way to see how culture works.

Tools from moral psychology for measuring personal moral culture
Stephen Vaisey & Andrew Miles

Moral culture can mean many things, but two major elements are a concern with moral goods and moral prohibitions. Moral psychologists have developed instruments for assessing both of these and such measures can be directly imported by sociologists. Work by Schwartz and his colleagues on values offers a well-established way of measuring moral goods, while researchers using Haidt’s Moral Foundations Theory have developed validated measures of moral prohibitions. Both values and moral foundations are distributed across the social landscape in systematic, sociologically interesting ways. Although typically measured using questionnaires, we show that values and moral foundations also can be used to analyze interview, archival, or “big data.” Combining psychological and sociological tools and frameworks promises to clarify relations among existing sociological treatments of moral culture and to connect such treatments to a thriving conversation in moral psychology.

The institutional logics of love: measuring intimate life
Roger Friedland , John W. Mohr , Henk Roose & Paolo Gardinali

Building on a long tradition of measuring cultural logics from a relational perspective, we analyze a recent survey of American university students to assess whether institutional logics operate in the lived experience of individuals. An institutional logic is an analytic troika of object, practice, and subject linked together through dually ordered systems of articulations. Using the formal method of correspondence analysis (MCA) we identify two latent dimensions that order physical, verbal, emotional, categorical, and moral practices of and investments in love. We take these dimensions as evidence of an institutional logic. The dominant first dimension is organized through talk of love, non-genital physical intimacies, and affective investment. It has no sexual specificity. The subsidiary second dimension is organized through moral investment and it has a genital sexual specificity. There is little difference between women and men, either in the way these dimensions are organized or in the location of men and women within these dimensionalized spaces. We find that romantic love has a situated material effect in terms of increasing the probabilities of orgasm.

Measuring urban sexual cultures
Amin Ghaziani

Gay neighborhoods across the United States are de-concentrating in today’s so-called “post-gay” era as sexual minorities assimilate into the mainstream and disperse across the city. This context creates a problem of measurement. If by “culture” we mean to say a particular way of life of a group or subgroup of people like sexual minorities, and if that way of life is blending with other aspects of the metropolis, then how can we detect distinct urban sexual cultures? In this article, I use 125 interviews with Chicago residents to propose a two-pronged strategy. First, gay neighborhoods continue to house anchor institutions, despite ongoing residential out-migrations. These are the primary engines of community building, and they locate the material culture of a group in a specific place. Commemorations serve as a second indicator for a culture, and they too put meanings into form. Although it is a fact of city life that all neighborhoods change, anchors and commemorations are analytic devices that scholars can use to observe urban sexual cultures. More generally, they provide a framework for how to measure the shifting geographic profile of a historically stigmatized group as it experiences positive change in public opinion.

Omnivorousness as the bridging of cultural holes: A measurement strategy
Omar Lizardo

Recent research and theory at the intersection of cultural sociology and network analysis have converged around the notion of cultural holes: patterns of cultural choice that position the person as a bridge not between other persons but between cultural worlds. This is an approach that promises to open up new vistas in our conceptualization of the relationship between social position and cultural taste, but that so far lacks operational grounding. In this article, I draw on Breiger’s (1974) formalization of the idea of the duality of persons and groups along with classical formalizations of brokerage for sociometric networks (Burt 1992) to suggest that the “cultural ego network” of a typical survey respondent can be reconstructed from patterns of audience overlap among the cultural items that are chosen by each respondent. This leads to a formalization of the notion of omnivorousness as relatively low levels of clustering in the cultural network: namely, omnivorousness as cultural network efficiency. I show how this metric overcomes the difficulties that have plagued previous attempts to produce ordinal indicators of omnivorousness from simple counts of the number of cultural choices, while providing novel substantive (and sometime counter-intuitive) insights into the relationship between socio-demographic status markers and patterns of cultural choice in the contemporary United States.

Analyzing the culture of markets
Frederick F. Wherry

The rise of culture in economic studies has resulted in systematic investigations of the shared meanings that shape markets, economic decisions, and outcomes. A number of social scientists have a) privileged the heterogeneity of meanings within organizations and groups over monolithic accounts, b) used thick description and single or comparative case studies to investigate the incessant contestations over meanings and the corresponding actions facilitated, and c) have developed empirically testable propositions without insisting on the reduction of meanings to simple principles embedded in structures. This line of work does not deny that relatively stable cultural meanings exist or that parsimony is possible. Instead, it offers a parallel track privileging three modes of analysis: 1) the identification of discursive inflection points as leading indicators of market takeoffs, privileging thick minimalism over parsimony; 2) breached sequence analyses of transactions, highlighting experimental methods; and 3) relational analyses of networks and contested circuits, tying situated negotiations to overarching cultural structures. The article concludes with a plea to keep cultural analyses interpretive, historically grounded, and intuitively attuned to the meanings of social life.

Measuring futures in action: projective grammars in the Rio + 20 debates
Ann Mische

While there is an extensive subfield in sociology studying the sources, content, and consequences of collective memory, the study of future projections has been much more fragmentary. In part, this has to do with the challenge of measurement; how do you measure something that has not happened yet? In this article, I argue that future projections can be studied via their externalizations in attitudes, narratives, performance, and material forms. They are particularly evident in what I call “sites of hyperprojectivity,” that is, sites of heightened, future-oriented public debate about possible futures. As a pilot project, I examine contending narratives about possible futures in the online documents of the United Nations Conference on Sustainable Development and the accompanying “People’s Summit,” held in Rio de Janeiro in June 2012. I propose a framework for studying how public interventions into debates about “sustainable futures” and the “green economy” differ on various dimensions of projectivity, including their temporal reach, attention to contingency and causality, and network mapping of future actors. I present a preliminary analysis at the level of narrative and grammar, by analyzing the use of predictive, imperative, and subjunctive verb forms in both programmatic and oppositional texts. I close with a discussion of how different genres of future projection might be put to analytical use in studying processes of interest to social scientists, such as coalition formation, institution building, political mobilization, and policy change.

The cultural environment: measuring culture with big data
Christopher A. Bail

The rise of the Internet, social media, and digitized historical archives has produced a colossal amount of text-based data in recent years. While computer scientists have produced powerful new tools for automated analyses of such “big data,” they lack the theoretical direction necessary to extract meaning from them. Meanwhile, cultural sociologists have produced sophisticated theories of the social origins of meaning, but lack the methodological capacity to explore them beyond micro-levels of analysis. I propose a synthesis of these two fields that adjoins conventional qualitative methods and new techniques for automated analysis of large amounts of text in iterative fashion. First, I explain how automated text extraction methods may be used to map the contours of cultural environments. Second, I discuss the potential of automated text-classification methods to classify different types of culture such as frames, schema, or symbolic boundaries. Finally, I explain how these new tools can be combined with conventional qualitative methods to trace the evolution of such cultural elements over time. While my assessment of the integration of big data and cultural sociology is optimistic, my conclusion highlights several challenges in implementing this agenda. These include a lack of information about the social context in which texts are produced, the construction of reliable coding schemes that can be automated algorithmically, and the relatively high entry costs for cultural sociologists who wish to develop the technical expertise currently necessary to work with big data.