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THE GENESIS AND GENERATION OF SOCIAL VALUE: THE RISE OF ENTREPRENEURIAL SUBJECTIVITY AND SPECIFICS OF ITS VALUE-CREATING ACTION

A. A. Baryshev

Abstract

Social value is an issue of crucial importance for comprehension of nascent forms of both social entrepreneurship and hi-tech business. In this paper I intend to substantiate the historically heterogeneous types of values created by entrepreneurs and to identify the distinguishing features of social value and modi of its creation. I resort to enactivist theory; the theory of regulative, normative and cognitive pillars of institutions; and the actor-network theory. According to the latter, socially constructed objects have different degrees of reliability depending on the modi of convincing people in their reality. This enables me to design a 3-D model of entrepreneurial identity, which incorporates such constituents as status, role and subjectivity. I show that status-based entrepreneurial actions, which rely on rules and sanctions, create authorized value. When they are hinged upon the normative pillars, role-based entrepreneurial actions create the market modus of value. Entrepreneurial actions, performed under the dominance of the entrepreneur`s subjectivity over status and role, lie within the cognitive mechanism of sociality and thus create a completely new type of value, which can be called social or networked value. This is achieved by means of the performatory embeddedness of entrepreneurial actions in the created social network object that turns to be part of people`s lifeworld. Finally, I state the problem of autonomization of a new modus of value by virtue of its transformation into a cyclic cause of social development and entrepreneurial activity.

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DOI resolver: doi.org/10.5593/sgemsocial2017/14/S04.105

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