Beruflich Dokumente
Kultur Dokumente
years ago. The reason they do not is because of the exchange of feedback, in
other words the use of reputation systems. Lest we imagine these are an
invention of the Internet age, they are at pains to point out that trade has
always involved such systems as Weber himself noted. Snijders and Weesie
consider how close we can get to the decision-making process of the buyer
through the traditional research focus on the auction site, eBay, given that the
data which is readily available reveals little of this process.
Part 3 includes five chapters on assessing trust and reputation online. Cook
et al assess determinants of trustworthiness by means of an empirical study
using an online survey distributed to undergraduates. Other chapters in this
section consider how trust is rebuilt after negative feedback, how social
control on the Internet (eg banning members who misbehave from auction
sites) is exercised, how users cope with uncertainty and how cooperation may
take place even when formal trust mechanisms are not available.
Overall the scope of the book is extensive and the approach detailed if
mainly limited to empirical studies of students. How far Internet researchers
will find this book useful will depend on which research paradigm they use.
There are a number of major nettles yet to be grasped, not least a richer
picture of the influence of culture. If you value laboratory experiments, a
quantitative approach resting on a functionalist point of view then this book
will be of considerable value. However if you want to know what all kinds of
users think about trust in the online world and how trust is made and main-
tained therein you would need to look elsewhere.
© 2010 The Authors. The Sociological Review © 2010 The Editorial Board of The Sociological Review 707
Book reviews
708 © 2010 The Authors. The Sociological Review © 2010 The Editorial Board of The Sociological Review
Book reviews
religions (primarily Christianity and Islam) on the spread of global ideas and
processes. If Martell has an integrating theme to pull together what is other-
wise an overwhelming array of issues, it is the question of global inequality.
However, his analysis is in the end as pessimistic as Ritzer’s critical theory of
culture.
Both of these books aspire, largely successfully, to be textbooks aimed at
the mass market of undergraduate courses on globalization in Britain and the
United States. Both volumes are complete with inserts, diagrams, summary
statements, literature review, annotated lists for further reading, charts and
definitions. Both are clearly written and are consequently superb teaching
devices, but from the perspective of research scholars they are of less interest,
and problematically both textbooks were written before the credit crisis of
2008–2009 and its ongoing aftermath. Unsurprisingly neither author contem-
plates the prospect of post-globalization, or the financialization of capitalism,
or a long downturn in economic growth or the securitization of the state that
might be increasingly necessary after the end of middle-class prosperity and
the expansion of the global underclass. Both textbooks do however address
the issue of China’s economic ascendancy, but neither discusses what is pos-
sibly the key text in the field, namely Doug Guthrie’s China and Globalization
(2009).
Perhaps the key political and ethical issue then is whether the rise of various
forms of global consciousness – human rights, environmentalism and cosmo-
politanism – can offset the otherwise bleak picture of the globalization of
nothing – the world-wide dystopia of consumerism – and the intensification of
global inequality that will be the inevitable outcome of the current crisis. What
comes after globalization may be either the emergence of a feral society
(urban decay, water wars, over-population and pandemics) or the construction
of new social bonds around a shared cosmopolitan ethic, or both. Ritzer and
Martell provide excellent analyses of our social plight, but offer little by way of
an explicit ethical analysis. Does the current interest in the ‘cosmopolitan
imagination’ (Delanty, 2009) perhaps provide both an empirical and moral
understanding of globalization? Perhaps post-grobalization might help us hold
a cosmopolitan dialogue about something rather than nothing.
The Graduate Center, the City University of New York Bryan S. Turner
References
Delanty, Gerard, (2009), The Cosmopolitan Imagination. The Renewal of Critical Social Theory,
Cambridge: Cambridge University Press.
Guthrie, Doug, (2009), China and Globalization, New York: Routledge (revised edition).
Ritzer, George, (1993), The McDonalization of Society, Thousand Oaks: Pine Forge Press.
Ritzer, George, (2003), The Globalization of Nothing, London: Sage.
Watson, James (ed.), (1997), Golden Arches East. McDonalds in East Asia, Stanford: Stanford
University Press.
© 2010 The Authors. The Sociological Review © 2010 The Editorial Board of The Sociological Review 709