Viviana Zelizer's Relational Work - Philosophical Concept | Alexandria
Viviana Zelizer’s concept of Relational Work, a cornerstone within economic sociology, reveals the intricate ways social relations shape and are shaped by economic transactions. It challenges purely rational models of economic behavior, arguing that personal relationships, cultural meanings, and moral considerations are integral to how we engage with money and markets. Often misconstrued as simply the “emotional side of economics,” relational work is far more; it’s the conscious and unconscious labor of embedding economic activities within webs of social connection.
While the explicit term "relational work" gained prominence through Zelizer’s scholarship in the late 20th century, the underlying recognition of social factors influencing economic life can be traced back to earlier sociological thinkers. Though not explicitly named as such, early mentions of similar concepts appear in sociological literature analyzing social structures in early industrial economies. These observations hint at the persistent tension between the idealized vision of impersonal markets and the lived reality of economic interaction, a tension that continues to fuel debate today.
Zelizer's groundbreaking work reframed how we understand phenomena like life insurance (Morals and Markets, 1979), the value of children (Pricing the Priceless Child, 1985), and the social meaning of money (The Social Meaning of Money, 1994). These studies show how seemingly cold, calculating economic realms are actually saturated with emotion, morality, and social meaning. For instance, the initial resistance to life insurance stemmed not from economic irrationality, but from moral objections to commodifying human life. This highlights how cultural values actively shape market acceptance and design. Furthermore, the evolution of money from a purely utilitarian medium of exchange to a deeply symbolic token invested with personal and relational significance exemplifies the transformative power of relational work.
The legacy of relational work lies in its enduring influence on economic sociology and related fields. It urges us to look beyond purely economic metrics and embrace the deeply human dimensions of economic life. Contemporary studies now apply this lens to analyze digital economies, charitable giving, and ethical consumption, revealing the ongoing impact of relational considerations in a rapidly changing world. How will increasingly complex technologies and the shifting landscape of social connections further reshape our understanding of relational work, and consequently, the essence of economic exchange itself?