book spotlight: from social movement to moral market by paul-brian mcinerney
I had the pleasure of reading Paul-Brian McInerney’s book, From Social Movement to Moral Market, as it was being written. It’s a good book that expands on the new sociology of markets, which focuses on how ideas of worth and value influence firms and exchange. The main contribution of McInerney’s book is explaining how one specific movement, the Circuit Riders, innovated the field of IT for non-profits. This is a big area of the market and it raises a number of issues that are worth discussing.
At first, the Circuit Riders start off as a typical movement. A small cluster of nerds who have the dream of helping non-profits exploit new information technologies. Later, things get interesting as Microsoft jumps into the fray and creates a hybrid organization that bridges the IT consulting world and the idealistic nerd world. This creates a sort of situation of moral ambivalence where people question the role of various organizations in helping non-profits. Thus, movements create new spaces that have to be negotiated as markets mature and become institutionalized.
The bigger picture is that McInerney’s book makes a strong case that movements are vital actors in society. Not only do they push for political change, but they are responsible for creating markets and organizations. I think research likes this makes the case that studies of social change should more consistently look for movement like actors across different social domains.