Social Transformation in Emotional Aspect: from Methodological Issues for Technical Solutions

Abstract

Article is dedicated to find out how social emotions affect social behavior. The main problem of modern sociology of emotions is a contradiction between multiple conceptualizations of emotion and rather weak their practical realization. It is shown that this is due to limitations of the existing methodological approaches, which is associated with an attempt to operate too strong generalizations regarding the existing social individual. In empirical studies the emotional component is primarily used as a marker of previous rationalizations that makes Homo sociologicus in Homo economicus. At the same time methodological principles «humians sociology», on the basis of which affect plays a key role in causing the action described Homo sentimentalis rather than Homo sociologicus. An attempt to combination of methodological approaches allows us to formulate the theoretical assumption of the possibility to combine two separate types of connections, methodologically separated in previous approaches, in a single chain of transformations, where the external «triggers» internal emotional experiences, which are made in the affections and translated into action. Features of the proposed approach are demonstrated on empirical data.