Replacing the Network Society with Social Foam: A Revolution for Corporate Ethnography?

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What would it mean for corporate ethnography to think of society not as a network, but rather as an agglomeration of bubbles that constitute foam? The article offers a comparison of the metaphors of network and foam and their implications for the analysis of contemporary sociality. It draws on the philosopher Peter Sloterdijk’s theory that we live not in one mono-spherical society but rather in apluralityofmicro-spherestobedescribedassocialfoam. Anemphasisonatmospheres,affectand contagiousness follows from this conceptualization of the social world. These consequences are discussed, and some suggestions offered of how Sloterdijk’s ideas might shift the focus of corporate ethnography. Although primarily a conceptual intervention, the article also describes how organizational theory has started to deploy the concept of social foam. It concludes with a reexamination, through a focus on atmospheres, of a previous study undertaken at Intel, which shifts the emphasis of the analysis.

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