Abstract

The study of preferences and society can also be understood as the study of a society's values. Talcott Parsons describes preferences as “social agreements” about what is desirable in a society. These social agreements create a need or desire for individuals within the society to obtain whatever is valued. David Riesman contextualizes preferences within the framework of changing modes of “social character.” Social character structures preferences and embeds goals in individuals. Erich Fromm and other theorists associated with the Frankfurt School approach preferences in society from within a Marxist–Freudian perspective. Fromm posits that the id in the individual personality is shaped and modified by the superego of society and based on the value systems of the social class to which the individual belongs. The symbolic interactionist perspective regards values or preferences as impermanent and fluctuating. The self, according to symbolic interactionists, constantly adjusts values and preferences according to its social context.

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