On Seeing Contemporary Identity in terms of Society :

Akerlof’s Identity Economics and Contemporary Sociology

Abstract

 This paper clarifies the differences between Akerlof’s identity economics and sociology’s concept of identity, and then examines the potential use of this in sociology. Akerlof, a famous theoretical economist, attempted to develop economics by introducing a sociological normative perspective to economics. In doing so, he focused on identity. However, Akerlof’s view differs from the way sociology generally perceives identity. It is a view of identity from the side of society. This paper suggests that the view and the concept of identity utility used in it, although in a different sense from that of Akerlof, are interesting for examining identity issues in today’s increasingly individualized society, and have potential for sociological application.