CONCEIVING BEST OUTCOMES WITHIN A THEORY OF UTILITY MAXIMIZATION - A CULTURE-LEVEL CRITIQUE

Coleman's rational choice theory introduces the idea of a ''social opt imum'' into sociological theory. This idea of conceiving best outcomes is central to the project of reasoned progress and is an important to nic against the postmodern doubt. The utility maximization approach is inadequate, however because it is locked into an analysis of social s tructures. As a result it cannot conceptualize common standards, which are essential to best outcomes. These are treated adequately only wit hin a cultural analysis. Welfare economics has dealt with this problem of best outcomes for a long time. Its history with the problem verifi es the insuperable difficulties in a conception of action as utility m aximization. When Coleman generalizes that approach, he manages only t o reduce standards to power. This is inadequate. Some implications of conceiving common standards as culture are discussed.