Abstract

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