Contemporary Barter among Small-Business Owners: Symbolism, Meaning and Trust in Economic Exchange

Orla Stapleton, Keough School of Global Affairs, University of Notre Dame

Why are small-business owners across the United States engaged in what is erroneously considered a primitive, shady or obsolete economic activity, barter? This research examines the social interaction of contemporary barter, specifically how trust and social solidarity are created between market actors, through economically motivated barter exchange. According to Chapman (1980) “barter is barter because the intent is economic.” Previous studies of barter have focused on the context, location or the social characteristics of those involved in the exchange to better understand the outcome. This study focuses on the barter interaction to unpack the symbolism it embodies and the meaning created therein. Using data from 60 in-depth interviews and 90 surveys of small-business owners, this research serves as a bridge between anthropological, sociological and managerial accounts of barter. It argues that small-business owners are motivated to barter by economic goals but in the interpersonal interaction of barter the meaning of the exchange is transformed. The barter comes to symbolize care, affection and trust, resulting in social bonds and increased solidarity among business owners. These findings contribute to theories of social exchange (Molm et al 2007) by examining how trust is created in the interaction. In addition, they illustrate how small-business owners navigate and humanize an often-dehumanizing market.

No extended abstract or paper available

 Presented in Session 33. Trust in Uncertain Times: Substantive and Methodological Reflections