Moedas sociais digitais: estudo de caso de duas experiências em bancos comunitários
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2015-03-02
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Diniz, Eduardo Henrique
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This research is based on two case studies in which local governments tried to implement a digital social currency in their municipalities in Brazil. It tries to understand if the introduction of a digital payments technology can change basic concepts of community and society when combined with social currencies, or if is the technology which needs to adapt to these concepts. Using two opposite cases to represent the notions of gemeinschaft and gesellschaft in Tönnies’ theory, the hypothesis is that the digitalization of social currencies needs to be aligned with basic concepts of community, solidarity and belonging - among others – according to the frame of each case. Results indicate few evidences to support definite conclusions, with the research speculating that (1) due to characteristics of digital money, even in the case of a successful implementation in gemeinschaft types of communities, this will only occur through the creation of an innovative model of digital payments capable to take into account the strong social capital of these communities; (2) this study shows that the currently existing technologies tend to a gain of scale that can present some incompatibility with small communities where the solidarity sense is greater than the individual; (3) force the adoption of digital social money in small communities can lead to individualization and contractual forms of intrapersonal relationships; (4) in the case of top-down implementations of a digital social currency, this model is more conducive to liberal experiences focused on individuals than to bottom-up communitarians experiences focused on the development of the model by the community itself. Finally, as a theoretical contribution, the research intends to show the potential of using Goffman’s frames theory in conjunction with Tönnies’ gemeinschaft (community) / gesellschaft (society) constructs as a framework to understand the role of the adoption of digital social currencies in local experiences.