Social Emotions and the Legitimation of the Fertility Technology Market
研究社会情绪如何作为合法化力量影响美国生育技术市场，发现合法化涉及情感规则等级的确立，并通过极化、具体化和转化三种机制重塑监管、规范和文化认知支柱。
Abstract Using the sociology of emotions, we investigate the role of social emotions as a legitimating force in the market. In a longitudinal study of the media coverage surrounding US fertility technologies, we find that legitimation involves the establishment of hierarchies among feeling rules, which dictate what social emotions are expressed toward markets, consumers, and technologies. We delineate three mechanisms (polarizing, reifying, and transforming social emotions) that are affected by trigger events such as product innovations and historical developments. These mechanisms work to (re)shape regulatory, normative, and cultural-cognitive legitimacy pillars, influencing the overall cultural attention paid to a market. Consequently, legitimation is ongoing and fragmented as the dominance of feeling rules varies across multiple entities and over time, with negative social emotions and controversies at times aiding this process rather than exclusively hindering it.