Fra kapital til Social Kapital

Magnus Maduro Nørbo & Tobias Hjorth

Studenteropgave: Semesterprojekt


This third semester at the basic studies in humanities-technology on Roskilde University, we decided to establish a brand called KBHSK. The brand was established as an atypical approach to get the almost kind of ethnographic insights from behind the facade of a company. The overall goal for this semester is to explore the social media Face- book as a tool and an platform for startup companies to create so- cial capital. With the creation of this project we came with the postu- late that: It would be possible to start and establish an company with almost no economic capital founding, but a great amount of social capi- tal, and thereby change the standard model of making a startup company. The theorization of the case study in this rapport is based on: Pierre Bour- dieu Three Capitals, Goffman’s micro-sociology, and various articles on: Customer Relationship Management and Network Quantity. These theories is used to understand the different parameters on how to interact on Face- book as an company and thereby create social capital and economic capital. We concluded that to successfully interact on Facebook as an company you would have to create a dramaturgical loyalty between the brand and the cus- tomer/audience. To use Facebook as the starting block for social capital, it is important to use Facebook properly and avoid what Goffman’s refers to as per- formance breakdown. To achieve this loyalty, you would have to use the arts impressions management. When you achieve this loyalty with the customer, you achieve social capital as well. This social capital combined with the drama- turgically loyalty converts to the other capital forms, also economical capital.

UddannelserBasis - Humanistisk-Teknologisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato19 dec. 2012
VejledereAda Scopula


  • social capital
  • Bourdieu
  • Goffman
  • startup
  • social media