Attentive readers will have noticed an intertextual allusion in the title of this book to Gabriel García Márquez's novel Love in the Time of Cholera. Where the latter's title centers on love, this book focuses on sociology; and the syntactical place of “time of cholera” is here taken by “times of glocalization.” The allusion is not accidental. Its intention is easiest to read with regard to the historical moments invoked by Gabriel García Márquez and this book, respectively. The former depicts an earlier historical moment, which—like present circumstances—was also characterized by far-reaching social shifts, experienced as deeply unsettling by some of the novel's protagonists; by environmental degradation, particularly the problem of waste and the depletion of natural resources; and, as the novel's title makes clear, an epidemic constitutes the backdrop to García Márquez’ story of entwined biographies and loves. Set in a very specific geographical location and in a different time (i.e., in Colombia from the late nineteenth to the early decades of the twentieth centuries), the historical circumstances that frame Love in the Time of Cholera offer intriguing points of similarity, difference and comparison for the here and now.

The allusion is more subtle when it comes to love and sociology. What, if anything, might love and sociology have in common? Without wanting to stretch the analogy too far, sociology—like love—demands commitment, care, and passion. Like love, sociology requires focused and personal investment, namely in the “social.” Whatever else love is, and I certainly will not attempt a comprehensive definition of love (if such a definition was even possible), it needs a purpose, an “object” or a “recipient,” it is directed at something or, more often, at someone. Like those in love, sociologists need to be invested in that which constitutes the focus of their attention. We need to be invested in the social; the social—which by definition implicates others and transcends any individual—has to intrigue and pull us in. It needs to matter to us. Without a fascination with what happens in the spaces and relations between people, between individuals and their wider worlds, it would seem impossible to do sociology. To be fascinated by something means that we pay sustained attention to “it.” Quick, purportedly easy answers will not do for those who are fascinated. Our era's obsession with asking individuals for quick soundbites of “what they think” is not sociology.