Robertcluley
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The social study of marketing is an interdisciplinary area of social science. It combines perspectives from anthropology, economic sociology, science and technology studies, and cultural studies to study consumption. Work in the area emphasizes the social and cultural dimensions of marketing practices but focuses also on technical and historical issues that have shaped contemporary consumer markets. It's emergence follows similar developments in social studies of finance. But it is also seen as response to mainstream marketing management research which focuses on marketing as a series of tools and techniques devoid from social interactions (see Svennson [1]).
The term "social studies of marketing" was first used to refer to a body of marketing theory by the economic sociologist Fabian Muniesa in his book Provoked Economy[2]. He writes:
'The emerging field of the social studies of marketing ... can be defined as having a shared interest in how specialties such as marketing, market research, branding and advertising shape (purposeful, most of the time) the things they target - specifically consumers. ... Of course, this does not mean that consumers do not exist and that marketing is a fiction' (2014: 32).
Theoretically, the main discussions in the area centre on questions of agency and representation. Dealing with questions of agency, and informed by [actor network theory], many discussion explore the ways that seemingly trivial material objects such as shopping bags [3], carts and trolleys [4] and retail displays fundamentallu shape how people consume. Accepting that these objects can influence what people buy has led researchers to question dominant views of consumers as sovereign decision makers that are more typical in studies of consumer markets. Dealing with representation, work in the area argues that the main task of marketing is to describe markets. The notion of performativity has emerged as a key concept here. It tells us that marketing practices which supposedly measure consumer behaviours can also be said to produce them [5].
Authors who have contributed to this area are predominantly based on Europe and North America. They include prominent sociologists such as Michel Callon [Callon] and business researchers such as Araujo; Zwick; Pollock; Mason; and Schwartzkopf.
- Comment - I'm not sure what you're trying to write about, but you are very short on context. What or who is Muniesa and why should anyone be interested in their views? I've redirected your article until you can supply some meaningful information and a reason why this concept is notable. Deb (talk) 13:59, 19 October 2017 (UTC)
- Comment - Thanks Deb I've edited the page following the Notability guidelines.
Main Contributors edit
Authors who have contributed to this area include Michel Callon [Callon]; Araujo; Zwick; Pollock; Mason; and Schwartzkopf.