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ADVANCED MARKET ANTHROPOLOGY

Topic outline & associated readings

UNIT 1 – WEEKS 5-9: INTRODUCTION


Week 5: Presentation of course, people & core themes
What are markets? What models do we have for understanding markets? What are the
constituent components of markets?

Readings
Smith, Adam "Wealth of Nations", extract provided
Douglas, Mary "The World of Goods, extract provided
Wherry, Frederick F. (2012): "Introduction: Culture, Markets and Economic Life". In:
The Culture of Markets. Cambridge: Polity. Pp. 1-15.

Week 6: The anthropological perspective & markets


What is anthropology? Why is anthropology relevant as a perspective upon markets?
What does it do to our understanding of markets?

Readings
Sluka and Robben (2007): Fieldwork in Cultural Anthropology: An Introduction. In:
Sluka & Robben (Eds.) Ethnographic Fieldwork. An Anthropological Reader.
Malden: Blackwell. Pp. 1-28.
Araujo, ‘Markets, market-making and marketing’
Wherry, Frederick F. (2012): "1: The Cultural Roots of Market Demand", "2: The
Cultural Dimension of Market Supply". In: The Culture of Markets. Cambridge:
Polity. Pp. 16-44.

Suggestions for further reading:


Callon, James (2014 [1998]): ‘Introduction: the embeddedness of economic markets in economics". In: The
Sociological Review, 46 (S1). Pp.
Bourdiue, Pierre (2005): “Part II: Principles of an Economic Anthropology”, In: The Social Structures of
the Economy. Cambridge : Polity Press. Pp.:193-222
Malnowski, Bronislaw (1961[1922]) “The Essentials of the Kula”. In: Argonauts of the Western Pacific.
Illinois : Waveland Press : 157-172
Mauss, Marcel (2000[1924]): “excerpts from The Gift”. In R. Jon McGee & Richard L. Warms
Anthropological Theory: An Introductory History. London : Mayfield Publishing Company: 104-116

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Wilk, Richard R.(1996): “Economic Anthropology: An Undisciplined Discipline”. In: Economics and
Culture. Colorado : Westview Press. Pp.: 1-26
Carrier, James G. (1997): Meanings of the Market: the Free Market in Western Culture. Oxford : Berg.
Garsten, Christina & Monica Lindh de Montoya (eds.) 2004: Market Matters: Exploring Cultural
Processes in the Global Marketplace. New York : Palgrave Macmillan.

Week 7: Doing anthropology: methods, methodology and ethnography


Doing anthropology & the anthropological perspective

Readings
Jordan, Ann T.(2013): "Chapter Three: Techniques for conducting fieldwork for Business
Organizations". In Business Anthropology. Illonois: Waveland Press Inc. Pp. 23-42.
Ho, Karen "Introduction: Anthropology goes to Wall Street". In: Liquidated: An
Ethnography of Wall Street, 2009. Durham: Duke University Press. Pp.: 1-38.
Geertz, Clifford. "Notes on the Balinese Cockfight" in The Interpretation of Cultures,
Basic Books, 1973.

Suggestions for further reading:


Denny, Rita M. & Sunderland, Patricia L. (eds.). 2014. Handbook of Anthropology in Business. Left Coast
Press Inc.
Dewalt, Kathleen M. & Dewalt, Billie R. (2002): Participant Observation: A guide for fieldworkers.
Oxford: Altamira Press
Hammersley M. & Atkinson, P. (eds.) (1995):.Ethnography: Principals in Practice. London. Routledge.
Spradley, James P. (1979). The Ethnographic Interview. New York: Holt, Reinhart and Winston.
Berrnard, H. Russell, (2011), Research Methods in Anthropology; Lanham MD: Altamira Press
Russell Belk, Eileen Fischer and Robert Kozinets (2013) Qualitative Consumer Marketing Research.
London: Sage Bookshop.

Week 8: Fieldwork
Observing markets – field trip to Odense Bazar

Week 9: From observations to conceptualisations


Thinking with field observations. Working out your own research project
Readings
Okely, Judith (1994): "Thinking through fieldwork". In Analyzing qualitative data Alan
Bryman and Robert G. Burgess (eds.). Pp.: 18-34, London: Routledge
Dominik Bartmanski and Ian Woodward (2015): "Preface". In: Vinyl. The Analogue
Record in the Digital Age. Bloomsbury: London. Pp. x-xxiii

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Wherry, Frederick F. (2012): "4: How to Conduct Cultural Analyses of Markets". In:
The Culture of Markets. Cambridge: Polity. Pp. 103-124
Marshall, Chaterine & Rossman, Gretchen. (2004). The substance of the study: Framing
the research question. In: Designing qualitative research. Thousand Oaks: Sage
Publications. Pp. 15-36

UNIT 2 – WEEKS 10-12: Markets, distributed agency and alternative market actors
Week 10: ANT, STS and other assemblages
This week explores recent theoretical and methodological approaches enabling
researchers to access and examine other than the human as actors involved in markets
Readings
Latour, B (2005) "Introduction: How to Resume the Task of Tracing Associations". In:
Reassembling the social: An introduction to actor-network-theory. Oxford: Oxford
University Press. Pp.: 1-17.
Haraway, D. (1991). A Cyborg Manifesto: Science, Technology and Socialist Feminism
in the Late Twentieth Century’. In Simians, Cyborgs, and Women: The Reinvention of
Nature. London: Free Associaion Books.
Wilbanks, Rebecca (2017): "Real Vegan Cheese and the Artistic Critique of
Biotechnology". In: Engaging Science, Technology, and Society 3. Pp: 180-205
Roff, Jon (2016): "The concept of the assemblage and the case of markets" In: Robin
Canniford & Domen Bajde (eds.): Assembling Consumption: Researching Actors,
Networks and Markets. Oxon: Routledge. 42-55.

Suggestions for further reading:


Bajde, Domen (2013) Consumer Culture Theory (re) visits actor network theory: Flattering consumption
studies, Marketing Theory 13 (2): 227-242.
Bettany, S. M., Kerrane, B., & Hogg, M. K. (2014). The material-semiotics of fatherhood: The co-
emergence of technology and contemporary fatherhood. Journal of Business Research, 67(7), 1544-1551
Canniford, R. & Bajde, D. (eds.), (2016): Assembling Consumption: Researching Actors, Networks and
Markets. Oxon: Routledge
Campbell, N., O’Driscoll, A., & Saren, M. (2010). "The posthuman: the end and the beginning of the
human". Journal of Consumer Behaviour, 9(2), Pp. 86–101.
Law, John (2015) STS as method. http://heterogeneities.net/publications/Law2015STSAsMethod.pdf
Mol, Annemarie (2002) The Body Multiple. Ontology in Clinical Practice. Duke University Press.
Callon, Michel (1986), 'Some Elements of a Sociology of Translation: Domestication of the Scallops and
the Fishermen of Saint Brieuc Bay', pages 196-233 in John Law (ed.), Power, Action and Belief: a new
Sociology of Knowledge? Sociological Review Monograph, 32, London: Routledge and Kegan Paul.
Martin, Emily (1995) Flexible Bodies: Tracking Immunity in American Culture, from the Days of Polio to
the Age of AIDS. Boston: Beacon Press.

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Week 11: Technology and markets for optimization
With a point of departure in an ongoing joint research project on optimization and
technology, we shall in this week explore what optimization and technologies are and do
to markets and subjectivities
Readings
Cook, Joanna (2016) Mindful in Westminster The politics of meditation and the limits of
neoliberal critique | Hau: Journal of Ethnographic Theory 6 (1): 141–161
Bajde, Domen (2014): "Consumer Culture Theory: Ideology, Mythology and Meaning in
Technology Consumption". In: International Journal of Actor-Network Theory and
Technological Innovation, 6(2), Pp.: 10-2
Hoeyer, K. and Taussig (eds.) (2013): "Potentiality and Humanness: Revisiting the
Anthropological Object in Contemporary Biomedicine". In: Current Anthropology, vol.
54 (Supplement 7).

Suggestions for further reading:


Heidegger, Martin, and William Lovitt. The question concerning technology, and other essays. New York:
Harper & Row, 1977.
Stacey, Jackie & Suchmann, Lucy A. (2012) "Animation and Automation – The Liveliness and Labours of
Bodies and Machines ". In Body & Society 18 (1).
Belk, R. (2017). Consumers in an age of autonomous and semi-autonomous machines, in John Sherry, Jr.
and Eileen Fischer, eds., Contemporary Consumer Culture Theory, London: Routledge, 5-32.
Belk, R. (forthcoming). Robots, cyborgs, and consumption, in Alan Lewis, ed., Handbook of Psychology
and Economic Behaviour, Cambridge: Cambridge University Press.
Rose, Nicholas (2007): The Politics of Life itself. Biomedicine, Power and Subjectivity in the Twenty First
Century. Princeton and Oxford: Princeton University Press.

Week 12: Servicescapes, animals and other unexpected markets agents


How can animals be market actors? How about waves and currents? What are the
implications of leaving out or including such actors in our analysis of markets?
Readings
Canniford, R., & Shankar, A. (2013). Purifying Practices: How Consumers Assemble
Romantic Experiences of Nature. Journal of Consumer Research, 39(5). Pp. 1051–1069.
Lien, Marianne (2015): "5. Becoming Scalable: Speed, Feed, and Temporal Alignments".
In: Becoming Salmon: Aquaculture and the Domestication of a Fish. Oakland: University
of California Press. Pp.:104-125
Smith, Aja (2017): "Horsemanship". In: Training Relations: Horses, leadership and
proper sociality in the Danish neoliberal welfare society.

Suggestions for further reading:

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Bitner, Mary Jo 1992: "Servicescapes: The Impact of Physical Surroundings on Customers and
Employees". In: Journal of Marketing 56(2). Pp.: 57-71
Tsing, A. (2015). The Mushroom at the End of the World: On the Possibility of Life in Capitalist Ruins.
New Jersey: Princeton University Press.
Haraway, D. (2003). The Companion Species Manifesto: Dogs, People, and Significant Otherness.
Chicago: Prickly Paradigm Press.
Haraway, D. (2008). When Species Meet. Minnesota: University of Minnesota Press.
Despret, V. (2004) The Body We Care For: Figures of Anthropo-zoo-genesis. In: Body & Society Vol.
10(2–3): 111–134
Cassidy, R. and Mullin, M. (2007). Where the Wild Things are Now: Domestication Reconsidered. Oxford
& New York: Berg Publishers
Arnould, Eric J.; Price, Linda L.; Tierney, Patrick (1998), “Communicative Staging of the Wilderness
Servicescape,” Service Industries Journal. 18 (July), 90-115.
Sherry, John; Robert Kozinets & Diana Storm (2001) Being the Zone: Staging Retail theater at ESPN zone
Chicago. Journal of contemporary Ethnography 30: 462-510.

UNIT 3 – WEEK 14
TASTE & MARKETS - HAVING TASTE, ORGANIZING TASTE, GOVERNING
TASTE, OWNING TASTE

Bourdieu, Distinction
Hennion, Pragmatics of taste
Warde, After Taste
Lamont & Molnar, Boundaries in the social sciences
Arsel & Bean, Taste regimes
Woodward, taste and categories of judgement

UNIT 4 – WEEK 15
CONSUMPTION RITUALS & THEIR MARKETISATION

Wherry, Ch. 1
Wallendorf & Arnould, We gather together
Weinberger, consumption rituals

UNIT 5 – WEEK 16
COMMUNITIES, SCENES, SUBCULTURES & TRIBES – SOCIALITY AND
MARKETS

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Bartmanski & Woodward, Ch 5
Sassatelli, Gym culture
Thompson & Ustuner. Marketplace performances

UNIT 6 - WEEK 18
MATERIALITY, IMMATERIALITY AND MARKETS

Bartmanski & Woodward, Chapter 2 & 3


Cetina & Brugger, Markets as post-social relationships
Cameron et al, Placing the post-social market

INDIVIDUAL PROJECT CONSULTATION – WEEKS 19-22: ARRANGE A TIME


WITH IAN OR AJA

UNIT 7 - WEEK 20
SPATIALITY & MARKETS

Bartmanski & Woodward, Ch 5


Woodward, Postmodern Spaces
Zukin, Gentrification

UNIT 8 – WEEK 21
CREATING AND JUDGING VALUE

Venkatesh & Penaloza


Bartmanski & Woodward, Ch. 4
Wherry, Ch. 3

UNIT 10 – WEEK 22
Conclusion and informal presentation of projects