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Chapter 23 - Digital Texts as Market Actors: A Semantic Network Analysis

from Part V - The Secret Life of Market Studies Methods

Published online by Cambridge University Press:  22 November 2024

By
Ban Lee ,
Philip Roscoe  and
David Dowell
Edited by
Susi Geiger ,
Katy Mason ,
Neil Pollock ,
Philip Roscoe ,
Annmarie Ryan ,
Stefan Schwarzkopf  and
Pascale Trompette
Susi Geiger
Affiliation:
University College Dublin
Katy Mason
Affiliation:
Lancaster University
Neil Pollock
Affiliation:
University of Edinburgh
Philip Roscoe
Affiliation:
University of St Andrews, Scotland
Annmarie Ryan
Affiliation:
University of Limerick
Stefan Schwarzkopf
Affiliation:
Copenhagen Business School
Pascale Trompette
Affiliation:
Université de Grenoble
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Summary

How might researchers begin to tackle markets that are constructed through digital texts, and how might they do so within the richly descriptive tradition of Market Studies? This chapter introduces semantic network analysis (SMA) of digital texts. It discusses the use of SMA to map the rhizomic structures of discourse, to extract mental models of participants, and draw a shared cognitive map from dispersed discourses. Through the example of an empirical study, focusing on an art investment consultancy, it examines how these methods can contribute to Market Studies and other related fields. It concludes with reflections on the relationship between theory, research practice, and the performative work of market texts

Keywords

maket practicesconstruction of marketsvisualising marketssymantic network analysis (SMA)rhizomic structuresdiscoursemarket studies methodsperformativity
Type
Chapter
Information
Market Studies
Mapping, Theorizing and Impacting Market Action
 , pp. 382 - 400
Publisher: Cambridge University Press
Print publication year: 2024

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