A construção de mercados sob a perspectiva da teoria ator-rede e dos Estudos de Mercado Construtivistas (EMC)

Abstract

Studies on the process of building markets, marketing performativity, and the role of actors in the active construction and reconstruction of markets can enrich the field of marketing studies. Understanding the dynamics of markets from a longitudinal (temporal) perspective and the different market arrangements may give researchers a different look at marketing and its performativity. We intend to demonstrate how the epistemological view of the Actor-Network Theory (ANT) and the Constructivist Market Studies (CME) can contribute to understanding the formation of markets. By bringing actors' practices to the fore as they perform in their market arrangements, CME enables field researchers to have a procedural view of marketing. That is, marketing should not be an object of study merely tooling and only concerned with results. The richness of a procedural and a longitudinal look can give researchers a more critical approach at marketing practice. The study of market arrangements allows the understanding of associations between human and non-human actors to promote frameworks and overflows. In turn, the study of market practices shifts the researcher's focus to action, to change, to understand how markets are built.