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Digital Texts as Market Actors: A Semantic Network Analysis

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSNChapter (peer-reviewed)peer-review

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Publication date30/11/2024
Host publicationMarket Studies: Mapping, Theorizing and Impacting Market Action
EditorsSusi Geiger, Katy Mason, Neil Pollock, Philip Roscoe, Annmarie Ryan, Stefan Schwarzkopf, Pascale Trompette
Place of PublicationCambridge
PublisherCambridge University Press
Pages382-400
Number of pages19
ISBN (electronic)9781009413961
ISBN (print)9781009413978
<mark>Original language</mark>English

Abstract

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