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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
  • Edited by Susi Geiger, University College Dublin, Katy Mason, Lancaster University, Neil Pollock, University of Edinburgh, Philip Roscoe, University of St Andrews, Scotland, Annmarie Ryan, University of Limerick, Stefan Schwarzkopf, Copenhagen Business School, Pascale Trompette, Université de Grenoble
  • Book:
    Market Studies
    Published online:
    22 November 2024
    Print publication:
    21 November 2024, pp 382-400

  • 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