Advanced Market Anthropology / Advanced Market Anthropology

The Academic Board of Business Administration, Odense
Teaching activity id: 9269101.
Teaching language: English.ECTS / weighting: 10 ECTS / 0.167 full-time equivalent.
Examination language: English.
Exam activity id: 9269112, 9269102.Approved: 29-09-17.
Period: Spring 2018.
Grading: Internal grading.
Assessment: 7-point scale.
Offered in: Odense.

Subject director:
Associate Professor Ian Woodward, Department of Marketing & Management.

Prerequisites:
Students are expected to possess basic competences related to
  • Anthropology and contemporary social theory
  • Globalization processes
  • Macroeconomic factors affecting business performance
  • Marketing strategy and tactics
  • Qualitative research methods
  • Applying contemporary social theory to assess business and public policy issues
  • Possess effective oral and written business communication skills
  • Be able to cooperate on team based projects
  • Be able to assess on-line databases to access secondary sources

Purpose:
As a perspective which pays attention to the structures of human organisation, and the webs of meaning people spin for themselves around patterns of activity, commonality and diversity, within the realm of economic activity the anthropological perspective reveals the social and cultural basis of economic action and organisation. Markets are the central social institution for producing, distributing and consuming resources. Moreover, it is through markets that such things as prices, values, wages, symbols, goods, agreements, contracts, social status, desires and much more are made and circulated. Markets then are much more than mere mechanisms of economic exchange and it is this basic principle that forms the bedrock assumption of the course.

To understand how markets work and what they do, we need to work from a cultural perspective which combines both structure and meaning; the logics of cultural structures and the logic of symbolic interpretation and action. It is the aim of the course that the student builds competencies to analyse the way markets change, including evolving, expanding and shrinking, and the reasons for their dynamism, using the conceptual resources of the anthropological perspective. As a foundation for this competence it is the aim that the student builds thorough knowledge of anthropological perspectives on markets, including the content and principles of selected classical and contemporary texts as well as skills in application of anthropological concepts and methods to identify and assess the role of cultural, social and symbolic elements in constituting historical and contemporary market formations.

Content - Key areas:
The course examines the constitution and coordination of markets through systems of practice which transform things into commodities, symbols into values, and humans and non-humans into economic entities. In particular, the course examines markets through four key themes which are important to contemporary understandings of markets:
  • commodity and material histories and trajectories;
  • making and mapping tastes and preferences;
  • social spatiality and markets, and,
  • markets as materially constituted and technically-mediated assemblages.
  • In all, these themes help to reveal the constructed and performative character of markets.

Goals description (SOLO taxonomy):
After the course, students should have advanced knowledge of market anthropology and be able to apply that knowledge to address the types of problems market anthropologists are likely to encounter in their careers. They should be able to describe and analyse the activities of agents within markets capacity and demonstrate a capacity to discern and analyse the symbolic and cultural – or anthropological - basis of these agents’ practices.

In particular, the student should, in the context of the empirical assignment be able to:
  • describe the anthropological perspective on markets, and how that compares and contrasts with economic and sociological perspectives
  • describe the key components of markets, especially their economic, cultural and symbolic character
  • account for the role of technologies and science in making and shaping markets, and giving them a performative character
  • describe how markets can be analysed using the resources and concepts  of anthropological theory, such as ritual, gift, symbol, circulation, and value
  • account for the material dimensions of production and exchange, and the connected and networked character of actors within markets
  • describe and analyse the way markets are comprised of human and non-human entities, as economic agents
  • describe and analyse the way cultural values, desires, myths and rituals are entwined in market activities
  • account for the role of power, difference and inequalities in constraining and enabling market actions and actors, and the way matters of governance shape how markets work
  • analyse the ethical dimensions and implications of market practices and institutions
  • capacity to analyse the way markets change, expanding and shrinking, and the reasons for their dynamism, using the conceptual resources of the anthropological perspective
  • identify and assess the role of cultural, social and symbolic elements in constituting markets
  • analyse historical and contemporary market formations by applying anthropological methods and concepts
  • apply anthropological concepts to analyse the role, function and working of markets
  • apply their knowledge and competencies to analyse particular cases of emergent markets
  • apply their knowledge and competencies in ways which demonstrate their own agency/ies within markets

Literature:
Examples:
  • Bartmanski, D., and Woodward, I. 2015. Vinyl. The Analogue Record in the Digital Age, London: Bloomsbury.
  • Lien, Marianne Elisabeth. 2015. Becoming Salmon. Aquaculture and the Domestication of a Fish. University of California Press.  
  • MacKenzie, D. Material Markets: How Economic Agents are Constructed. Oxford: OUP.
  • Callon, Michel. 1998. The Laws of the Markets, Oxford: Blackwell Publishing.
  • Acheson, James M., 1988. The Lobster Gangs of Maine, Hanover NH, University Press of New England.
  • Wherry, Frederick F ., 2008. Global Markets and Local Crafts: Thailand and Costa Roca Compared, Baltimore: Johns Hopkins University Press.
  • Zelizer, Viviana A., 1994. Pricing the Priceless Child. The Changing Social Value of Children. New Jersey: Princeton University Press. 

Time of classes:
Spring.

Scheduled classes:
3 hours a week (15 weeks). Classes consist of a mix of standard lecture formats and practical activities.

Form of instruction:
In order to enable the students to achieve the learning outcomes of the course, the teaching will be organised in such a way that the course provides classes devoted to knowledge dissemination, and classes developed to practical skill building, as well as an opportunity to present the results of practical work in class. Through practical experience students will grasp the complexity and unpredictability of the environments both internal to and external to markets that affect the real world situations in which this knowledge is employed.

These teaching and learning activities result in an estimated distribution of the work effort of an average student as follows:
Lectures: 45 hours.
Preparation for classes, including reading: 90 hours.
Preparation for practical classes: 20 hours.
Fieldwork ethnography: 25 hours.
Presentation preparation of fieldwork cases: 25 hours.
Examination preparation: 55 hours.
Exam: 10 hours.
In total: 270 hours.

Time of examination:
Ordinary examination in June.
Reexamination in August.

The form of the reexam is subject to change. This will be announced 14 days before the reexam takes place.

Registration for the course is automatically a registration for the ordinary examination in the course. Cancellation is not possible. If the student does not participate in the examination, the student will use one examination attempt. If the student does not pass the ordinary examination, the student will automatically be registered for the re-exam in the same examination period. Cancellation of registration for the re-exam is not possible.

Examination conditions:
The student must pass one assignment (course id. 9269112). The assignment consists of a project proposal to test the application of the skills necessary to write the eventual exam paper. The assignment has to be solved individually. The assignment is evaluated internally on a passed/fail basis.

If the requirement is not met, the student cannot participate in the exam and one examination attempt has been used. Fulfillment of the exam requirement is only possible prior to the ordinary exam. Participation in the reexamination thus requires that the exam requirement is met prior to the ordinary exam.

Deviations may be granted by the teacher provided there is a reasonable cause.

Duration: Date for hand-in will appear on the plan for examinations
Location: Home
Internet Access: Necessary.
Hand out: Course page in Blackboard.
Hand in: Via SDU-assignment in the course page in Blackboard.
Extent : 2-3 pages
Exam Aids: All exam aids allowed. It is allowed to communicate with other students.

Form of examination for the certificate:
Project.

Supplemental information for the form of examination:
Duration: Date for handing in will appear from the plan for examinations
Location: Home
Internet Access: Necessary.
Hand out: Course page in Blackboard.
Hand in: Via SDU-assignment in the course page in Blackboard.
Extent: Max. 15 pages (excluding table of contents, list of references and appendices).
Exam Aids: All exam aids allowed. It is not allowed to communicate with other students.

The project must be completed individually. The project must adhere to the formal requirements described in Formalities for written assignments.

Comments:
Compulsory course only for students taking combination 1 in the Marketing, Globalization and Culture profile.

Programmes:
cand.merc. Market Anthropology
2nd semester, mandatory. Offered in: Odense
cand.merc. Brand Management and Marketing Communication
All Semesters, elective subject. Offered in: Odense
cand.merc. Marketing, Globalization and Culture
All Semesters, elective subject. Offered in: Odense
cand.merc. International Business and Marketing
All Semesters, elective subject. Offered in: Odense