Markets’ Movements and Overflows: Insights from Food Agencing

Informações

Código: MKT2211
Divisão: MKT - Marketing
Tema de Interesse: Tema 04 - Construção de Mercados

Autores

Karim Marini Thomé (PROPAGA/UnB - Universidade de Brasília) thome@unb.br
Guilherme da Mata Pinho (PROPAGA/UnB - Universidade de Brasília) guidamassa@gmail.com
Giselle Cappellesso (PROPAGA/UnB - Universidade de Brasília) gicappellesso@gmail.com

Resumo

The performative perspective has considered markets as ongoing constructions. Based on this assumption, markets are in movements. Thus, this work aims to explain these market movements, considering the process of framing, overflowing, agencing and translation. The food markets were used as object and especially the movement that occurs between fast and slow food markets. The paper analyses how Slow Food is represented in the market and can be seen as an overflow in opposition to fast food frame, in which the socio-technical elements are agency for the construction of this new frame. Besides that, as an ongoing process, both market movements (Fast Food and Slow Food) present the ability to translate socio-technical elements, entangling and disentangling them.

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