Framing and decoupling in global markets: a theoretical framework for the analysis of multiple markets

ABSTRACTGlobal markets are making the issue of multiple markets especially evident. In light of this, the present paper proposes a theoretical framework for the study of multiple markets based on combining Michel Callon’s concept of framing with Harrison White’s concept of decoupling. Following a review of the literature on global markets in economic sociology and social studies of markets, the proposed theoretical framework is discussed in detail. The focus is on the processes of creating complex calculative frames, which help reduce uncertainties in the operational environment as well as sociocultural contexts. Through these processes, it is possible to analyse how actors form alliances and maintain global markets. The case of the global market for World Music is presented to illustrate the advantages of this theoretical framework.KEYWORDS: Global marketsmultiple marketscalculative framesdecoupling AcknowledgementsI would like to thank the editors and the anonymous reviewers for their valuable and insightful comments on an earlier draft, and Carla Hammes-Welch for editing the paper. All opinions, omissions, and errors remain my own.Disclosure statementNo potential conflict of interest was reported by the author(s).Notes1 It is important to stress that the calculation of the trade-off between contingency, ambage, and ambiguity is an analytical approach to understand the process of boundary-making in markets. It does not imply that the actors are consciously trading off between these factors in their actions to define, extinguish, and redefine market boundaries.Additional informationNotes on contributorsGlaucia Peres da SilvaGlaucia Peres da Silva is sociologist, specialized in globalization and cross-border processes. Her PhD in economic sociology focused on the formation of global markets, analyzing the case of the world music market. At the University of Tübingen, she is responsible for the development of the Global Awareness Education with focus on the Humanities and Social Sciences. The focus of her work is the inter- and transdisciplinary teaching on globalization, international networking and development of transfer projects.