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Fields, networks and frames: advertising social organization in Japan
Author(s) -
Moeran Brian
Publication year - 2003
Publication title -
global networks
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.685
H-Index - 65
eISSN - 1471-0374
pISSN - 1470-2266
DOI - 10.1111/1471-0374.00067
Subject(s) - dialectic , agency (philosophy) , macro , frame (networking) , statement (logic) , focus (optics) , odds , structure and agency , context (archaeology) , sociology , function (biology) , social network (sociolinguistics) , social network analysis , public relations , political science , social science , computer science , epistemology , geography , law , social capital , telecommunications , philosophy , logistic regression , archaeology , optics , social media , biology , machine learning , evolutionary biology , programming language , physics
In this article I focus on three kinds of overlapping social coordinates — fields, networks and frames — as they are worked out in the day‐to‐day activities of a large Tokyo advertising agency. My aims are threefold. First, to show how the three social forms of fields, networks and frames interlock in a dialectical manner that permits both macro‐ and micro‐levels of sociological analysis. I thus present methodological approaches hitherto perceived to be different in emphases or interests as complementary rather than at odds with one another. Second, I take up and reexamine the notions of network and frame as developed within the specific context of Japanese social organization. Third, I make a statement in favour of anthropological studies of business as a means of understanding how industries and organizations function in a global economy.