MARKET VALUATION: ADVERTISING PHOTOGRAPHERS’ KNOWLEDGE IN PORTO ALEGRE

This study analyzes the types of knowledge actors mobilize in the valuation of goods and services in the advertising photography market by focusing on the case of Porto Alegre. A combination of quantitative and qualitative techniques is used, with data collected by field research conducted from 2019 to 2021. This study argues that, under value uncertainty -such as those in the advertising photography market - social conventions prove insufficient. This requires shifting attention to the kinds of knowledge implicated in valuation practices within market exchanges since these forms of knowledge tend to condition access to and the handling of information, technologies, resources, and market rules.

Keywords:
Valuation; Knowledge; Commercial photography; Economic sociology