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- Title
Market Stance: Navigating Face‐Threatening Terrain in Indian Real Estate.
- Authors
Searle, Llerena Guiu
- Abstract
"This article advances a linguistic anthropological understanding of economic performativity by investigating how people uphold face when it is tied up in business performance. Analyzing interviews with the owners of Indian real estate firms, I demonstrate that under troubled market conditions, market indicators become indexical signs that can threaten a real‐estate professional's face, necessitating interactional repositioning vis‐à‐vis market descriptions, or varied ''market stances'. As they regiment market dynamics as objects of stance‐taking in interactions, industry members create emergent models of market activity shaped by multiple value projects. Such market stances are resources in performances aimed at shaping people's economic expectations and garnering capital."
- Subjects
REAL property; MARKET repositioning; ECONOMIC expectations; ORGANIZATIONAL performance; MARKETS
- Publication
Journal of Linguistic Anthropology, 2020, Vol 30, Issue 1, p27
- ISSN
1055-1360
- Publication type
Article
- DOI
10.1111/jola.12251