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Books > Reference & Interdisciplinary > Communication studies > Media studies
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Making Sense - Markets from Stories in New Breast Cancer Therapeutics (Hardcover)
Loot Price: R2,298
Discovery Miles 22 980
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Making Sense - Markets from Stories in New Breast Cancer Therapeutics (Hardcover)
Series: Culture and Economic Life
Expected to ship within 18 - 22 working days
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Breast cancer is one of the most commonly diagnosed cancers and a
leading cause of death for women worldwide. With advances in
molecular engineering in the 1980s, hopes began to rise that a
non-toxic and non-invasive treatment for breast cancer could be
developed. These hopes were stoked by the researchers, biotech
companies, and analysts who worked to make sense of the
uncertainties during product development. In Making Sense Sophie
Mutzel traces this emergence of "innovative breast cancer
therapeutics" from the late 1980s up to 2010, through the lens of
the narratives of the involved actors. Combining theories of
economic and cultural sociology, Mutzel shows how stories are
integral for the emergence of new markets; stories of the future
create a market of expectations prior to any existing products;
stories also help to create categories on what such a new market
and its products are about. Making Sense uses thousands of press
statements, media reports, scientific reports, and financial and
industry analyses, and combines qualitative and large-scale
computational text analyses, to illustrate these mechanisms,
presenting a fresh view of how life-prolonging innovations can be
turned into market products.
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