Mapping spheres of exchange: a multidimensional approach to commoditization and singularization

Abstract

The process of commoditization–singularization, as developed by Kopytoff, is a compelling concept for understanding market exchange, and has been explored predominantly by scholars of consumer culture theoretics. The concept allows us to examine complex interactions between people, objects, and the dynamics of a market, and the literature based on it has illuminated the intricate tensions and contradictions within and between spheres of exchange. The use of the concept, however, is not without problems since some studies have applied dualistic or simplistic versions of it. This paper illustrates the current state of affairs by revisiting Kopytoff’s seminal work and analyzing the marketing and consumer research literature that derives from it, thus demonstrating how the conceptualization has evolved over time. In an attempt to overcome the dualist approach and further explore this topic, I propose a multidimensional perspective of spheres of exchange, offering an alternative approach for investigating the commoditization–singularization process.