ABSTRACT
In this chapter I discuss theories of markets, primarily the sociologist Harrison White's theory of production markets, providing a scheme of reference for the rest of the study.' Theories of markets usually focus on firms; less often is the focus upon self-employed actors. LVhite's theory, for example, focuses on firms. However, by instead thoroughly analyzing the photographers, who are individuals, one gains some advantages. The principal-agent problem does not normally appear (Miller 1992), since the actor is an individual and not a firm. At the same time, the magazines and advertising firms included in this study represent the "traditional" firm, though they appear here mostly in the role of buyers.* In this section I discuss the market, first by making some general remarks, then by discussing economic theories and finally by presenting and discussing sociological theories of markets.
