ABSTRACT
Followers of the objectivistic approach, used in economic and sociological theories of markets, would argue that only one market exists for fashion photography. il'hether a photographer interacts with a magazine or an advertising agency she is expected to produce photographs. She will get paid and the photographs will be published. The pictures show clothes on models. The objects produced, it can be argued, look the same in either case. Thus, an objecti~istic position will lead most observers to the conclusion that customers simply differ in the market; some have more money than others, and hence can pay the photographer more. However, it is premature to conclude that only one type of item is produced in this market, and that only one type of market exists.' In this chapter I will explain my reasons for believing this. The first major question that I address in this chapter is: what is the meaning structure of the market from the perspective of the photographer? To answer this question is a condition for understanding the markets for fashion photography.
