Switching Labels: The Role of Weberian Ideas in Market Change. A Case Study of the German Wine Market

Abstract

How do cultural ideas shape market construction? What do ideas 'do' to actors in markets? The paper presents an empirical case study of the reconstitution of the German wine market following an EU legislative intervention. I use Bourdieu's theory of fields to analyse the actors’ economic, social and cultural capitals and the impact of these capitals on the actors' positioning in the political debate. Sensitised by recurring problems in the empirical data analysis I then, however, argue that Weber's notion of ideas, as presented in his famous switchmen metaphor, is better suited than, or indeed should serve as a complement to, Bourdieu's frame of analysis. It is better suited, I argue, because it refers to a unique and irreducible source of culture while Bourdieu's capitals remain "tools" in a struggle for power and dominance in the field.