CONTEXTUALIZATION OF TRADITIONAL MARKET TRADERS TO DEFEND THEIR GENUINE SOCIAL RELATIONS AND NETWORKED INTERPERSONAL COMMUNICATION

Saudah Saudah

Abstract

The speedy development as well as the widespread construction of modern market has threatened the exsistence of traditional and its sustainability. To survive this stiff competition, traditional market traders therefore have to fight and work hard through the quality commodity provision and excellent customer service implementation. Their harmonious social relationship and strong cultural norms are of significant factor which enable them to compete with their modern supermarket counterparts. Viewed from social exchange perspective, what they act, negotiate and transact commodities within the traditional market complex should be in accordance with their agreed- upon values and norms. The paper which employs ethnomethodology subjectivist approach tries to elucidate multifarious relationship and networked interpersonal communication among traditional market traders. The social relationships are developed and maintained collectively in order  to sustain traditional market function as place of information dissemination, internal interaction cultivation and commodity distribution network advancement. The theoretical implications of this finding illustrates the importance of pseudo transaction during social exchange process which necessitates the employment such principles as regularity, adequacy, security and convenience.

 

Keywords

traditional market traders, relations, communication, personal network

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