Mercado de tendências e futuros: linhas do tempo performativas

Abstract

This project investigates how companies operating in the Brazilian trends and futures market produce performativity through the future images, market representations, and sociotechnical imaginaries they develop and disseminate, understood here as future statements. Starting from a historical analysis of the field of Futures Studies and the concept of market performativity, the research adopts a qualitative and interpretative approach, using a multiple case study to understand how these companies contribute to the production of market performativity. The study contributes to the advancement of Market Studies and Futures Studies by revealing three central processes in the production of performativity by these companies. First, hybridization and crosspollination, evidenced by the circulation of concepts, methods, and references between the market and academia, resulting in practices that move across different fields of knowledge; second, the inscription of future statements into practices, devices, and discourses, through the materialization of this knowledge, which then mediates the actions of both the companies themselves and their clients in the market; and finally, the stabilization of the unpredictable future, when future statements produced are treated as constative rather than performative knowledge, organizing past, present, and future in a stable way, reducing uncertainty and guiding actions in the present.