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Marketing paradigms class lectures_260152553-Kuhn-s-Paradigms

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5 Kuhn’s Paradigms Vasso Kindi INTRODUCTION “Paradigm” is a key term in Thomas Kuhn’s account of science as it has been articulated in The Structure of Scientific Revolutions (1962).1 It has helped Kuhn advance a picture of science quite different from the one prominent at the time. “Paradigm” shifted the focus of attention from the understanding of science as theory expressed in statements, to the actual practice of science which was modeled upon a paradigm. In this chapter I will fi rst explain how “paradigm” was used in SSR, taking into account the term’s reception and Kuhn’s later qualifications. I will consider a particular understanding of paradigms that has drawn the attention of contemporary scholars, namely, the one which juxtaposes them to rules. By comparing Kuhn’s “paradigm” to Wittgenstein’s homonymous term, I will suggest that the contrast between paradigms and rules is misleading. I will argue that paradigms set rules which, when followed, build traditions and form frameworks. In that sense the polysemy of “paradigm” is not as troublesome as has often been thought. 1. PARADIGMS IN SSR Paradigms are defi ned in SSR as “accepted examples of actual scientific practice—examples which include law, theory, application, and instrumentation together—[that] provide models from which spring particular coherent traditions of scientific research” (10, cf. 23). They are the locus of professional commitment regarding standards ...
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