Traces of anti-programs against COVID-19: retailers' responses aimed at mitigating the spread of the virus

Abstract

PurposeThe aim of the paper is to demonstrate how programs of action and anti-programs, concepts developed by Bruno Latour, are of excellent value in interpreting current world developments through a study of the effects and responses to the COVID-19 pandemic.Design/methodology/approachThe study was inspired by actor-network theory (ANT) and Bruno Latour's inclusion of nonhuman actors. In this case, I have studied how signs and other artifacts leave traces of anti-programs against the COVID-19 pandemic. Observations, in physical stores and online, are presented as the main empirical material used to identify traces of five anti-programs.FindingsThe five types of anti-programs identified were, namely (1) fighting the spread of the COVID-19 pandemic through prompts, (2) verbalizing responsibility, (3) creating a feeling of collectivity, (4) aspiring to heroism and (5) mobilizing support for continued business. The anti-programs were organized via a connection between human and nonhuman actors.Originality/valueThe study illustrates the usefulness of Latour's terminology in exploring contemporary sequences of events by means of using programs of action and anti-programs to study the case of retailers' responses to the COVID-19 pandemic. The study echoes ANT and Latour's ideas about including nonhuman actors in social studies. Moreover, the study demonstrates how these concepts can be productively introduced into studies of complex phenomena, by discussing the choice of viewpoint, how actors can be conjoined into one entity, the inclusion of nonobservable actors and the co-existence of an actor in both the program of action and the anti-programs.