The aim of the article is to find new approaches to consumer goods market place through the analysis of the applicability of materialistic turn theories giving reconceptualization of relevance of material objects. The article raises a number of questions about the extent and form of the applicability of theories related to materialistic turn to analyzing consumer goods market places. These issues are concerned with the ontological base of new theories that are directly associated with extension of the problem spectrum, the epistemological status of main categories and possibility of use of theoretical tools in the Siberian (Russian) materials. The author examines overcoming of the classical dichotomy of material and social through ideas of A. Appadurai, G. Simmel, and M. Mossa and their development in the works of M. Guggenheim. Special attention is paid to the possibility of using the Actor-Network Theory (B. Latour) together with the ideas of J. Low and M. Callon to find new approaches to the study of consumer goods market places (bazaars). The author notes that, from this point of view, a market becomes ambivalent entity that affects the status of both the seller and buyer. This leads to the fact that a market, in addition to exersising economic functions, shapes social boundaries in urban societies in Eastern Siberia. Summarizing conclusion is sufficiently large amplitude of the ontological approaches to the study of markets, which limits the use of the most radical ontological proposals. Yet part of postulates materialist turn deserves focused attention, and may be useful when for analysis of Russian markets. First of all, it is imperative to rethink object-orientation of modern subject and its apparent dependence on the physical environment. In this perspective, new approaches make it possible to reflect everyday experience of the researcher better. Moreover a revision of the relationship to respondent’s speech practices: their «inconsistency» and «uncertainty» does not necessarily require a translation into the language of the authoritarian theory, and can reflect the nature of the open and unfinished social phenomena. Thus the most important problem is the spatial measurement of research: physical space of the market determines the possibilities of what is happening in it and how. And this, in turn, is determined by the policy of the city authorities, the flow of goods and opportunities for consumers. The author concludes that the objective of the researcher is not so much «to get things noticed» but to be able to see complex reality of the market beyond the conceptual design.