Coffee Activism and the Politics of Fair Trade and Ethical Consumption in the Global North: Political Consumerism and Cultural Citizenship PDF
Preview Coffee Activism and the Politics of Fair Trade and Ethical Consumption in the Global North: Political Consumerism and Cultural Citizenship
ConsumptionandPublicLife SeriesEditors:FrankTrentmannandRichardWilk Titlesinclude: MarkBevirandFrankTrentmann(editors) GOVERNANCE,CITIZENSANDCONSUMERS AgencyandResistanceinContemporaryPolitics MagnusBoströmandMikaelKlintman ECO-STANDARDS,PRODUCTLABELLINGANDGREENCONSUMERISM JacquelineBotterill CONSUMERCULTUREANDPERSONALFINANCE MoneyGoestoMarket DanielThomasCook(editor) LIVEDEXPERIENCESOFPUBLICCONSUMPTION EncounterswithValueinMarketplacesonFiveContinents NickCouldry,SoniaLivingstoneandTimMarkham MEDIACONSUMPTIONANDPUBLICENGAGEMENT BeyondthePresumptionofAttention AnneCronin ADVERTISING,COMMERCIALSPACESANDTHEURBAN JimDavies THEEUROPEANCONSUMERCITIZENINLAWANDPOLICY JosGamble MULTINATIONALRETAILERSANDCONSUMERSINCHINA TransferringOrganizationalPracticesfromtheUnitedKingdomandJapan StephenKline GLOBESITY,FOODMARKETINGANDFAMILYLIFESTYLES EleftheriaJ.Lekakis COFFEEACTIVISMANDTHEPOLITICSOFFAIRTRADEANDETHICAL CONSUMPTIONINTHEGLOBALNORTH PoliticalConsumerismandCulturalCitizenship NickOsbaldiston CULTUREOFTHESLOW SocialDecelerationinanAcceleratedWorld AmyE.Randall THESOVIETDREAMWORLDOFRETAILTRADEAND CONSUMPTIONINTHE1930s RobertaSassatelli FITNESSCULTURE GymsandtheCommercialisationofDisciplineandFun KateSoper,MartinRyleandLynThomas(editors) THEPOLITICSANDPLEASURESOFSHOPPINGDIFFERENTLY BetterthanShopping KateSoperandFrankTrentmann(editors) CITIZENSHIPANDCONSUMPTION LynThomas(editor) RELIGION,CONSUMERISMANDSUSTAINABILITY ParadiseLost? HaroldWilhite CONSUMPTIONANDTHETRANSFORMATIONOFEVERYDAYLIFE AViewfromSouthIndia ConsumptionandPublicLife SeriesStandingOrderISBN978–1–4039–9983–2Hardback 978–1–4039–9984–9Paperback (outsideNorthAmericaonly) Youcanreceivefuturetitlesinthisseriesastheyarepublishedbyplacinga standingorder.Pleasecontactyourbookselleror,incaseofdifficulty,writeto usattheaddressbelowwithyournameandaddress,thetitleoftheseriesand theISBNquotedabove. Customer Services Department, Macmillan Distribution Ltd, Houndmills, Basingstoke,HampshireRG216XS,England Coffee Activism and the Politics of Fair Trade and Ethical Consumption in the Global North Political Consumerism and Cultural Citizenship Eleftheria J. Lekakis LecturerinGlobalCommunications,SchoolofMedia,FilmandMusic, UniversityofSussex,UK ©EleftheriaJ.Lekakis2013 Softcover reprint of the hardcover 1st edition 2013 978-1-137-28268-2 Allrightsreserved.Noreproduction,copyortransmissionofthis publicationmaybemadewithoutwrittenpermission. Noportionofthispublicationmaybereproduced,copiedortransmitted savewithwrittenpermissionorinaccordancewiththeprovisionsofthe Copyright,DesignsandPatentsAct1988,orunderthetermsofanylicence permittinglimitedcopyingissuedbytheCopyrightLicensingAgency, SaffronHouse,6–10KirbyStreet,LondonEC1N8TS. Anypersonwhodoesanyunauthorizedactinrelationtothispublication maybeliabletocriminalprosecutionandcivilclaimsfordamages. Theauthorhasassertedherrighttobeidentifiedastheauthorofthis workinaccordancewiththeCopyright,DesignsandPatentsAct1988. Firstpublished2013by PALGRAVEMACMILLAN PalgraveMacmillanintheUKisanimprintofMacmillanPublishersLimited, registeredinEngland,companynumber785998,ofHoundmills,Basingstoke, HampshireRG216XS. PalgraveMacmillanintheUSisadivisionofStMartin’sPressLLC, 175FifthAvenue,NewYork,NY10010. PalgraveMacmillanistheglobalacademicimprintoftheabovecompanies andhascompaniesandrepresentativesthroughouttheworld. Palgrave®andMacmillan®areregisteredtrademarksintheUnitedStates, theUnitedKingdom,Europeandothercountries. ISBN 978-1-349-44867-8 ISBN 978-1-137-28269-9 (eBook) DOI 10.1057/9781137282699 Thisbookisprintedonpapersuitableforrecyclingandmadefromfully managedandsustainedforestsources.Logging,pulpingandmanufacturing processesareexpectedtoconformtotheenvironmentalregulationsofthe countryoforigin. AcataloguerecordforthisbookisavailablefromtheBritishLibrary. AcatalogrecordforthisbookisavailablefromtheLibraryofCongress. Contents ListofTablesandFigures vi Acknowledgements vii ListofAbbreviations ix 1 UnderstandingCoffeeActivism,EthicalConsumption andPoliticalConsumerism 1 2 AHistoryofMainstreamingtheFairTradeMarketand Movement 22 3 PoliticsintheMarketopoly:CulturalCitizenshipand PoliticalConsumerism 46 4 InPoliticsITrust:Individualisationand thePoliticsandPleasuresoftheSelf 69 5 ALiquidPolitics:StructuresandNarrativesof ParticipationinDigitalCoffeeActivism 93 6 DigitalMedia,SpaceandPolitics:Cosmopolitan CitizenshipinCoffeeActivism 116 7 APoliticsinthePocket? 144 Appendices 160 Notes 171 Bibliography 184 Index 202 v Tables and Figures Tables 1.1 GrowthofethicalconsumptionintheUK,1999–2011 (£m) 4 1.2 GrowthofethicalconsumptionintheUK,2007–11 (£m) 6 5.1 Digitalcallsforonlineandofflinemobilisation 98 5.2 Incidenceoffairtradewebsitesvisits 101 5.3 Informationsourceoneventattended 101 5.4 Acontinuumofstoriesinfairtradeactivism 107 Figures 4.1 Collectivegatherings:FairtradeFairground,2008 80 4.2 SnapshotfromtheFairtradeFairground,2008 82 vi Acknowledgements I wrote this book in three countries and two continents; based on data from my doctoral research and thesis, I started writing in the United States, under the warm hospitality of the Annenberg School forCommunicationattheUniversityofPennsylvania,continuedin the United Kingdom, in the amicable environment of the Depart- ment of Media and Communications at Goldsmiths College and reached the finishing line in a homecoming fashion in Rethymno, Greece,whereIgrewupandgraduatedfromtheUniversityofCrete. The three settings have undoubtedly influenced the way in which Iunderstandandwriteaboutconsumptionindifferentways,which might or might not be evident in this manuscript. I would like to thank the Greek State Scholarships Foundation (Idryma Kratikon Ypotrofion) for being the major source of funding for my doctoral studies,andforallowingmetodevotemyselftotheresearchwhich informs this manuscript without my having to constantly worry aboutpayingthetuitionfeesformydegree,aswellastherent,bills andforbooks. This book could not have been possible without the support of the heaps of people who directly or indirectly allowed for the work presentedheretobecompleted.Mygratitudeisprimarilyexpressed to all those who participated in my research, those who took me into their homes or their local cafés and answered my questions, or stood helpfully in the street filling in questionnaires, and who gave methebestgifttheycouldgiveaninterrogatingstranger:theirtime and insight into their daily practices. Several academic figures have offered unceasing inspiration and dear direction for the materialisa- tion of this project. I am indebted to the kindness of my doctoral supervisor, Natalie Fenton: it is difficult to find the right words to express my admiration and gratitude. Natalie became a beacon of hope, spirit and imagination. Kay Dickinson, my second supervi- sor,providedperceptivecommentsonearlierversionsofthematerial presentedhere;forthisIamobligedtoher.Mydoctoralthesisexam- iners, Nick Couldry and Sarah Oates, offered clear and constructive comments and have continued to provide support and guidance in vii viii Acknowledgements the challenging journey after the PhD. A great number of incredi- ble people indulged me in excellent conversations across the years, and are too many to mention here. I would particularly like to thanktheanonymousreviewersatPalgraveandsomeofmyfriends and colleagues who read versions of chapters of this manuscript for their thorough reviews: Alan Bradshaw, Stefania Charitou, Ya- ChiChen,StephenDunne,DimitrisExarchos,AnneKaun,Sebastian Kubitschko, Patrícia Ribeiro Mendes Alves de Matos, Dan Mercea, Gabriel Menotti, Onur Suzan Kömürcü Nobrega, Samuel Toledano and Fidele Vlavo. A special mention goes out to Eva Bozionelou, whoseunwaveringfriendshipovertheyearshasbeeninvaluable. Lastbutfarawayfromleast,Iwouldliketowholeheartedlythank my family: my grandmothers, Elisavet Kousis and the late Maria Lekaki,aswellasmysiblings,SophiaandNikolaosLekakis,myfather, Joseph Lekakis, and my mother, Maria Kousis, whose love I always carrywithme,whoseassurancestirsmeandwithoutwhomnoneof thiswouldeverhavebeenpossible. Abbreviations ADN ActiveDistributionNetwork ATOs alternativetradeorganisations CEO chiefexecutiveofficer DIY do-it-yourself EC Ecocoffee EFTA EuropeanFairTradeAssociation EU EuropeanUnion FLO FairtradeLabellingOrganizationsInternational FTF FairtradeFoundation FTFD FairTradeFederation ICTs informationandcommunicationtechnologies IFAT InternationalFairTradeAssociation LDCs leastdevelopedcountries M&S Marks&Spencer MPs membersofparliament NEWS! NetworkofEuropeanWorldshops NGOs non-governmentalorganisations NSC NicaraguaSolidarityCampaign RISC ReadingInternationalSolidarityCentre TJM TradeJusticeMovement UK UnitedKingdom US UnitedStates WWII WorldWarII ix
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