Mediating the agency of distant others : Proper distance in fair trade communication on Facebook

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http://hdl.handle.net/10138/308410

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Polynczuk-Alenius , K 2018 , ' Mediating the agency of distant others : Proper distance in fair trade communication on Facebook ' , International Journal of Cultural Studies , vol. 21 , no. 2 , pp. 155-172 . https://doi.org/10.1177/1367877916667778

Title: Mediating the agency of distant others : Proper distance in fair trade communication on Facebook
Author: Polynczuk-Alenius, Kinga
Contributor: University of Helsinki, Media and Communication Studies
Date: 2018-03
Language: eng
Number of pages: 18
Belongs to series: International Journal of Cultural Studies
ISSN: 1367-8779
URI: http://hdl.handle.net/10138/308410
Abstract: To introduce economic justice into global trade, fair trade organizations strive to shorten the distance' between producers and consumers through mediation. This article problematizes the idea of shortening the distance' through the notion of maintaining the proper distance' in representing distant others. This perspective is used in narratological analysis of the content that fair trade organizations curate on their Facebook pages to represent Southern producers. The two organizations studied are: (1) Fairtrade Finland, a non-governmental organization (NGO); (2) Pizca del Mundo, a commercial brand in Poland. This article identifies the discursive and narrative forms of mediated agency that are offered to producers. The analysis revealed that Fairtrade Finland utilized Facebook to extend the narrative of producers as active subjects. By using the affordances of Facebook, Pizca del Mundo increased the mediated agency of producers but problematized the maintenance of the proper distance in their representations.
Subject: 519 Social and economic geography
agency
distant other
Facebook
fairtrade
mediation
narratology
proper distance
ethical consumption
coffee
networks
internet
voices
world
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