Branded Solidarity in Fair Trade Communication on Facebook

Show simple item record Polynczuk-Alenius, Kinga Natalia Pantti, Mervi Katriina 2019-12-16T15:21:02Z 2019-12-16T15:21:02Z 2017-01
dc.identifier.citation Polynczuk-Alenius , K N & Pantti , M K 2017 , ' Branded Solidarity in Fair Trade Communication on Facebook ' , Globalizations , vol. 14 , no. 1 , pp. 66-80 .
dc.identifier.other PURE: 54018386
dc.identifier.other PURE UUID: ad4a27bf-cd1a-41be-9af4-955549c882db
dc.identifier.other Scopus: 84973875444
dc.identifier.other WOS: 000389249800005
dc.identifier.other ORCID: /0000-0001-9332-1556/work/29873314
dc.identifier.other ORCID: /0000-0001-6625-1409/work/50566021
dc.description.abstract The objective of fair trade to achieve economic justice through markets depends on establishing, via moral education, bonds of solidarity between Northern consumers and impoverished Southern producers. Moral education is increasingly realised by commercial brands who take advantage of the opportunities offered by social media. This article analyses the discursive construction of solidarity in the brand communication of Pukka (UK) and Pizca del Mundo (Poland) on Facebook. It identifies 3 discourses of solidarity: ‘solidarity through legitimation’, which presents the rationale for solidarity with Southern producers; ‘solidarity through affinity’, which constructs a moral economy between Southern producers and Northern consumers; and ‘solidarity through lifestyle’, which proposes everyday actions that can be undertaken by consumers to support Southern producers. These discourses are employed by the brands to different extents, with Pizca del Mundo attempting to establish a fair trade market in Poland and Pukka with an aim to increase sales of their fair trade products. The article concludes that primarily the discourses of ‘solidarity through legitimation’ and ‘solidarity through affinity’ serve moral education whose objective is to generate sustained commitment towards Southern producers as distant others. en
dc.format.extent 15
dc.language.iso eng
dc.relation.ispartof Globalizations
dc.rights unspecified
dc.rights.uri info:eu-repo/semantics/openAccess
dc.subject 518 Media and communications
dc.title Branded Solidarity in Fair Trade Communication on Facebook en
dc.type Article
dc.contributor.organization Media and Communication Studies
dc.contributor.organization Department of Social Research (2010-2017)
dc.description.reviewstatus Peer reviewed
dc.relation.issn 1474-7731
dc.rights.accesslevel openAccess
dc.type.version acceptedVersion

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