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Ethical Trade Communication As Moral Education Activism Today Self-Identified As a Citizen Movement at the Time

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Ethical Trade Communication As Moral Education Activism Today Self-Identified As a Citizen Movement at the Time CORE Metadata, citation and similar papers at core.ac.uk Provided by Helsingin yliopiston digitaalinen arkisto Faculty of Social Sciences University of Helsinki Finland ETHICAL TRADE COMMUNICATION AS MORAL EDUCATION A DISCOURSE ANALYSIS OF MEDIATION IN CONTEXT Kinga Polynczuk-Alenius ACADEMIC DISSERTATION To be presented, with the permission of the Faculty of Social Sciences of the University of Helsinki, for public examination at the University Main Building Auditorium XIII (Unioninkatu 34) on Saturday, 21 April 2018, at 10 am. Helsinki 2018 Publications of the Faculty of Social Sciences 73 (2018) Media and Communication Studies Text © Kinga Polynczuk-Alenius Cover illustration by Aino Korpela ISSN 2343-273X (print) ISSN 2343-2748 (online) ISBN 978-951-51-3301-4 (print) ISBN 978-951-51-3302-1 (PDF) Unigrafia Helsinki 2018 ABSTRACT At its broadest, this dissertation asks how ethical trade is communicated in Poland and Finland. Ethical trade encases a wide set of initiatives concerned with terms of exchange and conditions of production, but also with other issues surrounding global trade, such as tax justice and environmental sustainability. To clip these diverse projects together, ethical trade is theorised here as a communication problem in that its success hinges on constructing among consumers a moral disposition that recognises distant producers and their predicament as being worthy of attention, emotion and action. This disposition is constructed through mediation, that is, an ethically charged process of communication in which social reality is constructed, negotiated and circulated. This study distinguishes between two modes of mediation. The first mode, mediated familiarity, establishes a representation-anchored cognitive connection between consumers and producers on the basis of factual knowledge and a degree of affinity. The second mode, moral education, is geared towards constructing consumers who independently consider the impact of their everyday consumption choices on faraway producers and workers. Theorised in this way, moral education is then operationalised through three analytical concepts: (1) solidarity, understood as a morality of cooperation; (2) care, approached as a dialectic between care for oneself and close ones, and care for Southern producers as distant strangers; and (3) responsibility, conceptualised as a collective moral and political obligation to alter the unjust structures of global trade. Methodologically, this study employed the approach to discourse analysis inspired by the work of Foucault. Within this framework, ethical trade communication was a discourse generated by specific ethical trade organisations through retrieving elements from a global discursive repertoire of ethical trade and adjusting them to the circumstances of local consumers. As such, ethical trade communication aimed to furnish for its recipients a desired subject position. Empirically, the research zoomed in on two cases: (1) Pizca del Mundo, the first fair trade brand in Poland, and (2) Eetti (Pro Ethical Trade Finland), the main non-governmental organisation dealing with ethical trade in Finland. The two organisations were investigated in separate case studies with divergent research designs. The case study of Pizca del Mundo relied primarily on the analysis of Facebook content, whereas the case study of Eetti was based on a yearlong ethnographic-style fieldwork. The empirical analysis revealed that Pizca del Mundo’s communication focused on establishing mediated familiarity between consumers and producers. At the same time, the moral dispositions of solidarity and care characterised the relationship between producers and the firm themselves, 3 relegating the public to their role as rational consumers. Meanwhile, Eetti were engaged in moral education geared towards activating individuals as responsible citizen-consumers, that is, independent agents entitled to demand change, capable of moral reflection and decision-making, and ready to participate in collective political action. Keeping in mind the interplay between global discourses and local conditions, this dissertation anchors the communication approaches of Pizca del Mundo and Eetti in the material conditions of consumers and the local discourses that give meaning to these conditions. The discussion on local histories of consumption, situated economies and discursive geographies in Poland and Finland reveals a disjuncture between the unproblematised and universalistic moral discourses that permeate the scholarly literature on ethical trade, and the situated moralities that the localised consumers draw on in making moral decisions, such as consumption choices. Thus, this study argues for the importance of studying communication and mediation in context. 4 ACKNOWLEDGEMENTS I have always enjoyed reading acknowledgements because they remind me that academic research is not a solitary journey. Although I wrote the better part of this dissertation while sitting in my living room, this research was only possible thanks to a sizeable group of people. Here, I would like to thank some of those who supported and inspired me along the way. First and foremost, I owe my supervisor, Professor Mervi Pantti, a debt of gratitude for making me into a researcher. During my master’s studies, her teaching and supervision reignited my curiosity and thirst for knowledge. During my doctoral studies, she guided me in a way that offered all the independence I needed, but also helped me stay on course. She also provided me with more support – academic, practical and emotional – than one could reasonably expect of a supervisor. For all that, I will be eternally grateful. I also want to thank Dr Anandi Ramamurthy for kindly agreeing to be the opponent for my public defence. When I was only beginning my doctoral research, her paper on fair trade representations steered me in a new critical direction that I might not have discovered otherwise. Having said that, I hope that I did not get it all wrong. I would also like to thank my pre-examiners, Dr Eleftheria Lekakis and Dr Jonathan Corpus Ong. I am grateful for all your critical and encouraging comments that both validated my research effort and substantially helped to improve this dissertation. I hope to be able to thank you both in person in not too distant future. At the Discipline of Media and Communication, I would like to thank Marko Ampuja and Yonca Kurtoglu Ermutlu for the fantastic work they did in the International Master’s Programme in Media and Global Communication. Without their input and support at the beginning of my University adventure, the thought of pursuing the doctoral degree would have never even crossed my mind. Moreover, I am thankful to Professors Hannu Nieminen and Anu Kantola for leading the doctoral seminar that was, for me, a crash course in being a researcher. I also owe gratitude to my comrades-in-arms, the current DQG IRUPHU GRFWRUDO VWXGHQWV -XVW\QD 3LHU]\ĔVND ,ULQD .KDOGDURYD (UQD Bodström and Sigrid Kaasik-Krogerus have read and commented on the different parboiled pieces of my writing throughout the years. Markus Ojala, Salla-Maaria Laaksonen and Maarit Pedak provided practical advice and support, particularly invaluable during the last stage of the process. Timo Harjuniemi, Sampsa Saikkonen and Joonas Koivukoski never cease to amaze me with their erudition, showcased casually over a lunch plate or a cup of coffee. Anne Hyttönen’s seemingly endless optimism has been reaching me all the way from Mikkeli. At the University of Helsinki, I have been lucky to build some interdisciplinary ties of kindness and support. Irregular, but invariably 5 delicious, lunch meetings with Sonja Trifuljesko provided a space for venting and introspection, enabling me to keep my sanity despite the challenges of academia. Jose Cañada and Noora Kotilainen have continuously expressed interest in my research, contributing insight from their respective disciplines. Many other colleagues from across disciplines, whom I have met in the doctoral courses and events, inspired me to reach outside the borders of media and communication studies. Outside the University of Helsinki, I would like to thank Professor D. Beybin Kejanlioglu for extraordinary kindness as well as for trusting in my research skills and inviting me to participate in her cross-national study. I am also grateful to Jessica Gustafsson, not only for fruitful conference and journal collaboration and comments on the various bits of my research, but also for inviting me to the Nordic-Kenyan PhD Seminar that became one of the turning points in my research process. With that in mind, I would like to thank all the participants in the seminar for their insightful comments on my project, in particular Abraham Mulwo, Hilde Arntsen, Moira McGregor, Wambui I. Wamunyu and David Cheruiyot. Furthermore, I am grateful to the organisers and participants of the ECREA Summer School 2014: you were my first academic community of belonging and I am always looking forward to meeting you at various events in different places around the globe. Here, my special gratitude goes to Arko Olesk whose perceptive questions and comments on numerous occasions pushed me to challenge my own assumptions and dig deeper into the topic at hand. I also want to thank Professors Eva Bendix Petersen and Nico Carpentier whose inspiring teaching took my research in the fascinating directions that I had not foreseen. This dissertation would not have materialised without the financial support of the Otto A. Malm
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