‘CHANGE TODAY, CHOOSE FAIRTRADE’
‘CHANGE TODAY, CHOOSE FAIRTRADE’
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“今天就改变，选择公平贸易”
DOI：
10.1080/09502386.2011.622780
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发表时间：
2012
期刊：
影响因子：
1.5
通讯作者：
K. Wheeler
中科院分区：
文献类型：
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作者：
K. Wheeler
公平贸易消费者被广泛地代表为有意地和条件反射地消费公平贸易商品的个人，以表达他们对发展中国家生产者困境的支持。这个数字被想象成每次访问超市时都用她/他的口袋“投票”，从而表明他们对公平贸易贸易模式的承诺。然而，这种公平贸易公民消费者的形象并不是随着市场上公平贸易商品的日益增多而自动出现的，而是由各种中介行为者和组织来塑造的。本文探讨了公平贸易消费者是如何构建的，并呼吁采取行动的公平贸易双周促销活动，发生在英国在2008年，是由公平贸易基金会协调。这一年度活动提供了一个独特的窗口，了解参与动员公平贸易公民消费者的过程和参与者。通过密切关注分发给不同受众的宣传材料和在这两周内发生的事件，本文揭示了公民消费者身份的偶然性和不断变化的性质。在这样做的过程中，它强调了不同的观众如何要求不同程度的反身性和行动，以及这如何塑造公平贸易商品在市场上的资格和分配方式。
The Fairtrade consumer is widely represented as an individual who intentionally and reflexively consumes Fairtrade goods in order to register their support for the plight of producers in the developing world. This figure is imagined to ‘vote’ with her/his pocket every time they visit the supermarket thus demonstrating their commitment to the Fairtrade trading model. However, this image of the Fairtrade citizen-consumer does not emerge automatically as a response to the increasing availability of Fairtrade goods in the market-place but has to be made by various intermediary actors and organizations. This paper examines how the Fairtrade consumer was constructed and called to action by the Fairtrade Fortnight promotional campaign that occurred within the UK in 2008 and was co-ordinated by the Fairtrade Foundation. This annual event offers a unique window into the processes and actors involved in the mobilization of the Fairtrade citizen-consumer. Through a close focus on the promotional material distributed to different audiences and the events that occurred during this Fortnight, this paper reveals the contingent and shifting nature of the citizen-consumer identity. In so doing, it highlights how varying degrees of reflexivity and action are demanded of different audiences and how this shapes the way that Fairtrade goods are qualified and distributed in the market.