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Ethical trade communication as moral education

A discourse analysisof mediation in context

Polynczuk-Alenius Kinga

The modern world is increasingly interconnected and interdependent. This is particularly evident in global trade with its ever-expanding commodity chains that bring together more and more people. Multiple producers (particularly in the ‘Global South’), numerous intermediaries, brand companies, retailers and individual consumers (particularly in the ‘Global North’) are inextricably linked by everyday products, such as coffee, t-shirts and smartphones. Although this complexity makes it difficult for consumers to know where and how their goods were produced, the awareness is growing of the ethical problems caused by global trade. Unfair compensation for coffee farmers, child labour in cocoa farming and sweatshop production in garment industry are becoming common knowledge. While the economic connection between producers and consumers is inherent to global trade, how can the moral connection be reclaimed? How can consumers be sensitised to the predicament of producers and encouraged to support them? Ethical trade communication as moral education proposes communication as a possible answer to these questions. In exploring this proposition, it zooms in on communication efforts of two organisations: (1) a Polish fair trade firm, Pizca del Mundo and (2) a Finnish non-governmental organisation, Eetti (Pro Ethical Trade Finland). Given the organisations’ limited access to and presence in mainstream legacy media, the research examines how they use social media and the various channels of personal and direct communication. Upon encountering two quite different communication approaches, the monograph anchors them in the different contexts in which the organisations operate: in the divergent histories of consumption, the disparate economic situations and the contrasting social self-understandings in Poland and Finland.   Publications of the Faculty of social Sciences 73 (2018) Media and Communications Studies


26 €

  • Julkaisija Valtiotieteellinen tiedekunta (Helsingin yliopisto)
    Julkaisuvuosi 2018
    Sivumäärä 276
    Kieli Englanti
    Sarjat Publications of the Faculty of Social Sciences
    Ulkoasu B5,pehmeäkantinen
    ISBN 9789515133014
    ISSN 2343-273X