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The dialectics of care: communicating ethical trade in Poland
[journal article]
Abstract This article is an empirical exploration of how ethical trade organisations draw on and appropriate in their communication the moral repertoire of ethical trade. Theoretically, it employs the notion of the "dialectics of care" to examine the tactics used in ethical trade communication to reconcile c... view more
This article is an empirical exploration of how ethical trade organisations draw on and appropriate in their communication the moral repertoire of ethical trade. Theoretically, it employs the notion of the "dialectics of care" to examine the tactics used in ethical trade communication to reconcile care for oneself and one's close ones with care for distant producers. Empirically, this article is based on the discourse-theoretical analysis of two interviews with the representatives of Polish ethical trade organisations: (1) a fair trade firm, Pizca del Mundo, and (2) an NGO, the Institute for Global Responsibility. The analysis finds that ethical trade organisations seek to harmonise care for distant producers with the interests of the Polish public through (1) embedding it into the discourse of product quality, or (2) linking it to care for oneself, one's family and society while raising awareness of the global interconnectedness.... view less
Keywords
Poland; communication; ethics; morality; commerce; organizations; discourse analysis; fairness
Classification
Basic Research, General Concepts and History of the Science of Communication
Free Keywords
Metageographie
Document language
English
Publication Year
2018
Page/Pages
p. 199-209
Journal
Media and Communication, 6 (2018) 2
Issue topic
Media and communication between the local and the global
DOI
https://doi.org/10.17645/mac.v6i2.1283
ISSN
2183-2439
Status
Published Version; peer reviewed