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Rättvis handel - En etnografisk studie kring försöket att förena handel och moral

Svenstrup Mogensen, Anne LU (2013) SANK01 20131
Social Anthropology
Abstract (Swedish)
The purpose of this study is to explore the relationship between trade and moral in society, using the fair trade movement as an example. In this thesis I describe what fair trade is about according to the movement´s goals, history and development. I explore the means and actors of the fair trade movement. In addition, I look into the arguments of the movement for choosing fair trade products and what some consumers find attractive about fair trade. The data for this study consist of anthropological research and field studies as well as information and marketing material from different fair trade websites. The field cases and information from the fair trade movement have been analyzed using a comparative method.
I argue that fair trade is... (More)
The purpose of this study is to explore the relationship between trade and moral in society, using the fair trade movement as an example. In this thesis I describe what fair trade is about according to the movement´s goals, history and development. I explore the means and actors of the fair trade movement. In addition, I look into the arguments of the movement for choosing fair trade products and what some consumers find attractive about fair trade. The data for this study consist of anthropological research and field studies as well as information and marketing material from different fair trade websites. The field cases and information from the fair trade movement have been analyzed using a comparative method.
I argue that fair trade is an example of the conflict between the economic and the social spheres in society. It is an attempt to protect social values that people find threatened in capitalist societies consisting of product fetishism and alienation. Fair trade wants to challenge the conventional trade but I argue that the movement in fact is a product of the capitalist society. This I do by looking at its goals, means and actors. Further, I argue that fair trade with an romanticized image of the needy and helpless producers turn "the other" into an exotic object and more than describing reality, picture an idealized world which appeals to the consumers in the developed countries. (Less)
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author
Svenstrup Mogensen, Anne LU
supervisor
organization
alternative title
Fair Trade - an ethnographic study of the attempt to unite trade and moral
course
SANK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
Fair trade, Fairtrade, ethical consumption, consumer, producer, product, social anthropology, marketing, image
language
Swedish
id
3800350
date added to LUP
2013-08-13 16:23:46
date last changed
2013-08-13 16:23:46
@misc{3800350,
  abstract     = {The purpose of this study is to explore the relationship between trade and moral in society, using the fair trade movement as an example. In this thesis I describe what fair trade is about according to the movement´s goals, history and development. I explore the means and actors of the fair trade movement. In addition, I look into the arguments of the movement for choosing fair trade products and what some consumers find attractive about fair trade. The data for this study consist of anthropological research and field studies as well as information and marketing material from different fair trade websites. The field cases and information from the fair trade movement have been analyzed using a comparative method.
I argue that fair trade is an example of the conflict between the economic and the social spheres in society. It is an attempt to protect social values that people find threatened in capitalist societies consisting of product fetishism and alienation. Fair trade wants to challenge the conventional trade but I argue that the movement in fact is a product of the capitalist society. This I do by looking at its goals, means and actors. Further, I argue that fair trade with an romanticized image of the needy and helpless producers turn "the other" into an exotic object and more than describing reality, picture an idealized world which appeals to the consumers in the developed countries.},
  author       = {Svenstrup Mogensen, Anne},
  keyword      = {Fair trade,Fairtrade,ethical consumption,consumer,producer,product,social anthropology,marketing,image},
  language     = {swe},
  note         = {Student Paper},
  title        = {Rättvis handel - En etnografisk studie kring försöket att förena handel och moral},
  year         = {2013},
}