The Dialectics of Care: Communicating Ethical Trade in Poland

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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.
Original languageEnglish
JournalMedia and Communication
Issue number2
Pages (from-to)199-209
Number of pages11
Publication statusPublished - 29 Jun 2018
MoE publication typeA1 Journal article-refereed

Fields of Science

  • 518 Media and communications
  • care
  • discourse-theoretical analysis
  • ethical trade
  • fair trade
  • interviews
  • metageography
  • moral education
  • Poland

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