Globalising the consumer: Doing politics in an ethical register

Consumerism is often held to be inimical to collective deliberation and decision-making of the sort required to address pressing environmental, humanitarian and global justice issues. Policy interventions and academic discourse alike often assume that transforming consumption practices requires interventions that address people as consumers. This paper questions the assumption that the politics of consumption naturally implies a problematisation of consumer identities; it argues that this connection between consumption and consumers is a contingent achievement of strategically motivated actors with specific objectives in the public realm. This argument is developed through a case study of ethical consumption campaigning in the UK. Existing work in geography on alternative food networks, commodity chains and fair trade acknowledges the political intentions of such initiatives but also expresses unease about the registers of ‘consumption’, ‘ethics’ and ‘responsibility’ in which they are embedded. Focussing on the discursive interventions used in ethical consumption campaigns, we argue that these are not primarily aimed at encouraging generic consumers to recognise themselves for the first time as ‘ethical’ consumers. Rather, they aim to provide information to people already disposed to support or sympathise with certain causes; information that enables them to extend their concerns and commitments into everyday consumption practices. These acts of consumption are in turn counted, reported, surveyed and represented in the public realm by organisations that speak for the ‘ethical consumer’. These campaigns also provide supporters and sympathisers with narrative storylines. We focus on one of these storylines, which re-inscribes popular discourses of globalisation into a narrative in which people are ascribed various responsibilities by virtue of their activities as consumers but also empowered to act ethically and politically in and through these activities. We conclude that ethical consumption campaigning is a political phenomenon in which everyday consumption practices are reconstituted as the sites for citizenly acts that reach beyond the realm of consumption per se.     

Networks of Concern,Boundaries of Compassion: British Relief in the South African War

In the South African War and its aftermath, wounded combatants and interned Boer civilians were the subjects of extensive transnational relief efforts. Focusing on the aid proffered by the British Red Cross Society, the pro-imperialist Victoria League and the rival Boer Home Industries scheme, this paper explores how gifts of time and material were invested with competing hopes and aspirations for Britain's role in South Africa. In this context food and hand-made textiles represented more than mere commodities. It also meant that, though expressing genuine sympathy and concern, benefactors did not share a ‘humanitarian’ ideal. These gifts brought undoubted comfort and saved life. They also provided new imaginative vistas on empire and war, and galvanised domestic political networks. But the implication of these numerous benevolent impositions was a lack of co-ordination and the privileging of relief workers’ ethical commitments with little thought as to how these gifts would be received.     

Sustainability Standards and the Water Question

Increased global trade in agricultural commodities has boosted fresh water consumption. This export of ‘virtual water’, embedded in products sold abroad, has increasingly affected local communities and ecosystems, especially in arid regions. Recent initiatives to certify agricultural production are showing a rapidly growing interest in considering water issues within schemes of quality assurance, sustainable production and fair trade. This article scrutinizes current water sustainability certification schemes, and how they affect local water user communities. The authors use three notions of governmentality to examine water sustainability standards and how they aim ‘to conduct the conduct’ of water users: (1) standards as ‘production of truth’ and ‘mentalities’ that constitute systems of collective rationalities, values, norms and knowledge; (2) standards as networks that prescribe roles and establish power relations between companies and producers; and (3) standards as ‘techniques of visibilization’ that control practices and discipline producers. Private standards in general reinforce the political and market power of private sector agro‐food chains in local water management, to the detriment of local water user communities and national governments. However, sustainability certification could also potentially enable local, regional, national and international organizations of user communities to stake claims and negotiate to protect their water sources and livelihoods.     

Travelling ‘Under Concern’: Quakers James Backhouse and George Washington Walker Tour the Antipodean Colonies, 1832–41

In 1832, British Quakers James Backhouse and George Washington Walker travelled ‘under concern’ on a trans-imperial journey that took nine years and spanned the Australian colonies of Van Diemen's Land, New South Wales and Swan River in Western Australia, Mauritius and South Africa's Cape Colony. Backhouse and Walker were fundamental to the creation and expansion of humanitarian networks in the antipodes, where they made major humanitarian interventions in matters concerning Aboriginal peoples, penal reform, slavery and education. This paper first traces the genesis and historical dimensions of their journey to contextualise it within a long transnational tradition of Quakers travelling ‘under concern’. The paper considers the tour through diverse interpretative approaches such as transnationalism and new work on transnational social movements, humanitarian travel writing and textuality, and argues that Backhouse and Walker were not imperial agents, nor were they agitators operating outside empire, but rather occupied a complex position as ‘institutional opponents’ working within imperial political circuits to broker various humanitarian reforms at multiple levels in the furtherance of their particular moral empire.     

‘Constructing’ Ethical Mineral Supply Chains in Sub‐Saharan Africa: The Case of Malawian Fair Trade Rubies

Over the past decade, sales of Fair Trade agro‐products have risen sharply, fuelled by innovative marketing campaigns that use imagery to ‘connect’ Western consumers to impoverished farmers in developing countries. The success of Fair Trade has led to speculation over whether its portfolio could be broadened to include non‐agricultural products, a debate which, in recent years, has focused heavily on the precious minerals and stones being extracted by impoverished artisans. A lack of policy oversight, however, has resulted in Fair Trade being interpreted very differently in this context. In the absence of certified, internationally‐recognized guidelines for the implementation of Fair Trade mineral schemes, designers have drawn inspiration from a global mining development agenda that has become preoccupied with anti‐corruption and traceability. This article draws on the case of Malawi's Nyala^TM ruby, described as a ‘Fair Trade Gem’ by its supplier, to illustrate how ethical mineral programmes are potentially being misbranded as Fair Trade. Although the scheme delivering Nyala^TM ruby to markets is supplying a traceable commodity, in the process helping to alleviate consumers’ concerns about conflict minerals, it seems to be providing very little benefit to poor producers — the primary objective of Fair Trade.     

Consuming narratives: the political ecology of 'alternative' consumption

This paper examines how political ecology themes of tropical conservation and social justice become representational practices underpinning 'alternative' consumption in the North. The notion of commodity culture is adopted to understand the ambiguous rationalities and ethical assumptions of two sets of consumption practices. The first case considers Edenic myth-making used to assimilate concerns over tropical deforestation in the South to consumption-intensive if conservation-minded lifestyles in the North. The second case looks at fair trade and how concern about social injustice and unfair labour practices in the South is harnessed to solidarity-seeking consumption constitutive of 'radical' lifestyles. The paper suggests these contrasting commodity cultures broadly conform to divergent positions in red–green debates. It argues that both are weakened as a form of social and political 'caring at a distance' due to an uncritical acceptance of consumption as the primary basis of action.     

Stewards of Virtue? The Ethical Dilemma of CSR in African Agriculture

In recent years companies have responded to increasingly powerful consumer politics by expanding the scope of corporate social responsibility (CSR) to include ethical trade. This article examines the ethic embedded in and promulgated through ethical trade by use of a case study of African agriculture. Building on recent conceptualizations of globalization, neoliberalism and anthropological analyses of the audit economy, the authors put forward three inter‐related arguments. First, that there is a clear, if largely unacknowledged, ethic that positions ethical trade as an inherently neo‐utilitarian response to the economic and political imperatives of globalization, with important implications for its intended beneficiaries in the South and advocates in the North. Second, that this ethic is at the core of a form of governmentality that advances the project of neoliberalism, not by force but rather through the technologies and embedded norms of voluntary regulation, resulting in a model of governance that is fundamentally constrained by structurally embedded limitations. And third, that attempts to remove these limitations may be less likely to achieve the democratic, empowering outcomes of ethical trade's proponents than to serve the interests of the internationally dispersed ‘stewards of virtue’ that grant ethical trade its legitimacy.     

England’s trade with the Continent in the early thirteenth century: customs and the port of Dover

ABSTRACT

This article identifies and prints the earliest detailed customs list from northern Europe, which was prepared for the port of Dover in 1233 or soon after, and it gives fuller and more detailed information about trade than for any other northern European port at this date. The list shows a remarkable diversity of trade, including some of the earliest references to particular goods in English documents, and widespread sources of trade including Flanders, Germany and Italy. The depiction of such trading links prompts questions about the ‘commercial revolution’ and the development of European trade, for it shows how varied trade and consumption could be in the era of the fairs of the Champagne towns, before the establishment of direct maritime links from the Italian cities to northern Europe. The appearance of commodities and trading links in the Dover list suggest that commercial development was earlier and more evolutionary.     

Commodities and the Power of Prayer: Pentecostalist Attitudes Towards Consumption in Contemporary Ghana

This article addresses the phenomenal success of pentecostalism, a global religious movement par excellence, throughout postcolonial Africa. Investigating pentecostalist views of and attitudes towards commodities in southern Ghana, the article shows that pentecostalists represent the modern global economy as enchanted and themselves as agents of disenchantment: only through prayer may commodities cease to act as ‘fetishes’ which threaten the personal integrity and identity of their owners. Pentecostalism creates modern consumers through a ritual of prayer, which helps them handle globalization and control foreign commodities in such a way that they can be consumed without danger. Through prayer, commodities cease to possess their owners; the latter are rather enabled to possess the former. Pentecostalism engages in globalization by enabling its members to consume products from the global market and by offering its followers fixed orientation points and a well-delimited moral universe within globalization's unsettling flows.     

Graduated sovereignty and global governance gaps: Special economic zones and the illicit trade in tobacco products

Illicit trade in tobacco products has been a significant problem globally for many years. It allows cigarettes to be sold far below their legal price and thus contributes to higher consumption, morbidity and mortality, and deprives state treasuries of a substantial amount of revenue. This article identifies special economic zones (SEZs), particularly free trade zones, as a key conduit for this illicit trade. The development of SEZs as weak points in the global governance architecture is explained with reference to the concept of ‘graduated sovereignty’, whereby the uniform management of territory by modern states has given way to a more spatially selective form of territorial governance, in which some slices of territory are more fully integrated into the world economy than others via various forms of differential regulation. Attempts to comprehensively (re)regulate SEZs, in the face of growing evidence of the dysfunctionalities that they can engender, have so far been unsuccessful. It is concluded that the neo-liberal global economy has facilitated a regulatory ‘race to the bottom’, a problem that can only ultimately be overcome by international negotiation and agreement.     

Following the caterpillar fungus: nature,commodity chains,and the place of Tibet in China's uneven geographies

Following caterpillar fungus as it travels from the Tibetan Plateau to wealthy Chinese consumers, this article makes several interventions into geographical studies of commodity chains. First, it argues for an expansion beyond the usual call to connect the political economy of production with cultures of consumption; the cultural politics of production and political economies of consumption must also be considered. Second, it argues for bringing together political economy and more-than-human analytical approaches to commodity chains, showing how nature and the nonhuman play a key role in an assemblage that has allowed Tibetans to navigate livelihoods in a rapidly changing economy. This challenges a tendency to assume a universal figure of ‘the human’ in more-than-human geographies. Third, by connecting the erasure of Tibetans from representations of various natures used to sell caterpillar fungus with the broader politics of Tibetans within the People's Republic of China, we show that commodity fetishism can conceal not just labor relations, but also political struggles not reducible to class. Finally, we show that following a small fungus can shed light on the unevenness of China's capitalist development obscured in monolithic narratives of China's rise, demonstrating the value of expanding commodity chain studies beyond those that end with Western consumers.     

Of kimchi and coffee: globalisation,transnationalism and familiarity in culinary consumption

This paper discusses the culinary consumption choices of South Korean international students in Auckland, New Zealand as a route to re-considering the transnational production of familiarity. In particular, this study questions the extent to which culinary consumption by transnational migrants is always an intentional declaration of ‘group loyalties’ or about the re-production of local or national identities. Drawing on research with students this paper illustrates that while some aspects of the familiarity enacted in culinary consumption appear to be ‘local’, in the sense that they are encoded as ‘Korean’, other aspects appear to represent forms of ‘global’ familiarity. Hence, it is argued that culinary consumption in transnational worlds can also more subtly represent an effort to recreate familiarity through reference to characteristics of everyday life before migration that may include what appear to be both global and local products. Such familiarity is then not necessarily about group loyalties or identities but rather an example of the importance of practical know how and familiar sensations in feelings of belonging and attachment.     

‘Russian merchant’ legacies in post-Soviet trade with China: Moral economy,economic success and business innovation in Yiwu

ABSTRACT

This article focuses on Russian traders operating in China, particularly in Yiwu, the major commercial hub for the ‘small commodity’ trade, and explores the idea of the ‘Russian merchant’ prevalent in Russia today. Rather than examining the new commercial culture from the perspective of global neoliberalism, it deals with Russia’s pre-Soviet merchant estate (soslovie) and its present-day political-ideological evocations. While there is no direct cultural-professional continuity between pre-Soviet and post-Soviet merchants, some similarities have come to the fore and have been encouraged by the state and the Church. This is due to the promotion of a particular moral economy wherein the ‘Russian merchant’ figures as a positive category. Using a case study of a Russian trader in Yiwu, the article illustrates the new ways in which mistrust as well as ‘traditional’ merchant attributes such as patriotism and patriarchal authority, have been harnessed to create a successful Russian transnational business.     

Follow the Thing: Papaya

In a recent round table about Antipode 's radical geographies, contributors argued that the journal needed more papers which stimulated debate, were accessible to academics and non-academics alike, didn't "preach to the cognoscenti", were written to fit into radical teaching agendas, and were diverse and eclectic in style ( Waterstone 2002 :663; Hague 2002 ). This paper has been written to fit this bill. It outlines the findings of multi-locale ethnographic research into the globalization of food, focusing on a supply chain stretching from UK supermarket shelves to a Jamaican farm, and concluding in a North London flat. It addresses perspectives and critiques from the growing literature on the geographies of commodities, but presents these academic arguments "between the lines" of a series of overlapping vignettes about people who were (un)knowingly connected to each other through the international trade in fresh papaya, and an entangled range of economic, political, social, cultural, agricultural and other processes also shaping these connections in the early 1990s. The research on which it is based was initially energized by David Harvey's (1990 :422) call for radical geographers to "get behind the veil, the fetishism of the market", to make powerful, important, disturbing connections between Western consumers and the distant strangers whose contributions to their lives were invisible, unnoticed, and largely unappreciated. Harvey argued that radical geographers should attempt to de-fetishise commodities, re-connect consumers and producers, tell fuller stories of social reproduction, and thereby provoke moral and ethical questions for participants in this exploitation who might think they're decent people. This paper has been written to provoke such questions, to provide materials to think through and with, for geography's ongoing debates about the politics of consumption.     

论广西近代圩市的变迁

随着广西近代商品经济的发展和社会性质的变化,广西近代圩市发生相应的变迁。就具体的圩市而言,广西近代圩市有兴有废,但总的趋势是兴多废少;从圩市贸易来看,广西近代圩市有盛有衰,但大部分圩市固定人口增加,商业目渐繁盛,圩市的交易圈也不断扩大;农村商品经济的发展,使可供交易的商品目益增多,从而使圩期逐步缩短。这些从一个侧面反映了广西近代经济的发展和变化。     

Europe at the crossroads of three worlds: alternative histories and connections of European solidarity with the Third World, 1950s–80s

Abstract

Over the past few years, there has been growing interdisciplinary interest in the history of European solidarity movements that mobilized on behalf of the ‘Third World’ in the wake of the post-war decolonization process. Focusing on European campaigns against the Vietnam War and Pinochet’s Chile, this article aims at positioning these international solidarity movements in the broader history of North–South and East–West exchanges and connections in Europe during the Cold War. It explores some key ideas, actors and alternative networks that have remained little studied in mainstream accounts and public memories, but which are key to understanding the development of transnational activism in Europe and its relevance to broader fields of research, such as the history of Communism, decolonization, human rights, the Cold War and European identity. It delves into the impact of East–West networks and the Communist ‘First World’ in the discovery of the Third World in Western Europe, analyses the role of Third World diplomacy in this process, and argues how East–West and North–South networks invested international solidarity campaigns on ‘global’ issues with ideas about Europe’s past and present. Together, these networks turned resistance against the Vietnam War, human-rights violations in Pinochet’s Chile, and other causes in the Third World into themes for détente and pan-European cooperation across the borders of the Iron Curtain, and made them a symbol to build a common identity between the decolonized world and Europe. What emerges from this analysis is both a critique of West-centred narratives, which are focused on anti-totalitarianism, as well as an invitation to take North–South and East–West contacts, as well as the role of European identities, more seriously in the international history of human rights and international solidarity.     

Topographies of citizenship: Purhépechan Mexican women claiming political subjectivities

A variety of politics are waged through recourse to the language of ‘citizenship’ and ‘democracy’: from George W. Bush's selling of free trade for the Americas by invoking freedom and democracy, to the calls for citizenship and equality by popular movements throughout Latin America and other regions. This article links these paradoxical and transnational constructions of ‘citizenship’ to the daily economic and political struggles of indigenous women in rural Mexico. A transnational and what Cindi Katz calls a ‘topographical’ analysis of local processes deepens and complicates our understanding of local changes as they articulate with global dynamics, and it transforms how we conceptualize the global. Drawing on an ethnography of local gendered political transformation in Cherán, Mexico, I map processes visible locally onto spatialities of power and meaning across scales, weaving together various symbolic and material processes—the intentional actions and negotiations of individual women; the history of Cherán as a place and community; neoliberal economic globalization; and the effects of profoundly gendered and racialized nationalisms—in order to produce a situated knowledge of global citizenship politics. This approach highlights how women in Cherán, situated within global political economic relations and the symbolic horizons of ‘modernity’, transform the meaning and practice of citizenship and political subjectivity.     

Maximum Working Class Unity? Challenges to Local Social Movement Unionism in Cape Town

Joint political mobilisation between trade unions and community groups, often referred to as ‘social movement unionism’, has been upheld as a way forward for organised labour in a neoliberal world economy. Analysing the interaction between unions and communities is critical for understanding the potential and actual roles played by trade unions in voicing the concerns of marginalized workers and poor communities. This article examines the efforts of organised municipal workers and urban social movements trying to unite their forces in post‐apartheid South Africa, by looking at the politics of the Cape Town Anti‐Privatisation Forum (APF). While the participants of the APF have in common their opposition to commercialisation and privatisation of service delivery, their political unity is fragile. By contrasting the ‘ideal‐type’ social movement unionism depicted in the contemporary literature on labour and globalisation with the findings of this particular case, we uncover some main dimensions along which this organisational cooperation is challenged. In contrast to the political unity experienced during the anti‐apartheid struggle, the APF initiative operates in a restructuring post‐apartheid economy where bridging internal organisational differences and confronting the hegemonic position of the African National Congress (ANC) in civil society have proved particularly challenging.     

Bringing Workers’ Rights Back In? Propositions towards a Labour–Trade Linkage for the Global South

The idea of forging a linkage between global trade and labour standards has a long history and has been the subject of fierce debate. In a global political economy that incites ‘competition for jobs’, the idea cannot escape controversy. Crucially, it has failed to win significant support from trade unionists in the global South. Drawing on viewpoints voiced by workers’ rights activists in South Africa and Brazil, this article presents four propositions on the features and functions that a labour–trade linkage would have to possess if it is to serve workers’ interests, and explores whether and how these may be accommodated by the ILO and WTO regimes. It is argued that a linkage requiring a new single WTO undertaking is out of the question; a linkage would only make sense if it superimposes ILO rule onto the WTO, not the opposite; a linkage should be premised on positive trade measures; and, finally, it should serve the interests of presently unprotected and unorganized workers. Overall, the main challenge of such a linkage would be to achieve the necessary reform within the ILO.