The mirror of consumption: Celebritization, developmental consumption and the shifting cultural politics of fair trade

TY - JOUR

T1 - The mirror of consumption: Celebritization, developmental consumption and the shifting cultural politics of fair trade

AU - Goodman, Michael K.

PY - 2010/1

Y1 - 2010/1

N2 - This paper explores the shifting cultural politics of development as expressed in the changing narratives and discursive transparencies of fair trade marketing tactics in the UK. Pursued through the innovative concept of 'developmental consumption' and the increasing ‘celebritization’ of development, it is now through the global media mega-star that the subaltern speaks. These shifts encapsulate what is referred to here as fair trade's ‘Faustian Bargain’ and its ambiguous results: the creation of increasing economic returns and, thus, more development through the movement of fair trade goods into mainstream retail markets at the same time there is a de-centering of the historical discursive transparency at the core of fair trade's moral economy. Here, then, the celebritization of fair trade has the potential to create 'the mirror of consumption', whereby, our gaze is reflected back upon ourselves in the form of 'the rich and famous' Northern celebrity muddling the ethics of care developed by connecting consumers to fair trade farmers and their livelihoods. The paper critically evaluates and theorises transnational development and fair trade politics in the context of their growing aestheticization and celebritization in ways that see this paper as a significant and innovative contribution to understandings of the shifting geographies of development, ethical consumption and representational politics and practices.

AB - This paper explores the shifting cultural politics of development as expressed in the changing narratives and discursive transparencies of fair trade marketing tactics in the UK. Pursued through the innovative concept of 'developmental consumption' and the increasing ‘celebritization’ of development, it is now through the global media mega-star that the subaltern speaks. These shifts encapsulate what is referred to here as fair trade's ‘Faustian Bargain’ and its ambiguous results: the creation of increasing economic returns and, thus, more development through the movement of fair trade goods into mainstream retail markets at the same time there is a de-centering of the historical discursive transparency at the core of fair trade's moral economy. Here, then, the celebritization of fair trade has the potential to create 'the mirror of consumption', whereby, our gaze is reflected back upon ourselves in the form of 'the rich and famous' Northern celebrity muddling the ethics of care developed by connecting consumers to fair trade farmers and their livelihoods. The paper critically evaluates and theorises transnational development and fair trade politics in the context of their growing aestheticization and celebritization in ways that see this paper as a significant and innovative contribution to understandings of the shifting geographies of development, ethical consumption and representational politics and practices.

U2 - 10.1016/j.geoforum.2009.08.003

DO - 10.1016/j.geoforum.2009.08.003

M3 - Article

VL - 41

SP - 104

EP - 116

JO - GEOFORUM

JF - GEOFORUM

IS - 1

ER -