Critiques et discours des acteurs du commerce équitable: une analyse structurale

Vivien Blanchet ()
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Vivien Blanchet: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Most scholars describe Fair Trade as a heterogeneous field characterised by a diversity of actors, practices and justice criteria. However, I argue that the ways to promote Fair Trade are limited. Indeed, a structural analysis of discourses reveals a structural homology between the different levels of narratives. At the level of functions, it is possible to identitfy recurrent sequences: a sequence of exploitation is opposed to a sequence of help. At the level of characters, discourses always stage four actors: related to the sequence of exploitation, there are an oppressor and a victim ; related to the sequence of help, there are a poor person and a rescuer. Finally, at the level of narration, several narrators intervene: organizations promote Fair Trade, producers show the Fair Trade efficiency, and opinion leaders guarantee the objectivity of Fair Trade discourses.

Keywords: Fair trade; structural analysis; semiology; discourses; criticism; analyse structurale; sémiologie; discours; critique; Commerce équitable (search for similar items in EconPapers)
Date: 2010-03-24
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00676058v1
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Citations: View citations in EconPapers (1)

Published in Congrès de l'ADERSE, Mar 2010, La Rochelle, France

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