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Consuming lives, consuming landscapes: interpreting advertisements for cafédirect coffees

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  • Caroline Wright

    (Department of Sociology, University of Warwick, Coventry, UK)

Abstract

This paper analyses newspaper advertising for the fairtrade coffee company Cafédirect, focusing particularly on the ways UK consumers are urged to transform unequal social relations with coffee producers through consumption. The paper argues that whilst producers' lives are rendered 'knowable' to potential consumers, the reverse is not true. In addition, consumer gain is privileged over producer gain, with the commodity imbued with the 'authentic' lives and landscapes of coffee production. Thus, the 'public face' of development portrayed is that UK consumers can 'make a difference'. However, attracting potential consumers may depend on representations which are embedded in unequal power relations. Copyright © 2004 John Wiley & Sons, Ltd.

Suggested Citation

  • Caroline Wright, 2004. "Consuming lives, consuming landscapes: interpreting advertisements for cafédirect coffees," Journal of International Development, John Wiley & Sons, Ltd., vol. 16(5), pages 665-680.
    • Handle: RePEc:wly:jintdv:v:16:y:2004:i:5:p:665-680
    DOI: 10.1002/jid.1119
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    Cited by:

    1. Mark Hudson & Ian Hudson & Jason D. Edgerton, 2013. "Political Consumerism in Context: An Experiment on Status and Information in Ethical Consumption Decisions," American Journal of Economics and Sociology, Wiley Blackwell, vol. 72(4), pages 1009-1037, October.
    2. Alex Nicholls, 2010. "Fair Trade: Towards an Economics of Virtue," Journal of Business Ethics, Springer, vol. 92(2), pages 241-255, April.
    3. Yanica P. Dimitrova, 2020. "Corporate Social Responsibility and Innovation – the Meaningful Connection," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 89-108.
    4. Khumon Prapanpong, 2012. "Microtrade and the Fair Trade Movement," The Law and Development Review, De Gruyter, vol. 5(1), pages 50-79, May.
    5. Iain Davies & Bob Doherty & Simon Knox, 2010. "The Rise and Stall of a Fair Trade Pioneer: The Cafédirect Story," Journal of Business Ethics, Springer, vol. 92(1), pages 127-147, March.

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