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

Author

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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)

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.

Suggested Citation

  • Vivien Blanchet, 2010. "Critiques et discours des acteurs du commerce équitable : une analyse structurale," Post-Print halshs-00676058, HAL.
    • Handle: RePEc:hal:journl:halshs-00676058
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00676058
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    File URL: https://shs.hal.science/halshs-00676058/document
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    Cited by:

    1. Arnaud Eve, 2019. "Colloque Management de la Qualité : Coûts et rentabilité de la qualité," Post-Print hal-02156398, HAL.

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