Mapping Fair Trade Networks

Mapping Fair Trade Networks: Visualising the dynamics of a global movement

Introduction

• ‘The development of Fairtrade certification in the UK illustrates the need to resituate the analysis of Fair Trade consumption in diverse social networks, rather than persisting in presenting it (positively and negatively) as primarily a form of consumer agency’. (Barnett et al. 2011: 164)

• Building on research that has explored local networks of activism the focus of this project is mapping and visualising the transnational advocacy networks that form the global Fair Trade movement.

Background and Context

Impact and Beneficiaries

This research intends to provide a new perspective and practical contribution on key areas including:

Historic growth and development of producer networks.

Significance of regional producer networks as key nodes.

Information flows and power dynamics.

Representation of different meanings and frameworks of fairness.

Next Steps

It is hoped that this research can be used to inform discussions about the viability of a range of Fair Trade networking options.

Key References

1. C. Barnett, P. Cloke, N. Clarke and M. Malpass, Globalizing Responsibility: The Political Rationalities of Ethical Consumption (Chichester: Wiley-Blackwell, 2011)

2. D. Della Porta, Social Movements An Introduction (Oxford: Blackwell Publishing, second edition 2006).

3. A. Hutchens, Changing Big Business: The Globalisation of the Fair Trade Movement (Cheltenham: Edward Elgar, 2009).

4. V. Nelson & B. Pound, The Last Ten Years: A Comprehensive Review of the Literature on the Impact of Fairtrade (NRI: University of Greenwich, 2009).

5. A. Nicholls & C. Opal, Fair Trade: Market-Driven Ethical Consumption (London: Sage, 2004).

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Matthew Anderson PhD University of Birmingham

Information is Beautiful: Data Visualisation

‘Good data visualisation can help users explore and understand the patterns and trends in data, and also communicate that understanding to others to help them make robust decisions based on the data being presented.’ Department for Communities and Local Government and OCSI (2009)

3. Visualising Social Networks: Fidg’t 2. Fairtrade International: Data Mapping

PARTICIPATORY METHODOLOGYThroughout this project the aim is to adopt a participatory approach that values co-production and recognises the voice of all Fair Trade stakeholders - particularly those that have been underrepresented in previous research (most notably producers from LDCs).

1) Questionnaires will be sent to Fair Trade Committees requesting both measurable and freeform answers in relation issues of governance, networking and meaningfulness of Fair Trade.

2) Interviews with key actors in global representative bodies associated with NGO partnerships, co-operatives, trade unions and faith groups.

3) Participant observation as part of 6 month internships with FLO and WFTO. This will enable ethnographic study of the day-to-day operations.

4) Archival analysis of FLO and WFTO records relating to the history and development of fair trade networks, alongside media analysis of news texts in the UK and the US relating to FLO and WFTO.

Approach & Methodology

Networks

‘The spread of fair-trade practices is facilitated by the existence of extended networks of co-operatives and small retail operators in the West, who try to somehow to reach a balance between ethic-driven public action and market requirement.’ (Donatella Della Porta 2006: 20).

‘It’s very difficult to say what networks really bring, but I think the value of networks has been grossly underestimated by a lot of people.’ (Carol Wills cited in Nicholls and Opal 2005: 254)

‘Fair trade rapidly achieved scale by networking social networks to spread the fair trade message. The movement did not build new networks, but tied established networks together.’ (Anna Hutchens 2009: 83).

Research Questions1. What role do local producers play in defining, shaping and

implementing the principles and practices of Fair Trade?

2. How far have particular ‘conduit’ organisations been responsible for linking local producers with the wider Fair Trade movement?

3.To what extent do the day-to-day conduct of business of FLO and WFTO present opportunities or barriers to participation from producer networks in the global South?

Acknowledgements: This project is being developed in collaboration with Prof Paul Cloke and Dr Ian Cook at the University of Exeter and Christian Nold PhD candidate at UCL.

1. DataViz: improving data visualisation for the public sector

Social Movement

Producer Networks

‘There is increasing funding being made available to strengthen formal Fairtrade networks, with the aim of raising capacity, awareness and eventually sales, yet the differences between regional networks (in Africa, Asia and Latin America) are not yet analysed” (Nelson & Pound 2009: 6).

Introduction

• ‘The development of Fairtrade certification in the UK illustrates the need to resituate the analysis of Fair Trade consumption in diverse social networks, rather than persisting in presenting it (positively and negatively) as primarily a form of consumer agency.’ (Barnett et al. 2011: 164)

• Building on research that has explored local networks of activism the focus of this project is mapping and visualising the transnational advocacy networks that form the global Fair Trade movement.

Research Questions

1. What role do local producers play in defining, shaping and implementing the principles and practices

of Fair Trade?

2. How far have particular ‘conduit’ organisations been responsible for linking local producers with the

wider Fair Trade movement?

3. To what extent do the day-to-day conduct of business of Fairtrade International and WFTO present

opportunities or barriers to participation from producer networks in the global South?

Mapping Fair Trade Networks: Visualising the dynamics of a global movementMatthew Anderson PhD University of Birmingham


Background and Context

Networks

‘The spread of fair-trade practices is facilitated by the existence of extended networks of co-operatives and small retail operators in the West, who try to somehow reach a balance between ethic-driven public action and market requirement.’ (Donatella Della Porta 2006: 20).

‘It’s very difficult to say what networks really bring, but I think the value of networks has been grossly underestimated by a lot of people.’ (Carol Wills, former Director of WFTO, cited in Nicholls and Opal 2005: 254).

‘Fair trade rapidly achieved scale by networking social networks to spread the fair trade message. The movement did not build new networks, but tied established networks together.’ (Anna Hutchens 2009: 83).

Social Movement

Producer Networks

‘There is increasing funding being made available to strengthen formal Fairtrade networks, with the aim of raising capacity, awareness and eventually sales, yet the differences between regional networks (in Africa, Asia and Latin America) are not yet analysed.’ (Nelson & Pound 2009: 6).


PARTICIPATORY METHODOLOGYThroughout this project the aim is to adopt a participatory approach that values co-production and recognises the voice of all Fair Trade stakeholders - particularly those that have been underrepresented in previous research (most notably producers from LDCs).

1) Questionnaires will be sent to Fair Trade producer groups requesting both measurable and freeform answers in relation issues of governance, networking and meaningfulness of Fair Trade.

2) Interviews with key actors in global representative bodies associated with NGO partnerships, co-operatives, trade unions and faith groups.

3) Participant observation as part of 6 month internships with Fairtrade International and WFTO. This will enable ethnographic study of the day-to-day operations.

4) Archival analysis of Fairtrade International and WFTO records relating to the history and development of fair trade networks, alongside media analysis of news texts in the UK and the US.

Approach & Methodology


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‘Good data visualisation can help users explore and understand the patterns and trends in data, and also communicate that understanding to others to help them make robust decisions based on the data being presented.’ Department for Communities and Local Government and OCSI (2009)

3. Visualising Social Networks: Fidg’t

2. Fairtrade International: Data Mapping

1. DataViz: improving data visualisation for the public sector

http://www.youtube.com/watch?v=Q1zSf1dKvVY



3. Visualising Social Networks: Fidg’t

http://www.youtube.com/watch?v=Q1zSf1dKvVY

Impact and Beneficiaries

This research is particularly timely given the recent changes to Fairtrade International’s (FLO) governance structure and the decision by Fair Trade USA to resign its membership of Fairtrade International.

These developments have prompted wider discussion about governance and representation within Fair Trade networks.

This research intends to provide a new perspective and practical contribution on key areas including:

• Historic growth and development of producer networks.

• Significance of regional producer networks as key nodes.

• Information flows and power dynamics.

• Representation of different meanings and frameworks of fairness.

Next Steps

It is hoped that this research can be used to inform discussions about the viability of a range of Fair Trade networking options.

• Review role of Producer Networks in decision making.

• Develop new channels for feedback and communication.

• Build online social network tools e.g. IBM Beehive.

• Inform Fair Trade peer review or audit process.

• Consider more holistic measures of Fair Trade impact e.g. Happiness and Wellbeing.

Key References

1.C. Barnett, P. Cloke, N. Clarke and M. Malpass, Globalizing Responsibility: The Political Rationalities of Ethical Consumption (Chichester: Wiley-Blackwell, 2011)

2.D. Della Porta, Social Movements An Introduction (Oxford: Blackwell Publishing, second edition 2006).

3.A. Hutchens, Changing Big Business: The Globalisation of the Fair Trade Movement (Cheltenham: Edward Elgar, 2009).

4.V. Nelson & B. Pound, The Last Ten Years: A Comprehensive Review of the Literature on the Impact of Fairtrade (NRI: University of Greenwich, 2009).

5.A. Nicholls & C. Opal, Fair Trade: Market-Driven Ethical Consumption (London: Sage, 2004).


This project is being developed in collaboration with Prof Paul Cloke and Dr Ian Cook at the University of Exeter and Christian Nold PhD candidate at UCL

www.NetworkbyDesign.co.uk


www.FairtradeProject.org.uk

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Mapping Fair Trade Networks