The Postpolitical Condition of Fairtrade

Abstract

In this thesis I apply SWYNGEDOUW’s argument of the postpolitical condition to the case of Fairtrade. I take a two-fold methodological approach. The visual and textual analysis of Fairtrade adverts complements a literature review. I argue that the postpolitical condition of Fairtrade is discernible in three regards. First, its ideological orientation does not challenge neoliberal market logic, but rather mainstreams it into its politics and thus reproduces neoliberalism as consensus. Second, depoliticized representations of producers employed in Fairtrade adverts draw on wider discourses of power, development and the ‘African Other’. Third, they deprive producers as much from taking ownership of Fairtrade as does its postdemocratic governance structure. Despite its postpolitical condition, potentials for politicizing Fairtrade are identified. Its wide-spread advocacy network lays the foundation for a collective political movement that must go beyond the purchase of Fairtrade goods. Fairtrade itself, its approach and its vision must be opened up for debate in order to become political. Its governance structures must undergo radical democratization. Depoliticized representations and discourses must be deconstructed in order to empower producers to make their voices heard.