Date of Award
College of Arts Humanities and Social Sciences, Anthropology
Anthropology, Crafts, Handicrafts, Female creators
Unlike the exploitative supply chains that exist under neoliberal globalization, where the social conditions of their supply chain are largely hidden; fair trade attempts to reveal the conditions of their supply chains through transparent marketing practices. Transparency is often presented in the form of storytelling wherein fair trade organizations (FTOs) reveal intimate details of the artisans they partner with to educate consumers on the interrelations of their product supply chains. I wanted to explore the implications of sharing artisan stories to further sales of the handicrafts they produced. How does sharing intimate stories of artisans formulate the perceptions Western consumers have upon artisan communities and the regions or countries in which they live? Further, how does storytelling play a role in Western consumers’ decisions to purchase handicrafts? I analyzed the marketing materials and interviewed participants from four FTOs: Ti-a Woven Goods, Fair Anita, Zeal living, and Ten Thousand Villages. My goal was to gain insight into how they incorporated storytelling, primarily through digital marketing, as a means of educating consumers.
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Received from ProQuest
Bradley, Jessica, "Crafting Up a Narrative: An Ethnographic Study of Fair Trade Marketing Practices and the Representation of Female Handicraft Producers" (2022). Electronic Theses and Dissertations. 2045.