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Publication“At first, I was only a subscriber”: re-mediating food citizens’ solidarity practices through digital technologies( 2023)In this paper, we explore how digital technologies re-mediate solidarity practices in alternative food networks (AFNs). To do so, the first author conducted an 8-month (auto-)ethnography of a community supported agriculture (CSA) initiative in Switzerland and 12 semi-structured interviews with CSA members. We identified three types of solidarity practices in our analysis that aim to support social inclusiveness, increase responsibility and sustainability, and foster the sharing of risk, work and infrastructure amongst CSA members. Digital technologies are central for joining and becoming a member of the CSA and also play a vital role in sharing information and organizing members’ work assignments. By becoming a member, consumers become subscribers voting with their wallet. If they regularly engage in farm work, they become prosumers or co-producers. Thus, our analysis foregrounds the continuum of food citizenship in the CSA we studied. However, the number of subscribers increases through digital technologies, transforming the initiative from an alternative to the market to an alternative within the market, whereby certain aspects of solidarity, such as social inclusiveness and sharing, are not realized anymore. Our study contributes to the emerging field of digital food studies by showing how solidarity is digitally enabled and negotiated in CSA, and how this shapes food citizenship.Type:Journal:Volume:
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PublicationThe digital labor of ethical food consumption: a new research agenda for studying everyday food digitalization( 2022-12-07)This paper explores how consumers’ ethical food consumption practices, mediated by mobile phone applications (apps), are transformed into digital data. Based on a review of studies on the digitalization of ethical consumption practices and food apps, we find that previous research, while valuable, fails to acknowledge and critically examine the digital labor required to perform digitalized ethical food consumption. In this paper, we call for research on how digital labor underlies the digitalization of ethical food consumption and develop a conceptual framework that supports this research agenda. Our proposed conceptual framework builds on three interconnected analytical concepts—datafication, affordances and digital labor—that enable the study of digital labor as an infrastructural element of digitalized food consumption. We illustrate our conceptual framework through our previous research concerning Buycott, a US-based mobile app whose stated aim is to facilitate consumers’ ethical purchasing decisions. Using the walkthrough method, we consider how the Buycott app engages user-generated data and what implications this holds for consumers. The app’s infrastructure, we suggest, connects ethical consumption and digital labor. A richer understanding of the digital food economy, we propose, enables social scientists not only to elucidate how consumers engage in digital labor, but also to contribute to the development of new data governance structures in the digital food economy. We therefore call for social scientists interested in food, consumption and the digital economy to contribute to a new research agenda for studying everyday food digitalization by empirically examining how ethical consumption apps implicate ethical consumers’ work.
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PublicationEstimating Dietary Intake from Grocery Shopping Data—A Comparative Validation of Relevant Indicators in Switzerland(MDPI Open Access Journal, 2021-12-29)
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PublicationWitness and Silence in Neuromarketing: Managing the Gap between Science and Its Application( 2020-01-01)Over the past decades commercial and academic market(ing) researchers have studied consumers through a range of different methods including surveys, focus groups, or interviews. More recently, some have turned to the growing field of neuroscience to understand consumers. Neuromarketing employs brain imaging, scanning, or other brain measurement technologies to capture consumers’ (brain) responses to marketing stimuli and to circumvent the “problem” of relying on consumers’ self-reports. This paper presents findings of an ethnographic study of neuromarketing research practices in one neuromarketing consultancy. Our access to the minutiae of commercial neuromarketing research provides important insights into how neuromarketers silence the neuromarketing test subject in their experiments and presentations and how they introduce the brain as an unimpeachable witness. This enables us conceptually to reconsider the role of witnesses in the achievement of scientific credibility, as prominently discussed in science and technology studies (STS). Specifically, we probe the role witnesses and silences play in establishing and maintaining credibility in and for “commercial research laboratories.” We propose three themes that have wider relevance for STS researchers and require further attention when studying newly emerging research fields and practices that straddle science and its commercial application.Type:Journal:Volume:Issue:
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PublicationThe knowing mother: Maternal knowledge and the reinforcement of the feminine consuming subject in magazine advertisements( 2019-12-02)The caring mother is one of the most recurring images of femininity in post-war advertising. We examine how mothers are depicted as knowing consumers in advertisements in Australian Women’s Weekly and the United Kingdom’s Good Housekeeping magazines between 1950 and 2010. Our data suggest that although visual representations of maternal consumer knowledge change over this period, assumptions about the responsibilities of mothers endure in the family-related advertisements in these women’s magazines. There is a shift over time, however, from a representation of mothers as passive recipients of advice provided by external experts to a more active representation of mothers as experts themselves within both domestic and private spheres. We trace historically how the trope of the knowing mother works as a visual discursive device that helps to reinforce not just patriarchal hegemony, but a particular form of maternal hegemony. The hegemony of motherhood presents a particularly desirable/idealised femininity. However, this visual depiction also serves to gender the very way in which maternal knowledge is to be used. While maternal knowledge is depicted as changing from being merely intuitive or practical to subsuming the technique of knowledge or prescribed expertise; the purposes for which such knowledge is used remain firmly situated within the maternal/feminine realm of nurtur- ing and caring consumption for the family. Despite shifts in discourse that appear to increasingly value mothers’ knowledge—there exists an enduring assumption that mothers should use their knowledge for domestic caring and consumption, ultimately reinforcing a heteronormativity of the use of women’s knowledge that subdues even expert knowledge for a domestic purpose.Type:Journal:Volume:
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PublicationIntersectional research stories of responsibilising the family for food, feeding and health in the twenty-first century(MCB University Press, 2018-09-26)Purpose Literature from across the social sciences and research evidence are used to highlight interdisciplinary and intersectional research approaches to food and family. Responsibilisation emerges as an important thematic thread, as family has (compared with the state and corporations) been increasingly made responsible for its members’ health and diet. Design/methodology/approach Three questions are addressed: first, to what extent food is fundamentally social, and integral to family identity, as reflected in the sociology of food; second, how debates about families and food are embedded in global, political and market systems; and third, how food work and caring became constructed as gendered. Findings Interest in food can be traced back to early explorations of class, political economy, the development of commodity culture and gender relations. Research across the social sciences and humanities draws on concepts that are implicitly sociological. Food production, mortality and dietary patterns are inextricably linked to the economic/social organisation of capitalist societies, including its gender-based divisions of domestic labour. DeVault’s (1991) groundbreaking work reveals the physical and emotional work of providing/feeding families, and highlights both its class and gendered dimensions. Family mealtime practices have come to play a key role in the emotional reinforcement of the idea of the nuclear family. Originality/value This study highlights the imperative to take pluri-disciplinary and intersectional approaches to researching food and family. In addition, this paper emphasises that feeding the family is an inherently political, moral, ethical, social and emotional process, frequently associated with gendered constructions.Type:Journal:Volume:
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PublicationGovernance by campaign : The co-constitution of food issues, publics and expertise through new information and communication technologies(Routledge, 2017-08-23)This paper considers food as a site of public engagement with science and technology. Specifically, we focus on how public engagement with food is envisioned and operationalised by one non-profit organisation, foodwatch. Founded in Germany in 2002, foodwatch extensively uses new information and communication technologies to inform consumers about problematic food industry practices. In this paper, we present our analysis of 50 foodwatch e-newsletters published over a period of one year (2013). We define foodwatch’s approach as ‘governance by campaign’ – an approach marked by simultaneously constituting: (a) key food governance issues, (b) affective publics that address these topics of governance through ICT-enabled media and (c) independent food and food-related expertise. We conclude our paper with a discussion of foodwatch’s mode of ‘governance by campaign’ and the democratic limits and potentials of a governance mode that is based on invited participation.Type:Journal:Issue:
Scopus© Citations 17 -
PublicationMobile activism, material imaginings, and the ethics of the edible: Framing political engagement through the Buycott app(Elsevier, 2016-08)In this article, we explore the discursive constructions of Buycott, a free mobile app that provides a platform for user-generated ethical consumption campaigns. Unlike other ethical consumption apps, Buycott’s mode of knowledge production positions the app itself as neutral, with app users generating activist campaigns and providing both data and judgment. Although Buycott is not a dedicated food activism app, food features centrally in its campaigns, and the app seems to provide a mobile means of extending, and perhaps expanding, alternative food network (AFN) action across geographies and constituencies. Thus, as a case study, Buycott unveils contemporary possibilities for citizen participation and the formation of activist consumer communities, both local and transnational, through mobile technologies. Our analysis shows, however, that despite the app’s user-generated format, the forms of activism it enables are constrained by the app’s binary construction of action as consumption or non-consumption and its ethos of ‘voting with your wallet’. Grounded in texts concerning Buycott’s two largest campaigns (Demand GMO Labeling and Long live Palestine boycott Israel), our analysis delineates how Buycott, its campaigns, and its modes of action take shape in user, media, and app developer discourses. We find that, as discursively framed, Buycott campaigns are commodity-centric, invoking an ‘ethics of care’ to be enacted by atomized consumers, in corporate spaces and through mainstream, barcode-bearing, retail products. In user discourses, this corporate spatiality translates into the imagined materializing of issues in products, investing commodities with the substance of an otherwise ethereal cause. This individualized, commodity-centric activism reinforces tenets of the neoliberal market, ultimately turning individual users into consumers not only of products, but also of the app itself. Thus, we suggest, the activist habitus constructed through Buycott is a neoliberal, consumer habitus.Type:Journal:Volume:
Scopus© Citations 27 -
PublicationNeuromarketing in the making: enactment and reflexive entanglement in an emerging field(Palgrave Macmillan, 2015-12-15)As the neurosciences make their way beyond the laboratory, they become influential in a wide range of domains. How to understand this process? What are the prospects for, and dynamics of, influence, uptake and rejection? This article reports our attempts to track the emergence of neurosciences with particular reference to the emergence of the field of neuromarketing. Our key initial tasks included the identification and definition of the field, the negotiation of access, and establishing relations with participants and informants. These tasks gave rise to what are often construed as familiar ‘methodological difficulties', such as how to define the field and what to make of the reactions and responses of those involved in neuromarketing. In this article we present some of our experiences of researching the empirical materials of neuromarketing to assess different responses to ‘methodological difficulties' in studying science and technologies in the making. We draw on analytic resources provided by Science and Technology Studies to address the challenge of studying emerging fields of science, practices and technologies. In particular, we draw on the concepts of multiplicity, performativity and practical ontology to argue that a particular approach to ‘methodological difficulties' can actually enrich our research objectives. We suggest that reflexivity be understood, not predominantly as a methodological corrective to the problems of detecting an antecedent object of research; but as revealing some of the ways in which neuromarketing is enacted.
