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Crafting Up A Narrative: An Ethnographic Study Of Fair Trade Marketing Practices And The Representation Of Female Handicraft Producers, Jessica Bradley

Electronic Theses and Dissertations

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 …