Beyond bifurcation: Examining the conventions of organic agriculture in New Zealand

The last 10 years have witnessed numerous attempts to evaluate the merits of new theoretical approaches – ranging from Actor Network Theory to ‘post-structural’ Political Economy and inhabiting a ‘post-Political Economy’ theoretical space – to the explanation of global agricultural change. This article examines Convention Theory (CT) as one such alternative approach, assessing its potential in the context of ongoing change within commercial organic agriculture in New Zealand. More specifically, CT is used to expose the insufficiency of recent ideas of conventionalisation and bifurcation, both reflecting more traditional Political Economic approaches, as explanatory concepts for the emerging condition of the New Zealand organic sector. In this paper, the concept of worlds of justification as developed in CT is utilised to address the emerging complexity of organic production. While farmers supplying a more diversified domestic market can be distinguished from those supplying export markets, an exclusive focus on such distinctions ignores the influential role of extra-economic factors on the viability of organic production systems. Thus, in addition to what are classified as market and industrial worlds in CT, the paper addresses aspects of civic, green, domestic, inspired and renown worlds. Producers' selections of organic certification organisations are used to demonstrate the interaction of these worlds in the development of the organic sector in New Zealand. The article concludes with the imperative to move ‘beyond bifurcation’ and acknowledge the greater complexity of negotiated outcomes that might be achieved from a CT perspective than from existing political economy-derived models like conventionalisation and bifurcation.     

The social practice of sustainable agriculture under audit discipline: Initial insights from the ARGOS project in New Zealand

One of the most interesting recent developments in global agri-food systems has been the rapid emergence and elaboration of market audit systems claiming environmental qualities or sustainability. In New Zealand, as a strongly export-oriented, high-value food producer, these environmental market audit systems have emerged as an important pathway for producers to potentially move towards more sustainable production. There have, however, been only sporadic and fractured attempts to study the emerging social practice of sustainable agriculture - particularly in terms of the emergence of new audit disciplines in farming. The ARGOS project in New Zealand was established in 2003 as a longitudinal matched panel study of over 100 farms and orchards using different market audit systems (e.g., organic, integrated or GLOBALG.A.P.). This article reports on the results of social research into the social practice of sustainable agriculture in farm households within the ARGOS projects between 2003 and 2009. Results drawn from multiple social research instruments deployed over six years provide an unparalleled level of empirical data on the social practice of sustainable agriculture under audit disciplines. Using 12 criteria identified in prior literature as contributing a significant social dynamic around sustainable agriculture practices in other contexts, the analysis demonstrated that 9 of these 12 dimensions did demonstrate differences in social practices emerging between (or co-constituting) organic, integrated, or conventional audit disciplines. These differences clustered into three main areas: 1) social and learning/knowledge networks and expertise, 2) key elements of farmer subjectivity - particularly in relation to subjective positioning towards the environment and nature, and 3) the role and importance of environmental dynamics within farm management practices and systems. The findings of the project provide a strong challenge to some older framings of the social practice of sustainable agriculture: particularly those that rely on paradigm-driven evaluation of social motivations, strong determinism of sustainable practice driven by coherent farmer identity, or deploying overly categorical interpretations of what it means to be ’organic’ or ’conventional’. The complex patterning of the ARGOS data can only be understood if the social practice of organic, integrated or (even more loosely) conventional production is understood as being co-produced by four dynamics: subjectivity/identity, audit disciplines, industry cultures/structure and time. This reframing of how we might research the social practice of sustainable agriculture opens up important new opportunities for understanding the emergence and impact of new audit disciplines in agriculture.     

Rapid Reregulation,Agricultural Restructuring,and the Reimaging of Agriculture in New Zealand1

Abstract As a member of the Cairns Group, New Zealand is an excellent case for investigation of the impacts of market-based restructuring and the emergence of new mechanisms for regulation. The paper examines how agriculture in New Zealand has been impacted by economic reforms that have fundamentally changed the nature and interrelations of regulatory arrangements and economic processes. The paper sketches the origins of New Zealand's agricultural crisis and the main features of the reforms, outlines developments in several global commodity chains (meat, dairy, apples) that since the mid 1980s have shaped regulatory and governance adjustments, and explores dimensions of a reimaging of agriculture in new conditions. The paper concludes that agri-food restructuring in New Zealand is implicated in the wider integrative project of globalization. Agriculture's reconstruction reopens the scope and terms under which New Zealand labor and households might be able to participate in the agri-food sector.     

“I’m not a greenie but…”: Environmentality,eco-populism and governance in New Zealand Experiences from the Southland whitebait fishery

The experiences of nascent local institutions in regional resource management issues in New Zealand can help to inform the important analytical projects of considering the impacts of neoliberalism on environmental management as well as the meanings of governance as the new order in rural and natural resource management. This study considers how devolved governance shapes individual subject positions relative to the environment in a neoliberal context, deploying Agrawal's optics of “environmentality” to analyze a case study of the political ecology of the whitebait fishery in Southland, New Zealand. This research demonstrates that the devolution of resource governance in New Zealand has cultivated empowered, ‘accidental environmentalists’ and related environmental subjectivities. The extent and quality of individual involvement in governance influences whitebaiters’ perceptions of environmental change and resource management priorities. At the same time, a strong ‘eco-populist’ conceptualization of resource management infuses the fishers’ environmental subjectivities and potentially constrains the depth and degree of fishers’ opposition to environmental degradation.     

Rural development and the regional state: Denying multifunctional agriculture in the UK

Under the emerging rural development paradigm, we argue that to be multifunctional an activity must add income to agriculture, it must contribute to the construction of a new agricultural sector that corresponds to the needs of the wider society and it must reconfigure rural resources in ways that lead to wider rural development benefits. By evaluating UK rural policies on the basis of whether or not they attempt to meet these conditions, this paper shows that an implicit recognition of agriculture's multifunctional character has occurred recently through the shift from a sectoral to a regional and territorial perspective that reintegrates farming into rural development. However, in practice, and especially in England, the UK government has been unable to turn multifunctional activities into a real rural development option. In fact, by continuing to support agri-industrial/retailer interests on the one hand, and post-productivist— environmental and amenity— interests on the other, the State is governing mostly by setting up competitively organized ‘projects’ and schemes that continue to justify the concentration (and limitation) of resources allocated to agriculture. Based upon a critique of policy developments over the past decade, this paper emphasizes the need for more innovative forms of state innovation that provide opportunities for new, creative and more spatially embedded forms of supply and demand management in agri-food. In the conclusions, the paper also argues that more critical research is needed to uncover the existing and potential role of both governments and producer networks in progressing sustainable rural development through agricultural multifunctionality.     

Whose Heartland?: The politics of place in a rural–urban interface

This article advances a conceptualization of the rural–urban interface that is centred on a historically and spatially informed politics of place situated within local–global connections. The research is a case study of an inter-municipal development plan called Alberta's Industrial Heartland. Located near the City of Edmonton, in Alberta, Canada, the study area has been characterized by tremendous social, cultural, and economic shifts over the past century, from agriculture, to country residential in-migration, to intensive industrial development in response to the increasing importance of Alberta on the global energy market. A series of interviews conducted with residents, political officials, and other stakeholders documents how parallel, yet contested definitions of the ‘Heartland’ underpinned a ‘politics of place’ over land use change at the rural–urban interface.     

Of organic farmers and ‘good farmers’: Changing habitus in rural England

In recent years, numerous studies have identified the importance of cultural constructions of ‘good farming’ to farming practice. In this paper, we develop the 'good farming' construct through an empirical study of organic and conventional farmers, focussing on how change occurs. Drawing on Bourdieu's concepts of cultural capital, habitus and fields, we argue that the dynamics of the ‘rules of the game’ in the agricultural field have simultaneously led to a broadening of the ‘good farming’ ideal, and to a fragmentation, whereby individual farmers prioritise a subset of this broad range. We demonstrate that gradual devaluation of existing ways to achieve cultural capital is essential to the development of new symbolic values. In line with this, we offer a critique of the implied static nature of cultural capital in the studies of farmer responses to agri-environmental schemes. We also point out that the alterations in perception and practices of farmers who converted to organic farming for 'pragmatic' reasons may be greater than sometimes implied.     

Public relations and tourism: Critical reflections and a research agenda

This article is based on the belief that research focused on PR tourism is of fundamental importance to understanding the role of PR in contemporary culture. Our analysis shows that tourism has not received much attention from PR researchers and that a critical perspective uncovers a host of key issues in promotional culture: power, politics and diplomacy in international communication; risk, ethics and social responsibility; globalisation and multiculturalism; and ‘media panics’ and ‘media events’.     

Family farmers and major retail chains in the Brazilian organic sector: Assessing new development pathways. A case study in a peri-urban district of São Paulo

The expansion of the organic sector in Brazil is seen as a leverage for the social emancipation of the small family farmers. Next to the traditional alternatives circuits of organic food and farming, new powerful capitalistic actors, such as supermarket chains, are rapidly entering the Brazilian organic arena. Can family farming benefit from the development of these “conventional” commercialisation circuits in the organic sector? Research undertaken in 2007, in a green belt rural community of São Paulo, shows how family farmers may have benefited from the implication of large retail chains in the organic sector and how an economically and ecologically outstanding agriculture may arise from these circumstances. However, we highlight the crucial role played by social regulation: only strong solidarity between farmers and the implication of technicians, militants and researchers in the process made it possible to counter the negative effects of the liberal logic governing the development of organic farming via the major retailers. Still, as tougher competition is expected on the regional organic market, the development of short supply chains involving “committed” consumers and the broader integration of the local farmers in networks of organic militancy appear crucial. It would guarantee a continuous enhancement of the local human and social capital, reinforce an emerging process of internal conversion and allow for a stronger social regulation of the future local development pattern.     

Impartiality,friendship-networks and voting behavior: Evidence from voting patterns in the Eurovision Song Contest

What is the extent to which a country's political institutions impact aggregate voting behavior in a comparative perspective? More specifically, are citizens in some countries more inclined vote on the basis of ‘quality’ or ‘merit’ over ‘friendship’ or ‘loyalty’, and if so, why? This paper seeks to address how the extent to which a country's political institutions are impartial (treats all citizens equally, free from corruption, strong rule of law) impact aggregate citizen behavior. When political institutions are more (less) impartial, success in society is more often on the basis of merit (patrimonial ties). This test cases is voting in the Eurovision Song Contest (ESC) from 1975 to 2012 among pairs and blocs of ‘voting friends’. The theory elucidates that given that certain pairs or blocs exhibit systematic voting bias for one another over time, the bias will be considerably less among impartial states than those with highly partial institutions. Using several measures of ‘friendship’, I find strong empirical evidence for this claim, even when controlling for myriad alternative factors and taking into account various voting regimes. The analysis gives us new insights on how political institutions condition aggregate citizen behavior in general and that although there is much bias in ESC voting, not all bias is equal among friend-countries.     

Roll-out neoliberalism and hybrid practices of regulation in Australian agri-environmental governance

In the last 15 years, agri-environmental programmes in Australia have been underpinned by a neoliberal regime of governing which seeks to foster participation and ‘bottom-up’ change at the regional level at the same time as encouraging farmers to become entrepreneurial and improve their productivity and environmental performance without government interference. However, while experiencing a degree of success in terms of farmer involvement, considerable tensions are evident in such programmes. Drawing on an ‘analytics of governmentality’, this paper argues that while current agri-environmental programmes enable authorities to combine often competing and contradictory imperatives under the rubric of single political problems—what has been termed hybrid forms of governing—it also contributes to the continuing failure of these programmes to achieve their desired effects. As a consequence, neoliberal forms of governing tend to be characterised by experimentation with a range of governmental technologies in order to make programmes workable in practice. We explore two different types of technologies—standards schemes and direct government regulation—that have emerged in recent years, and how these have sought to address the limitations evident in ‘participatory’ programmes. The paper concludes by arguing that while these initiatives seek to encourage farmer compliance in seemingly divergent ways, their capacity to be workable, and have broader effects, in practice will depend upon their capacity to manage the competing imperatives of environmental degradation, capital accumulation and private property rights.     

Relational rurals: Some thoughts on relating things and theory in rural studies

This paper considers how shifts within the social sciences towards conceptualising spatiality in relational terms have unfolded in rural studies in particular ways over the past decade or so. A period in which networks, connections, flows and mobility have all established themselves as compelling conceptual frames for research, the rural has increasingly been recast in relational terms as a multi-authored and multi-faceted space, constituted through local-global interconnections and their place specific, sometimes contested, manifestations. In this way, the multiple meanings of the rural continues to be a focus of critical concern, as are the implications ‘of’ and ‘in’ rural spaces for some of the major issues currently being faced by governments and citizens around the world; including climate change and food security. Apprehending the complexity of the rural in these terms, we argue, requires not only thinking space relationally, but at the same time being epistemologically relational or theoretically pluralist. That is, recognising the co-constituent production of rural space through material and discursive phenomenon, processes and practices, and thus the value of existing theoretical resources (social constructionism, political and economic materialism) in relation with the critical and rigorous appraisal of ‘new’ concepts and ideas to better comprehend rural space in its multidimensional complexity and particularity. To this end, we identify Cindi Katz's notion of ‘countertopography’ as a promising conceptual and methodological addition to the rural scholar's toolkit insofar as it attends to a politics of location and differentation in relation to global processes. We conclude our discussion by sketching out possible objects of countertopographical analysis for understanding ongoing processes of change in rural space(s).     

‘The Rotten Banana’ fires back: The story of a Danish discourse of inclusive rurality in the making

The popularity of a particular term – the Rotten Banana – has paralleled the one-sided centralisation of public services since the Danish Municipal Reform of 2007. The Rotten Banana denotes peripheral Denmark, which takes a geographically curved form that resembles a banana, and it symbolises the belief that rural areas are backward and (too) costly. This article shows how the negative connotations of rural areas have come to outweigh the positive ones and to legitimise liberal visions of the ‘sustainable’ welfare state. Whereas previous studies on the perceptions of rural dwellers have focused on the discourses of rurality that produce rural outsiders, this article builds on the work of de Certeau and of Laclau and Mouffe. Based on both quantitative and qualitative data, the study shows how, in Denmark, negative connotations and centralisation have together spurred a new and political mobilisation in many parts of the ‘banana’. Through skilful ‘consumption’, rural dwellers have adapted the alienating liberalist ‘logic of equivalence’ to their own use and produced a ‘logic of difference’, thus challenging the predominant political discourse of rurality. As a result, the Danish Liberal government was forced to introduce a new and more inclusive rural policy in September of 2010 and grant rural dwellers a political voice in parliament.     

Country backwater to virtual village? Rural studies and ‘the cultural turn’

In recent years, there has been something of a resurgence in rural studies, which has become somewhat more mainstream than previously in the academic space of social science. Increasing numbers of people have taken on important dualistic questions of society/space, nature/culture structure/agency and self/other from the perspective of rural studies. However, it is the ‘cultural turn’ in wider social science which has lent both respectability and excitement to the nexus with rurality, particularly with new foci on landscape, otherness and the spatiality of nature. With a conceptual fascination with difference, and a methodological fascination with ethnography, cultural studies have provided a significant palimpsestual overlay onto existing landscapes of knowledge. This paper seeks to convey some of the excitements and challenges which have been generated by this resurgence. Cultural studies of the rural have emphasized important new perspectives on real and hyperreal countrysides, but have also served to re-emphasize existing unresolved issues about politics, ethics and morality in rural research.     

The challenge of creating ‘alternative’ images of ageing: Lessons from a project with older women

This article analyses two participatory projects designed to engage older women in the creation of new imagery of old age. While it was hoped that this imagery would offer an ‘alternative’ to mainstream depictions or indeed offer older women a presence amidst the much noted absence of images of older women, the brief left it open to the professional photographers recruited to the project and to the participants themselves to direct the representations. In recent years, critical gerontologists have repeatedly called for artistic challenges to conventional ways of imaging old age. By working with two groups of older women, the intention was that ‘ordinary’ older women (non-celebrity, non-artist) could be included in that challenge and imagery created which would show the lives of older women honestly. In the case of the two projects described here, professional photographers were enlisted to give visual form to the women's views on ageing and their lives as older women and deliver ‘exhibition quality’ images. Important factors in determining the types of images produced included the artistic style and preferences of the photographers and their respective ages, both of which are explored here. In-depth analysis of some of the images produced shows that while they did not succumb to the usual ‘heroes of ageing’/‘bodily decline’ binary (Featherstone & Hepworth, 2005), they did not escape other dualistic categorisations. The images can be broadly viewed as nostalgic/melancholic or humorously carnivalesque. This finding is evidence of how difficult it is to create ‘alternative’ images of older women which defy established modes of categorisation.     

Experiencing landscape: Orkney hill land and farming

This paper is about how rural landscape is experienced according to combinations of practical engagements with land and the ways meaning is made in relation to it. It presents the case of the ambiguous position of the Orkney Islands within categorisations of Highland and Lowland landscapes in Scotland. Through a discussion of the physical and highly visible boundary between heather and grass in Orkney farms, the paper unpacks notions of what landscape means and how it fits with socio-economic processes of continuity and change. It uses the history of hill reclamation in 20th century farming to explore how economic, moral and aesthetic judgements are made about land. Current engagements with hill land are then examined, showing how a fragmentation of hill into different uses and meanings is taking place. Amongst these are agri-environment schemes which revalue the hill. The paper ends with a discussion of hill land and farm land in Orkney in relation to the wider construction of Highland and Lowland. In Orkney opportunities to construct new ‘Highland’ identities and forms of rural development now exist.     

Public relations and sport in promotional culture

This paper argues that by examining a central feature of contemporary culture, new insights about public relations practice can be gained. Concepts of spectacle, ‘mega-events’, media events, celebrity, politics and lifestyle are highlighted. The paper blends various disciplinary sources and themes and links to the work of Curtin and Gaither, Hodges and Pieczka [Curtin, P.A. & Gaither, T.K. (2005) ’Privileging identity, difference and power: the circuit of culture as a basis for public relations theory’, Public relations review 17 (2), 91-115; Hodges, C. (2006). Relaciones humanas: The potential for public relations practitioners as cultural intermediaries in Mexico City. Unpublished doctoral thesis. University of Bournemouth; Pieczka, M. (2006). Promotional work: The case of PR consultancy in the UK 1995–2000. Unpublished doctoral thesis. University of Stirling] all of whom have explored Bourdieu's concept of ‘cultural intermediary’ in relation to the role of public relations.     

Questions on ethics for research in the virtually connected world

In this paper the need of awareness for and even of change in the rules of how we conduct ourselves as researchers and participants in the virtual worlds of the internet is proposed. The focus of this paper is on the ethics for online research. Our aim is to reignite the discussion about the way the availability and consequent (mis)use of ‘social’ data, e.g. social network site profiles or newsgroup postings by researchers is about to necessitate a new definition of and fight for the right for a private sphere that each individual may claim in the public of the virtual worlds. We conclude with an approach on how to accomplish that.     

Local rural product as a ‘relic’ spatial strategy in globalised rural spaces: Evidence from County Clare (Ireland)

Using a case study from County Clare (Ireland), this study critically analyses notions of ‘local’ rural production. It investigates where rural businesses source the different components of their products and how these interrelate with the locality, how local businesses use the notion of ‘local’ in their product branding, and what the socio-economic and political constraints and opportunities are for businesses seeking to foreground the ‘local’ in their business marketing. Echoing critical studies on the notion and use of ‘local’ in rural product branding (e.g. Burnett and Danson, 2004; Ilbery and Maye's; Feagan, 2007; Darby et al., 2008; Giovannucci et al., 2010), we argue that even remote rural areas such as County Clare in western Ireland have become so embedded in globalised economic and decision-making pathways that the ‘local’ in rural product branding only remains ‘local’ as a relic process associated with past localized rural production activities.     

Chilling out in ‘cosmopolitan country’: Urban/rural hybridity and the construction of Daylesford as a ‘lesbian and gay rural idyll’

This paper advances scholarship on ‘lesbian and gay rural idylls’. A growing literature examines how ‘lesbian and gay rural idylls’ are not only produced in opposition to the urban, but are themselves urban constructs. We extend these contentions by exploring the processes of idyllisation suffusing lesbian and gay festival tourism in Daylesford, a town in non-metropolitan Victoria, Australia. We find that Daylesford’s idyllisation by the lesbian and gay tourism industry blurs the urban/rural binary, and instead hybridises rurality and urbanity in the tourism images and practices of ‘cosmopolitan country’ associated with the town. Research findings from Daylesford are analysed to examine how the dynamics of tourism marketing and festival attendance help produce and articulate this hybrid variant of the ‘lesbian and gay rural idyll’. We utilise two sets of mostly qualitative data for this inquiry: travel commentaries in the news media, and a survey conducted in Daylesford at the 2006 ChillOut Festival, Australia’s largest lesbian and gay rural festival.