The role of the Fairtrade producer – a study of discourse in Sweden

Abstract: The aim of the study is to explore the role the Fairtrade producer is given within texts that contribute to the discourse on Fair Trade in Sweden. A sample of 50 texts coming from news articles published in Sweden 2015-2016 and Fairtrade labelled products sold in Lund in 2016 are examined with the help of discourse analysis and discussed in relation to the concepts of glocalization, agency and ethical consumerism. The study answers the research question; How is the role of the producer of Fairtrade labelled goods constructed in the Fairtrade discourse in Sweden? The conclusion of the study is that while the agency of the Fairtrade producer regarding their own local place is constructed to be quite large the agency they are given to affect the global or another local place than their own is limited. Other ways of constructing the producer, on its own and in relationship with other actors, especially the consumer, could possibly make the producer more able to influence change beyond their own local place and interacting with other local places to develop the global world for the better.