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  • bovines 31 oct full copy

    Rights statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 07/04/2017, available online: http://www.tandfonline.com/10.1080/0267257X.2017.1301533

    Accepted author manuscript, 173 KB, Word document

    Available under license: CC BY-NC: Creative Commons Attribution-NonCommercial 4.0 International License

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Making a market for male dairy calves: alternative and mainstream relationality

Research output: Contribution to journalJournal article

Published
<mark>Journal publication date</mark>06/2017
<mark>Journal</mark>Journal of Marketing Management
Issue number7-8
Volume33
Number of pages24
Pages (from-to)556-579
Publication statusPublished
Early online date7/04/17
Original languageEnglish

Abstract

The paper uses Actor Network Theory and the field of market studies to take a processual and relational approach to the alternative/mainstream food duality. Questions about how food systems or products make claim to be of the alternative or mainstream, and to what consequence, underpin the study. Analysis traces the making and shaping of two market versions for male dairy calves, a by-product of the dairy industry, often treated as ‘waste’ in the UK. Analysis focuses on the assemblage of actors, the breaking of matters of fact and shaping and communication of concerns, and at actions. Contra many approaches to the alternative, focus is paid to overlap between systems, knowledge and actors and simultaneous development of two products. From this, the ethicality of the mainstream, the continued duality and its consequences are discussed. Beyond seeing mainstream/alternative as co-constituted constructs, the two are symbiotic, mutually supportive and implicated in the circuit of culinary capital.

Bibliographic note

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 07/04/2017, available online: http://www.tandfonline.com/10.1080/0267257X.2017.1301533