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
Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Making a market for male dairy calves
T2 - alternative and mainstream relationality
AU - Hopkinson, Gillian Clare
N1 - 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
PY - 2017/6
Y1 - 2017/6
N2 - 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.
AB - 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.
KW - Agencing
KW - concerned markets
KW - alternative food
KW - retailers
KW - celebrity chefs
KW - actor network theory
U2 - 10.1080/0267257X.2017.1301533
DO - 10.1080/0267257X.2017.1301533
M3 - Journal article
VL - 33
SP - 556
EP - 579
JO - Journal of Marketing Management
JF - Journal of Marketing Management
SN - 0267-257X
IS - 7-8
ER -