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Bäckström, Hanna
Publications (5 of 5) Show all publications
Lauri, J. & Bäckström, H. (2019). Coffee by women: the 'duty of ethical enjoyment'. Cultural Studies, 33(5), 866-887
Open this publication in new window or tab >>Coffee by women: the 'duty of ethical enjoyment'
2019 (English)In: Cultural Studies, ISSN 0950-2386, E-ISSN 1466-4348, Vol. 33, no 5, p. 866-887Article in journal (Refereed) Published
Abstract [en]

This article explores the contemporary trend of deploying feminist values in the case of ethical branding. Using the psychoanalytical concepts logics of fantasy and enjoyment, we analyse the campaign by Swedish coffee brand Zoégas, Coffee by Women, to understand how a combination of development discourse, ‘women’s empowerment’ and the opportunity to ‘do good’ is employed to sell coffee. The analysis shows that the campaign depicts the threat of a future lack of coffee, creating anxiety in the consumer, supposedly motivating her to purchase Zoégas, as Coffee by Women is claimed to secure and educate new generations of coffee farmers. Simultaneously, this is presented as ‘empowering women’ in the global South. We argue that this narrative builds on a colonial fantasy of global sisterhood and shared interests that works to conceal the political conflicts connected to global trade and climate change. Through a commodification of feminist values and aesthetics, this fantasy works to redirect the desire for social change towards consumption, offering an enjoyable solution that disregards any wider responsibility. It has been argued that the structure of the social bond before the era of mass consumption was characterized by a prohibition on individual enjoyment for the benefit of the common good. After the arrival of mass consumption, the social bond instead became marked by a duty to enjoy. In the contemporary context of ethical capitalism, we suggest that the social bond is rather structured by a ‘duty of ethical enjoyment’, containing elements of both prohibition and pleasure.

Place, publisher, year, edition, pages
Taylor & Francis Group, 2019
Keywords
Feminism, ethical consumption, women’s empowerment, advertising, fantasy, duty of ethical enjoyment
National Category
Gender Studies
Research subject
gender studies
Identifiers
urn:nbn:se:umu:diva-152540 (URN)10.1080/09502386.2018.1510532 (DOI)000478091200007 ()
Available from: 2018-10-10 Created: 2018-10-10 Last updated: 2020-01-10Bibliographically approved
Bäckström, H. (2016). Expecting a return: Reciprocity and altruism in feminist ethics. In: : . Paper presented at Feminist Philosophy: Time and History, Umeå universitet, 17 mars, 2016.
Open this publication in new window or tab >>Expecting a return: Reciprocity and altruism in feminist ethics
2016 (English)Conference paper, Oral presentation only (Other academic)
National Category
Ethics Gender Studies
Identifiers
urn:nbn:se:umu:diva-166794 (URN)
Conference
Feminist Philosophy: Time and History, Umeå universitet, 17 mars, 2016
Available from: 2020-01-02 Created: 2020-01-02 Last updated: 2020-01-07Bibliographically approved
Bäckström, H., Örestig, J. & Persson, E. (2016). The EU Migrant Debate as Ideology: Social Rights, Obligations and Responsibility in the Capitalist Welfare State. Eurozine, 1-10
Open this publication in new window or tab >>The EU Migrant Debate as Ideology: Social Rights, Obligations and Responsibility in the Capitalist Welfare State
2016 (English)In: Eurozine, p. 1-10Article in journal (Other academic) Published
Keywords
EU migrants, Roma migrants, Moral economy, Welfare state, Social rights
National Category
Social Sciences
Research subject
Sociology
Identifiers
urn:nbn:se:umu:diva-122224 (URN)
Note

Published: 2016-06-15

Available from: 2016-06-15 Created: 2016-06-15 Last updated: 2018-06-07Bibliographically approved
Örestig, J., Bäckström, H. & Persson, E. (2015). EU-migrantdebatten som ideologi. Fronesis (52-53), 240-252
Open this publication in new window or tab >>EU-migrantdebatten som ideologi
2015 (Swedish)In: Fronesis, ISSN 1404-2614, no 52-53, p. 240-252Article in journal (Other (popular science, discussion, etc.)) Published
Place, publisher, year, edition, pages
Malmö: Tidskriftsföreningen Fronesis, 2015
National Category
Social Sciences
Identifiers
urn:nbn:se:umu:diva-112679 (URN)
Available from: 2016-01-29 Created: 2015-12-12 Last updated: 2019-04-18Bibliographically approved
Bäckström, H. (2015). Konst i gapet mellan tiggande och givande. Feministiskt Perspektiv
Open this publication in new window or tab >>Konst i gapet mellan tiggande och givande
2015 (Swedish)In: Feministiskt PerspektivArticle in journal (Other (popular science, discussion, etc.)) Published
National Category
Gender Studies Art History
Identifiers
urn:nbn:se:umu:diva-166793 (URN)
Note

Publicerad 2015-04-21.

Available from: 2020-01-02 Created: 2020-01-02 Last updated: 2020-01-07Bibliographically approved
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