IDEAS home Printed from https://ideas.repec.org/a/spr/agrhuv/v37y2020i2d10.1007_s10460-019-09984-5.html
   My bibliography  Save this article

Hashtag hijacking and crowdsourcing transparency: social media affordances and the governance of farm animal protection

Author

Listed:
  • Olga Rodak

    (Kozminski University)

Abstract

The post-war Western world has seen a gradual shift from government to governance, a process that also concerned the issues related to agro-food sustainability, such as food quality, environmental impact, social justice, and farm animal welfare. Scholars believe that social media are a new site that reconfigures relations between various actors involved in the governance of these problems. However, empirical research on this matter remains scarce. This paper fills this gap by examining the case of Februdairy, a Twitter hashtag campaign to promote the British dairy industry, hijacked by animal protection activists. For this case, I employ the relational perspective on technology affordances—as operationalised by Faraj and Azad (in: Leonard et al. (eds), Materiality and organizing. Social interaction in a technological world, Oxford University Press, Oxford, 2012)—to highlight two distinct strategic modes of embracement of social media functionalities by the opposing groups: hashtag hijacking and crowdsourcing transparency. The analysis reveals also that a pre-existing social structure of the agro-food system conditions reconfiguration of social relations by technology in a way that actually strengthens the tendency to govern the issue of farm animal protection with market mechanisms.

Suggested Citation

  • Olga Rodak, 2020. "Hashtag hijacking and crowdsourcing transparency: social media affordances and the governance of farm animal protection," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 37(2), pages 281-294, June.
    • Handle: RePEc:spr:agrhuv:v:37:y:2020:i:2:d:10.1007_s10460-019-09984-5
    DOI: 10.1007/s10460-019-09984-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10460-019-09984-5
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10460-019-09984-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sarah Rotz, 2018. "Drawing lines in the cornfield: an analysis of discourse and identity relations across agri-food networks," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 35(2), pages 441-456, June.
    2. Julie Guthman, 2007. "Commentary on teaching food: Why I am fed up with Michael Pollan et al," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 24(2), pages 261-264, June.
    3. Erik-Hans Klijn, 2008. "Governance and Governance Networks in Europe," Public Management Review, Taylor & Francis Journals, vol. 10(4), pages 505-525, July.
    4. Ann Reisner, 1992. "An activist press: The farm press's coverage of the animal rights movement," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 9(2), pages 38-53, March.
    5. Fulponi, Linda, 2006. "Private voluntary standards in the food system: The perspective of major food retailers in OECD countries," Food Policy, Elsevier, vol. 31(1), pages 1-13, February.
    6. Lawrence Busch, 2014. "Governance in the age of global markets: challenges, limits, and consequences," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 31(3), pages 513-523, September.
    7. Jason Konefal & Michael Mascarenhas & Maki Hatanaka, 2005. "Governance in the Global Agro-food System: Backlighting the Role of Transnational Supermarket Chains," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 22(3), pages 291-302, September.
    8. Lawrence Busch, 2011. "The private governance of food: equitable exchange or bizarre bazaar?," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 28(3), pages 345-352, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Douglas H. Constance, 2023. "The doctors of agrifood studies," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(1), pages 31-43, March.
    2. Stephen Davey & Carol Richards, 2013. "Supermarkets and private standards: unintended consequences of the audit ritual," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 30(2), pages 271-281, June.
    3. Carol Richards & Hilde Bjørkhaug & Geoffrey Lawrence & Emmy Hickman, 2013. "Retailer-driven agricultural restructuring—Australia, the UK and Norway in comparison," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 30(2), pages 235-245, June.
    4. Sara D. Elder, 2019. "The impact of supermarket supply chain governance on smallholder farmer cooperatives: the case of Walmart in Nicaragua," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 36(2), pages 213-224, June.
    5. Susanne Freidberg, 2023. "Metrics and Mētis: work and practical knowledge in Agri-food sustainability governance," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(1), pages 245-257, March.
    6. Zdravka Tzankova, 2021. "Can private governance boost public policy? Insights from public–private governance interactions in the fisheries and electricity sectors," Regulation & Governance, John Wiley & Sons, vol. 15(4), pages 1248-1269, October.
    7. World Bank, 2020. "Sudan Agriculture Value Chain Analysis," World Bank Publications - Reports 34103, The World Bank Group.
    8. Lijiao Hu & Yuqing Zheng & Timothy A. Woods & Yoko Kusunose & Steven Buck, 2023. "The market for private food safety certifications: Conceptual framework, review, and future research directions," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 45(1), pages 197-220, March.
    9. GAIGNE, Carl & LAROCHE DUPRAZ, Cathie & MATTHEWS, Alan, 2015. "Thirty years of European research on international trade in food and agricultural products," Review of Agricultural and Environmental Studies - Revue d'Etudes en Agriculture et Environnement (RAEStud), Institut National de la Recherche Agronomique (INRA), vol. 96(1), March.
    10. Latouche, Karine & Rouviere, Elodie, 2011. "Brokers vs. Retailers: Evidence from the French Imports Industry of Fresh Produce," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114398, European Association of Agricultural Economists.
    11. Amy Glasmeier, 2007. "Book Reviews," Regional Studies, Taylor & Francis Journals, vol. 41(6), pages 867-870.
    12. E. Rouvière & K. Latouche, 2014. "Impact of liability rules on modes of coordination for food safety in supply chains," European Journal of Law and Economics, Springer, vol. 37(1), pages 111-130, February.
    13. Sébastien Gand & Elvira Periac, 2015. "Vers des écosystèmes de services gérontologiques ?," Post-Print hal-01164391, HAL.
    14. Belton, Ben & Haque, Mohammad Mahfujul & Little, David C. & Sinh, Le Xuan, 2011. "Certifying catfish in Vietnam and Bangladesh: Who will make the grade and will it matter?," Food Policy, Elsevier, vol. 36(2), pages 289-299, April.
    15. Codron, Jean-Marie & Adanacioğlu, Hakan & Aubert, Magali & Bouhsina, Zouhair & El Mekki, Abdelkader Ait & Rousset, Sylvain & Tozanli, Selma & Yercan, Murat, 2014. "The role of market forces and food safety institutions in the adoption of sustainable farming practices: The case of the fresh tomato export sector in Morocco and Turkey," Food Policy, Elsevier, vol. 49(P1), pages 268-280.
    16. Houghton, J.R. & Rowe, G. & Frewer, L.J. & Van Kleef, E. & Chryssochoidis, G. & Kehagia, O. & Korzen-Bohr, S. & Lassen, J. & Pfenning, U. & Strada, A., 2008. "The quality of food risk management in Europe: Perspectives and priorities," Food Policy, Elsevier, vol. 33(1), pages 13-26, February.
    17. Anders, Sven M. & Souza Monteiro, Diogo M. & Rouviere, Elodie, 2007. "Objectiveness in the Market for Third-Party Certification: Does market structure matter?," 105th Seminar, March 8-10, 2007, Bologna, Italy 7894, European Association of Agricultural Economists.
    18. Reardon, Thomas & Barrett, Christopher B. & Berdegué, Julio A. & Swinnen, Johan F.M., 2009. "Agrifood Industry Transformation and Small Farmers in Developing Countries," World Development, Elsevier, vol. 37(11), pages 1717-1727, November.
    19. Pietro Previtali & Eugenio Salvati, 2021. "Area Social Plans and Local Governance of Interorganizational Collaborations," Sustainability, MDPI, vol. 13(2), pages 1-16, January.
    20. Bilal Anwar & Zhongdong Xiao & Sharmin Akter & Ramiz-Ur Rehman, 2017. "Sustainable Urbanization and Development Goals Strategy through Public–Private Partnerships in a South-Asian Metropolis," Sustainability, MDPI, vol. 9(11), pages 1-26, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:agrhuv:v:37:y:2020:i:2:d:10.1007_s10460-019-09984-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.