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Brice Laurent - Labelling the Economy: Qualities and Values in Contemporary Markets

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Book:
Labelling the Economy: Qualities and Values in Contemporary Markets
Author:
Brice Laurent / Alexandre Mallard
Publisher:
Springer Nature
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Books / Politics
Year:
2020
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This collected volume analyses labelling as a political and economic operation. It gathers contributions that focus on various domains, including the agri-food sector, the construction sector, eco-labelling, retail, health public policies and the energy sector, considering the use of labels for various objectives, such as providing legal and technical data on consumption products, certifying their quality, and indicating the approval of professional or political authorities. These practices are tied to both public and private interventions that make civic concerns visible and aim to govern them. The book considers labelling the economy as an operation that introduces political questions into the economic realm, while also importing economic modes of reasoning into governance interventions. In doing so, the book considers the sociotechnical apparatus on which any label relies as a nexus where economic and political considerations are brought together.

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Contents

Landmarks

Editors

Brice Laurent and Alexandre Mallard

Labelling the Economy

Qualities and Values in Contemporary Markets

Editors

Brice Laurent

Centre de Sociologie de lInnovation - i3, Mines ParisTech, PSL University, Paris, France

Alexandre Mallard

Centre de Sociologie de lInnovation - i3, Mines ParisTech, PSL University, Paris, France

ISBN 978-981-15-1497-5 e-ISBN 978-981-15-1498-2

https://doi.org/10.1007/978-981-15-1498-2

The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2020

This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed.

The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use.

The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Cover illustration: Alex Linch/shutterstock.com

This Palgrave Macmillan imprint is published by the registered company Springer Nature Singapore Pte Ltd.

The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore

This book is dedicated to our friend and colleague Lawrence Bush. His work inspired all the contributors to this volume, which he sadly did not see completed.

Contents

Brice Laurent and Alexandre Mallard

Lawrence Busch

Allison Marie Loconto

Noel Cass

Eva Boxenbaum and Susse Georg

Alexandre Mallard , Jean Francs and Aurlie Tricoire

Henri Bergeron , Patrick Castel , Sophie Dubuisson-Quellier , Etienne Nouguez and Olivier Pilmis

Brice Laurent and Brieuc Petit

Franck Cochoy , Johan Hagberg and Hans Kjellberg

List of Figures

Fig. 1.1 Labelling an eco-responsible product (SourceA. Mallard)

Fig. 2.1 Riverside Tomatoes (ca. 18901905) (SourceCourtesy Michigan State University Museum)

Fig. 2.2 Van Camps Pork and Beans Label (ca. 1900) (SourceWikipedia Commons)

Fig. 2.3 Electric Brand Red Kidney Beans (SourceCourtesy Michigan State University Museum)

Fig. 2.4 Iona Sweet Peas (SourceCourtesy Michigan State University Museum)

Fig. 2.5 A Label for Sliced Canned Pears (2016) (SourcePhoto by the Author)

Fig. 2.6 A short list of contemporary items competing for space on food labels

Fig. 3.1 Ecologico label (SourceA. Jimenez)

Fig. 3.2 Songhai Center label (Source http://www.songhai.org )

Fig. 3.3 CCU label (SourceEkoRural)

Fig. 3.4 Kilimo Hai label (SourceA. Loconto)

Fig. 6.1 The extensive and abbreviated logos of the label (SourceADEME)

Fig. 6.2 The RGE-labelled ECO-Artisan label (SourceCAPEB)

Fig. 6.3 The ratification of the RGE agreement (SourceAntoine Hudin)

Fig. 6.4 Affixing RGE on various quality labels (SourceQUALIBAT and FFB)

Fig. 6.5 Number of articles mentioning RGE in batiactu.com (SourceA. Mallard)

Fig. 6.6 The frog used in communication documents of the collective RGE pas comme a! (SourceShutterstock)

Fig. 7.1 Nutritional Commitment label

Fig. 7.2 The two eco-labels used in France

Fig. 7.3 The two eco-labels used in France

Fig. 9.1 1924, 08, 2223

Fig. 9.2 1926, 10, 44

Fig. 9.3 Left: 1922, 08, 15; right: 1939, 09, 187

Fig. 9.4 Left: Hopp Press patents; right: 1946, 11, 74

Fig. 9.5 Left: 1927, 06, 104; middle: 1930, 07, 105; right: 1935, 05, 129

Fig. 9.6 1938, 10, 190

Fig. 9.7 Left: 1941, 09, 194; middle: 1950, 07,214; right: 1952, 06, 109

Fig. 9.8 Left: 1958, 05, 220; middle: 1962, 10, 209; right: 1972, 05,131

Fig. 9.9 Left: 1966, 10, 164; right: 1979, 08, 72

Fig. 9.10 1986, 07, 201

Fig. 9.11 Left: 1981, 05, 95; middle: 1998, 01, 89; right: 1998, 10, 56

Fig. 9.12 2012, 07, S23

List of Tables

Table 3.1 Case comparison

Table 4.1 Case study building summaries

Table 4.2 Interview summary

Table 4.3 Standards applying to speculative office design

The Author(s) 2020

B. Laurent, A. Mallard (eds.) Labelling the Economy https://doi.org/10.1007/978-981-15-1498-2_1

1. Introduction Labels in Economic and Political Life: Studying Labelling in Contemporary Markets

Brice Laurent

(1)

Centre de Sociologie de LInnovation - i3, Mines ParisTech, PSL University, Paris, France

Brice Laurent (Corresponding author)

Email:

Alexandre Mallard

Email:

The rise of labelling might be one of the most remarkable recent transformations of the market economy . Labels radically change the way we experience market goodsand they accordingly proliferate in everyday life. The food products we buy in supermarkets are now said to be organic, gluten-free or healthy. The buildings where we live are labelled as green , eco-friendly or sustainable . The professionals with whom we work are certified by private or public organizations as world class experts or as ethical service providers. The holiday destination we are considering for our next vacation can be recognized as a global active city or as a charming locality, it can be praised for its accessibility to people with disabilities or for the artistic and cultural heritage it offers.

This book considers this proliferation of signs and quality markers as an impetus to explore, in theoretical and practical terms, the political and economic texture of modern markets. It proposes to investigate what labelling changes in the practice of consumption and exchange in a society where markets are increasingly involved in the articulation of the economic and political. It aims, in other words, to reflect on the extent to which labelling the economy also implies politicizing it. Which political interventions in the market does labelling render possible? What role do labels play in the marketization of collective life? How is labelling implicated in political contestation or in market-led social change? How does labelling contribute to the mutual embeddedness of politics and the economy ? These are some of the questions the chapters of this book try to address through situated empirical cases and various analytical lenses.

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