Adam Henne - Environmentalism, Ethical Trade, and Commodification: Technologies of Value and the Forest Stewardship Council in Chile

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Environmentalism, Ethical Trade, and Commodification

This book explores the global connections between Chilean landscapes and Northern consumers embodied by the Forest Stewardship Council logo, the green seal of approval for certified sustainably produced good wood. How do we decide what makes good forestry? What knowledges and values are expressed or silenced when good is defined with a market mechanism like certification? Hennes ethnographic study documents the new forms of labor and the new expectations about sustainability and responsibility that certification generates, in the context of the competing ideas about how to manage a forestor even what a forest isthat constitute forest certification in Chile. A critical analysis of certifications practices helps understand the role of ethical trade initiatives in creating sustainable, survivable global futures.

Adam Henne is Assistant Professor of International Studies & Anthropology at the University of Wyoming.

Routledge Studies in Anthropology

1Student Mobility and Narrative in Europe

The New Strangers

Elizabeth Murphy-Lejeune

2The Question of the Gift

Essays across Disciplines

Edited by Mark Osteen

3Decolonising Indigenous Rights

Edited by Adolfo de Oliveira

4Traveling Spirits

Migrants, Markets and Mobilities

Edited by Gertrud Hwelmeier and Kristine Krause

5Anthropologists, Indigenous Scholars and the Research Endeavour

Seeking Bridges Towards Mutual Respect

Edited by Joy Hendry and Laara Fitznor

6Confronting Capital

Critique and Engagement in Anthropology

Edited by Pauline Gardiner Barber, Belinda Leach and Winnie Lem

7Adolescent Identity

Evolutionary, Cultural and Developmental Perspectives

Edited by Bonnie L. Hewlett

8The Social Life of Climate Change Models

Anticipating Nature

Edited by Kirsten Hastrup and Martin Skrydstrup

9Islam, Development, and Urban Womens Reproductive Practices

Cortney Hughes Rinker

10Senses and Citizenships

Embodying Political Life

Edited by Susanna Trnka, Christine Dureau, and Julie Park

11Environmental Anthropology

Future Directions

Edited by Helen Kopnina and Eleanor Shoreman-Ouimet

12Times of Security

Ethnographies of Fear, Protest and the Future

Edited by Martin Holbraad and Morten Axel Pedersen

13Climate Change and Tradition in a Small Island State

The Rising Tide

Peter Rudiak-Gould

14Anthropology and Nature

Edited by Kirsten Hastrup

15Animism and the Question of Life

Istvan Praet

16Anthropology in the Making

Research in Health and Development

Laurent Vidal

17Negotiating Territoriality

Spatial Dialogues Between State and Tradition

Edited by Allan Charles Dawson, Laura Zanotti and Ismael Vaccaro

18HIV/AIDS and the Social Consequences of Untamed Biomedicine

Anthropological Complicities

Graham Fordham

19Environmentalism, Ethical Trade, and Commodification

Technologies of Value and the Forest Stewardship Council in Chile

Adam Henne

Environmentalism, Ethical Trade, and Commodification

Technologies of Value and the Forest Stewardship Council in Chile

Adam Henne

First published 2015

by Routledge

711 Third Avenue, New York, NY 10017

and by Routledge

2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Routledge is an imprint of the Taylor & Francis Group, an informa business

2015 Taylor & Francis

The right of Adam Henne to be identified as author of this work has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Library of Congress Cataloging-in-Publication Data

Henne, Adam.

Environmentalism, ethical trade, and commodification : technologies of
value and the Forest Stewardship Council in Chile / by Adam Henne.
pages cm. (Routledge studies in anthropology ; 19)
Includes bibliographical references and index.
1. Sustainable forestryChile.2. Forest management
Chile.3. Forests and forestryEnvironmental aspectsChile.4. Forest
productsChileMarketing.5. Forest products industryChile.
6. Forest Stewardship Council.I. Title.
SD161.H46 2015
634.920983dc232015002415

ISBN: 978-0-415-73041-9 (hbk)

ISBN: 978-1-315-81924-2 (ebk)

Typeset in Sabon

by ApexCoVantage, LLC

Contents

It is about seven oclock in the morning, and like most mornings, I am fending off a playful toddler while I try to light a fire in the woodstove. This woodstove will feature prominently in the upcoming narrative about forest certification in Chile, just as it featured prominently in my life in Chile and my self-image as an ethnographer. More on that later. At the moment, building a fire is simply the setting in which I encounter a strange piece of documentary evidence. I am crumpling up newspaper and shoving it into the stove, mostly failing to keep it away from my child, when my eye falls on an advertisement spread across the last page of the local paper. The ad shows a large full-color photograph of a local landmark, the Pedro de Valdivia Bridge that crosses the Valdivia River just a few blocks from our cabaa. Superimposed on this image is a group of four smiling young Chileans, wholesome and very white. Universidad Austral, reads the caption, Knowledge and Nature at a Real University.

Knowledge and Nature (conocimiento y naturaleza), it turns out, is the motto of the Universidad Austral de Chile, appearing in all of their advertisements, on billboards and T-shirts and letterhead. The rest of the text is easy to parse: at a Real University is marketing hype, the kind of claim found in any advertisement. Universities in Chiles privatized higher-education system compete for students (and their money) just as the students compete for a dwindling pool of grants and scholarships.

In the context of this competition, at a Real University is not just a claim of authenticity, but an act of boundary work. This term first appeared in the social studies of science, to describe the process of discursively separating science from not-science (Gieryn 1999); but it can be applied equally well to any number of social projects anxiously policing the border between us and not-us. As an organizing concept, boundary work will appear in a variety of configurations throughout this project. Tracking the overt strategic use of discursive tools like this one is the first of the analytic principles that Ill be using here.

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