« QUAND L’AUTRE EST LE MÊME… MAIS JAMAIS TOUT À FAIT » : UNE LECTURE POSTCOLONIALE DU COMMERCE ÉQUITABLE

Abstract

Adopting a postcolonial approach, this research is part of the critical studies in
management (Critical Management Studies, CMS). More specifically, she aspires to understand the ambivalence of Fair Trade (FA). On the one hand, it was built in opposition to the colonial situation and claims greater autonomy for the countries of the South from the North. But on the other
on the other hand, fair trade contributes to the perpetuation of colonial domination. It produces control and disciplinary measures, supported in particular by management and marketing.
Two movements support this domination. The first is the construction of Otherness.
The ambivalence of the CE is then embodied in the stereotypical image of the Other, disseminated by mythology
of the "small producer". This is idealized and guarantor of traditional values; he testifies that a
other trade is possible. But, in counterpoint, it is essentialized in a position of inferiority
: he is small, marginalized and weak. This image justifies paternalistic relations.
Posed as different, the Other is then encouraged to resemble Western canons. The ideology of
development legitimizes this mimicry. She too is ambivalent. On the one hand, it promises a plus
great autonomy and recognition of the South. But on the other hand, if the "small producer" manages to
closer to the Western model, it is always considered as Other: “it is the same… but
never quite ”. The flip side of this mimicry is greater control of the North over the South.
Therefore, I study the embodiment of these incentives in three situations. The first is the dissociation between the places of production (in the South) and consumption (in the North). The second is the incentive to rationalize production. Finally, the third is the development of certification of producer organizations.
I conclude this research by emphasizing the role played by this ambivalence in the dynamic
capitalist. I then present the CE as a source of authenticity capable of responding to
social critics and artists whose object is capitalism.