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The dynamics of (de)stigmatisation : boundary construction in the nascent category of organic farming

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Siltaoja, Marjo; Lähdesmäki, Merja; Granqvist, Nina; Kurki, Sami; Puska, Petteri and Luomala, Harri (2020) The dynamics of (de)stigmatisation : boundary construction in the nascent category of organic farming. Organization Studies, 2020, pp. 1-26.

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Online at: https://journals.sagepub.com/doi/abs/10.1177/0170840620905167

Summary

This study finds that it is possible for organizations in emerging categories to resist stigmatization through discursive reconstruction of the central and distinctive characteristics of the category in question. We examined the emerging market of organic farming in Finland and discovered how resistance to stigmatization was both an internal and an external power struggle in the organic farming community. Over time, the label of organic farming was manipulated and the practice of farming was associated with more conventional and familiar contexts, while the
stigma was diverted at the same time to biodynamic farming. We develop a process model for removal of stigma from a nascent category through stigma diversion. We find that stigma diversion forces the core community to (re)define themselves in relation to the excluded community and the mainstream. We also discuss how notoriety can be an individuating phenomenon that helps categorical members conduct identity work and contributes to stigma removal.


EPrint Type:Journal paper
Keywords:categorical stigma, discourse analysis, destigmatization, market category, organic farming, Power, domination, resistance < Topics
Agrovoc keywords:
LanguageValueURI
EnglishUNSPECIFIEDUNSPECIFIED
Subjects:"Organics" in general
Values, standards and certification
"Organics" in general > Countries and regions > Finland
"Organics" in general > History of organics
Research affiliation: Finland > Univ. Helsinki > Rural Research
Finland > Other organizations
ISSN:0170-8406
DOI:10.1177/0170840620905167
Deposited By: Autio, Ms. Sari
ID Code:37770
Deposited On:19 Mar 2020 13:01
Last Modified:19 Mar 2020 13:01
Document Language:English
Status:Published
Refereed:Peer-reviewed and accepted

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