Governance and Images: Representations of Certified Southern Producers in High-Quality Design Markets

Abstract

This article analyses the representational politics of global commodity networks, where certified forest products are produced and consumed, approaching them as complex forms of governance in which diverse actors, images, conventions and values interact. The study draws upon a case study of certified Honduran community forestry groups producing furniture and kitchenware for Danish design markets. Special focus is on the forms of negotiation and contestation through which the different actors mediate the representations and imagery circulating in the marketing of certified products and on their differential access to control and power. The research illustrates how leading retailers, in negotiation with environmental organisations, modify definitions of quality and guide consumers’ expectations of certified southern forest products, by building images of southern community forest producers as authentic and exotic ‘others'. The article concludes that certification as a market-based form of governance has had only limited impact on altering the unequal relationships characteristic of global networks of production and consumption.