15 pages, The post-war Western world has seen a gradual shift from government to governance, a process that also concerned the issues related to agro-food sustainability, such as food quality, environmental impact, social justice, and farm animal welfare. Scholars believe that social media are a new site that reconfigures relations between various actors involved in the governance of these problems. However, empirical research on this matter remains scarce. This paper fills this gap by examining the case of Februdairy, a Twitter hashtag campaign to promote the British dairy industry, hijacked by animal protection activists. For this case, I employ the relational perspective on technology affordances—as operationalised by Faraj and Azad (in: Leonard et al. (eds), Materiality and organizing. Social interaction in a technological world, Oxford University Press, Oxford, 2012)—to highlight two distinct strategic modes of embracement of social media functionalities by the opposing groups: hashtag hijacking and crowdsourcing transparency. The analysis reveals also that a pre-existing social structure of the agro-food system conditions reconfiguration of social relations by technology in a way that actually strengthens the tendency to govern the issue of farm animal protection with market mechanisms.
11pgs, Across the European Union, the receipt of agricultural subsidisation is increasingly being predicated on the delivery of public goods. In the English context, in particular, these changes can be seen in the redirection of money to the new Environmental Land Management scheme. Such shifts reflect the changed expectations that society is placing on agriculture—from something that provides one good (food) to something that supplies many (food, access to green spaces, healthy rural environment, flood resilience, reduced greenhouse gas emissions). Whilst the reasons behind the changes are well documented, understanding how these shifts are being experienced by the managers expected to deliver on these new expectations is less well understood. Bourdieu’s social theory and the good farmer concept are used to attend to this blind spot, and to provide timely insight as the country progresses along its public goods subsidy transition. Evidence from 65 interviews with 40 different interviewees (25 of whom gave a repeat interview) show a general willingness towards the transition to a public goods model of subsidisation. The optimisation and efficiency that has historically characterised the productivist identity is colouring the way managers are approaching the delivery of public goods. Ideas of land sparing and land sharing (and the farming preference for the former over the latter) are used to help understand these new social and attitudinal realities.
