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To introduce economic justice into global trade, fair trade organizations strive to ‘shorten the distance’ between producers and consumers through mediation. This article problematizes the idea of ‘shortening the distance’ through the notion of maintaining the ‘proper distance’ in representing distant others. This perspective is used in narratological analysis of the content that fair trade organizations curate on their Facebook pages to represent Southern producers. The two organizations studied are: (1) Fairtrade Finland, a non-governmental organization (NGO); (2) Pizca del Mundo, a commercial brand in Poland. This article identifies the discursive and narrative forms of mediated agency that are offered to producers. The analysis revealed that Fairtrade Finland utilized Facebook to extend the narrative of producers as active subjects. By using the affordances of Facebook, Pizca del Mundo increased the mediated agency of producers but problematized the maintenance of the proper distance in their representations.

The objective of fair trade to achieve economic justice through markets depends on establishing, via moral education, bonds of solidarity between Northern consumers and impoverished Southern producers. Moral education is increasingly realised by commercial brands who take advantage of the opportunities offered by social media. This article analyses the discursive construction of solidarity in the brand communication of Pukka (UK) and Pizca del Mundo (Poland) on Facebook. It identifies 3 discourses of solidarity: ‘solidarity through legitimation’, which presents the rationale for solidarity with Southern producers; ‘solidarity through affinity’, which constructs a moral economy between Southern producers and Northern consumers; and ‘solidarity through lifestyle’, which proposes everyday actions that can be undertaken by consumers to support Southern producers. These discourses are employed by the brands to different extents, with Pizca del Mundo attempting to establish a fair trade market in Poland and Pukka with an aim to increase sales of their fair trade products. The article concludes that primarily the discourses of ‘solidarity through legitimation’ and ‘solidarity through affinity’ serve moral education whose objective is to generate sustained commitment towards Southern producers as distant others.

This editorial introduces the thematic issue of “Media and Communication between the Local and the Global”. It does so first by presenting the origin of this thematic issue: the Media, Globalization and Social Change division at the NordMedia2017 conference. The thematic issue is then anchored theoretically through discussion of the widely conceived notion of mediation as a technological, symbolic and ethical process―highlighting the interest in how media actors and communication technologies, practices and artefacts mediate between global phenomena and local contexts, which is what unites the contributions to this thematic issue. Last, the final section of this editorial introduces the articles, which coalesce around three broad themes: migration, marginalised communities, and consumption. This editorial is part of the issue “Media and Communication between the Local and the Global”, edited by Jessica Gustafsson (Södertörn University, Sweden) and Kinga Polynczuk-Alenius (University of Helsinki, Finland)

Nico Carpentier's book, The discursive-material knot: Cyprus in conflict and community media participation, is an ambitious project that sets out to examine the ‘Cyprus problem’, and to explore the...