Not in my body: BGH and the rise of organic milk |
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Authors: | E. Melanie DuPuis |
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Affiliation: | (1) Department of Sociology, University of California, Santa Cruz, 335 College Eight Faculty Services, UC, Santa Cruz, California 95064, USA |
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Abstract: | The advent of rBGH (recombinant bovinegrowth hormone) has spurred the establishment of anorganic milk industry. The food systems/commoditychain analytical framework cannot fully explain therise of this new food. An adequate understanding ofthe consumer's role in the food system/commodity chainrequires more attention to consumption as a form ofpolitics. One way to do this is to look at thepolitics of other new social movements, especiallythose contesting mainstream notions of risk. From thisapproach, organic milk consumption challenges rBGHfrom a ``Not-in-my-Body' or ``NIMB' politics of refusal,similar to the political refusal of neighborhoodresidents in ``Not-in-My-Backyard' or ``NIMBY'environmental movements. The NIMB form of politics isnot a social movement of politically consciousconsumers, yet it is still a political activity inwhich consumers participate in the formation of theindustry through a process of ``reflexive consumption.'An analysis of producer-consumer discourse on milkcartons reveals the nature of this political formation. |
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Keywords: | Commodity chain Consumption Dairy Food politics Food systems Genetically-engineered foods Milk Organic food Risk Social movements |
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