Three Framing Strategies: From a Complex Reality to a Categorical Label

Abstract

Labelling involves the challenging task of translating a complex reality into a categorical label. We understand complexity as including both a social and an ecological dimension. In part, we illustrated the social complexity in Chapter 6 by the many different arguments in favour of, and against, labelling. Within the broad battery of encouraging and sceptical arguments, there are divergent values, interests, motives, beliefs, and concerns. In a similar vein, ecological complexity could be illustrated by the many concerns that were raised in one particular labelling case: the Swedish seafood labelling. To what should fish and fishery with a green label refer? First, there is the concern about over-fishing, that fisheries and their current regulatory apparatus cause depletion or extinction of species and stocks. It was generally assumed that fish with a green label should come from healthy and sustainable stocks, that is, stocks that are within ‘safe biological limits’. Second, certified fishery should minimize by-catches of other marine species, and the fishing methods should not cause harm to birds and seals or to the seabed. Then there is a third concern about how the boat engine emissions, fishing vessels, waste, and use of chemicals might damage the marine environment. A fourth group of concerns refers to landing and processing, including use of additives, waste, and energy consumption.