Food or ‘virtual’ food? The construction of children's food in a global economy

This paper explores the pattern of change and development in the marketization and reconstitution of food products for children. It is in the past few decades that global corporations’ search for new markets has come to focus intensely on children. In the eyes of global corporations, children are a huge, multibillion dollar market. Childhood may be understood as a social construction but its form is historically specific. At present, the market is defining and reconstituting cultural meanings of childhood without being contested by other significant groups in society. The paper goes on to explore how transnational corporations have transformed the production and marketing of food. The paper discusses the food risks and the challenges faced by the fast food industry which specifically targets children. The reconstitution and the rebranding of popular children's food is producing ‘virtual’ food rather than real food. We live in an era where childhood offers untold opportunities in the northern hemisphere. However, the global market has come to dominate and define the social construction of childhood. Other cultural forms of identity outside of consumerism are not making the same impression. The food risks associated with the global processing of food and the health risks that have been linked to these new food forms ultimately has consequences not only for children but for society as a whole.     

Evaluating food hygiene inspection schemes: ‘Scores on Doors’ in the UK

Food hygiene inspection results previously kept confidential from the public may now be released, and this gives food authorities the opportunity to publish these ratings, known as ‘Scores on Doors’, allowing consumers to make informed decisions when deciding where they will eat. The UK's Food Standards Agency (FSA) is supporting trials of some of these schemes, which will involve more than 60 of the 400 local authorities, some of which have yet to launch their schemes. Other food authorities are running disclosure schemes independent of the FSA pilot scheme. The FSA has commissioned an evaluation of ‘Scores on Doors’ schemes to determine which is the most effective scheme with a view to launching a consistent nationwide scheme. A survey of ‘Scores on Doors’ schemes reveals many differences in the way they operate. This includes differences in the interpretation of scores, the extent of information that is disclosed, the communication channels used to disclose information, the amount of publicity provided for businesses and the public, the publicity given to the schemes by local media, and whether businesses are scored retrospectively or scored at inspection following the launch of the scheme. The implications of these variables for a comprehensive evaluation of the schemes are explored.     

Mediated communication of ‘sustainable consumption’ in the alternative media: a case study exploring a message framing strategy

In view of previous effects of mediated communication on public knowledge, perceptions and concern about sustainability problems, this case study explores a message framing strategy for improving the effectiveness of mediated communication of the somewhat neglected topic of sustainable consumption. It describes how an information campaign on sustainable consumption was strategically framed, employing theories on effective and persuasive communication, and implemented through a community news medium in Christchurch, New Zealand. The resultant impacts of the campaign (significant increases in understanding of sustainable consumption and in the number of parents expressing concern over advertising effects on their children's material desires) were indicative of the potentials of employing strategic message framing for improving mediated communication about sustainability. The study also illustrates the potentials for engaging alternative media in such communication. This paper argues that further steps to develop message framing strategies for mediated communication of sustainable consumption is necessary, as this appears to be a largely neglected area in communication and consumer studies, and concludes with an overview of aspects that may be considered in future communication and other initiatives promoting sustainable consumption as a means for achieving sustainability.     

The role of interdependent self-construal in consumers’ susceptibility to retail salespersons’ influence: A hierarchical approach

Based on a sample of 300 consumers, this paper develops and tests a hierarchical model that examines the effect of interdependent self-construal on consumers’ susceptibility to salespersons’ influence. Structural equation modeling shows that the relationship between the two constructs is mediated by several situational factors via two prediction paths. Along one path, interdependent self-construal positively affects consumers’ susceptibility to interpersonal influence, which is positively connected to consumers’ susceptibility to salespersons’ influence through the mediation of consumers’ susceptibility to store atmosphere influence. Along the other path, interdependent self-construal is positively correlated with public self-consciousness, which is then positively associated with consumers’ susceptibility to salespersons’ influence. Discussions on theoretical, practical and future research implications are provided.     

The transfer of training at macro level in least developed countries: a case study of the ‘brain‐drain’ in Eritrea

Over the past four decades, governments in the least developed countries (LDCs – a categorization adopted by the United Nations) have been attempting to improve the skills and knowledge of their public servants by providing local and international training programs. Despite these training activities, however, many LDCs continue to experience acute shortages of high‐level technical and managerial skills. This is because LDCs are increasingly unable to retain trained personnel employed in the public sector, resulting in a ‘brain‐drain’. The present study critically assesses that part of a major human resource development project implemented in Eritrea, an LDC, between 1998 and 2005, which provided overseas scholarships for 674 public servants. Almost two‐thirds did not return to Eritrea, and the study seeks to establish the reasons for nonreturn. It identifies from the literature five factors that appear to influence return and examines the relationship between these and nonreturn. Economic and political conditions and lack of peace and stability were significant in explaining changes in nonreturn. The results point to the areas of change needed to enable LDCs to retain highly qualified nationals. These areas involve significant changes in government policy, but training providers themselves may be able to take some steps to minimize the lack of benefit from their human resource development investment. The conclusion is that the retention and effective utilization of trained people by LDCs remains challenging. In theoretical terms, the concern of this study can be seen as a macro‐level expression of the transfer problem.     

Dimensions of expatriates adjustment in distant subsidiaries: A field study of a sub‐Saharan African institutional distance

The aim of this study is to investigate the determinants of expatriates’ adjustments in distant and complex multinational subsidiaries. Using the institutional theory as a basis for expatriates’ assignments in complex subsidiaries, the work employed a sequential mixed methodology of data collection. An in‐depth face‐to‐face interview with 21 senior expatriate executives and a quantitative survey of 204 expatriates working in various multinational subsidiaries in Ghana served as data for the work. Consequently, a structural equation modeling (SEM) and a content analysis were the basis of the data analysis. Findings showed host country culture plays a significant role in determining expatriate adjustment in distant subsidiaries. Findings also showed expatriates’ competence in cross‐cultural communication significantly determines expatriates’ adjustment in distant subsidiaries. The work recommends an intensive training of expatriates in cross‐cultural communication and host cultural values and behaviors for international assignees.