Analytical Lens to Map Out Contours of Controversies
In any situation where multiple interests compete, varying conceptions of moral values surface by which actors attempt to convey their opinions and ideas
The Use of Health Foods in Japan 187 while also appealing to a sense of the common good that transcends particular interests.
When controversies erupt with regard to safety concerns over food, discourses are frequently driven by these. Cite, a concept that lays out the varying values that individuals may hold with respect to the social order, will help us understand varying meanings about the issue in contention.[702] What this concept suggests is that issues surrounding the novel foods are not static but are rather an emergent arising from the negotiation of meanings about the novel foods. There are six cites (or orders of moral value) which are suggested by Boltanski and Thevenot, of which four are relevant for the present discussion. Civic worth is based on the idea of what is best for a collective, such as an organization, city, or nation. Actors lay claim to worthiness by presenting themselves as representatives of the interests of the collective. Stakeholders negotiating within this order attempt to justify their positions or actions using the collective conscience as the basis for their claims. Scientific methods and technological objects have their place in the order of Industrial worth. Claims are framed in terms of technical efficiency, scalability, and proper functionality. Within this order of worth, the evidence presented to support claims of legitimacy is technical and objectively measurable. A system is organized in such a way that things are technically predictable. Market worth is distinct from Industrial justification. Whereas Industrial justification appeals to notions such as effectiveness, Market justification is based on the desires of individuals to own the same objects as others or to acquire rare things, driving a sense of competition. Within this order of worth, price is a signal of value. For instance, firms appeal to the Market order of worth when they reference their product’s position in the marketplace (such as “The number-one seller”) or speak in terms of “beating the competition.” Domestic worth draws on notions pertaining to the family and to ideas of tradition, loyalty, and trustworthiness. Within the Domestic order of worth, hierarchies (such as the distinction between those who have greater expertise and those who have less) come with a duty of care: superiors are expected to provide care to subordinates. For example, firms draw on the values of the Domestic order when they refer to such concepts as loyalty, trust, and a commitment to their customers’ well-being. As we will see, all four of these orders of worth come into play in discourse concerning health foods.III.
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