The Politics of Mapping and Regional Branding: New spheres of rural contestation

Adele Millard

The Politics of Mapping and Regional Branding: New spheres of rural contestation

School of Social Sciences

Research output: Chapter in Book/Conference paper › Conference paper

Abstract

Australia's three tiers of government have introduced regional branding to facilitate the development of management and marketing synergies between agri-food businesses operating within geographic proximity of each other. Agri-food mapping is integral in leveraging reginal brands, and the farmers and agri-tourism operators they represent, into consumer domains. The intent of the federal, state and local governments is to enhance regional development unilaterally. However, in the Southern Forests Region, the "narrative economy" of the state's lucrative black truffle industry has considerable influence over brand management and agri-food mapping. Truffle farmers' contestations over economic, cultural and symbolic capital prolematise the strategic and cartographic mapping processes for the region as a whole.

Original language	English
Title of host publication	The XXVI European Society for Rural Sociology Congress On-line Proceedings
Subtitle of host publication	Places of Possibility? Rural Societies in a Neoliberal World
Editors	L-A. Sutherland, K. Brown, M. Currie, R. do Carmo, J. Duncan, M. Kohe, A. Koutsouris, R.B. Larsen, D. Maye, E. Noe, T. Oedl-Wiser, L. Philip, P. Pospech, E.D. Rasch, M.J. Rivera, M. Schermer, S. Shortall, P. Starosta, S. Sumane, R. Wilkie, M. Woods
Place of Publication	Aberdeen, United Kingdom
Publisher	European Society for Rural Sociology
Pages	116-117
Number of pages	2
ISBN (Electronic)	9780902701144
Publication status	Published - 26 Feb 2016
Event	European Society for Rural Sociology Congress: Places of Possibility? Rural Societies in a Neoliberal World - Aberdeen Exhibition & Conference Centre, Aberdeen, United Kingdom Duration: 18 Aug 2015 → 21 Aug 2015 Conference number: XXVI https://esrs2015.hutton.ac.uk/

Conference

Conference	European Society for Rural Sociology Congress
Abbreviated title	ESRS Congress
Country/Territory	United Kingdom
City	Aberdeen
Period	18/08/15 → 21/08/15
Internet address	https://esrs2015.hutton.ac.uk/

Cite this

Millard, A. (2016). The Politics of Mapping and Regional Branding: New spheres of rural contestation. In L-A. Sutherland, K. Brown, M. Currie, R. do Carmo, J. Duncan, M. Kohe, A. Koutsouris, R. B. Larsen, D. Maye, E. Noe, T. Oedl-Wiser, L. Philip, P. Pospech, E. D. Rasch, M. J. Rivera, M. Schermer, S. Shortall, P. Starosta, S. Sumane, R. Wilkie, ... M. Woods (Eds.), The XXVI European Society for Rural Sociology Congress On-line Proceedings: Places of Possibility? Rural Societies in a Neoliberal World (pp. 116-117). [41] European Society for Rural Sociology.

Millard, Adele. / The Politics of Mapping and Regional Branding : New spheres of rural contestation. The XXVI European Society for Rural Sociology Congress On-line Proceedings: Places of Possibility? Rural Societies in a Neoliberal World. editor / L-A. Sutherland ; K. Brown ; M. Currie ; R. do Carmo ; J. Duncan ; M. Kohe ; A. Koutsouris ; R.B. Larsen ; D. Maye ; E. Noe ; T. Oedl-Wiser ; L. Philip ; P. Pospech ; E.D. Rasch ; M.J. Rivera ; M. Schermer ; S. Shortall ; P. Starosta ; S. Sumane ; R. Wilkie ; M. Woods. Aberdeen, United Kingdom : European Society for Rural Sociology, 2016. pp. 116-117

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title = "The Politics of Mapping and Regional Branding: New spheres of rural contestation",

abstract = "Australia's three tiers of government have introduced regional branding to facilitate the development of management and marketing synergies between agri-food businesses operating within geographic proximity of each other. Agri-food mapping is integral in leveraging reginal brands, and the farmers and agri-tourism operators they represent, into consumer domains. The intent of the federal, state and local governments is to enhance regional development unilaterally. However, in the Southern Forests Region, the {"}narrative economy{"} of the state's lucrative black truffle industry has considerable influence over brand management and agri-food mapping. Truffle farmers' contestations over economic, cultural and symbolic capital prolematise the strategic and cartographic mapping processes for the region as a whole.",

author = "Adele Millard",

year = "2016",

month = feb,

day = "26",

language = "English",

pages = "116--117",

editor = "L-A. Sutherland and K. Brown and M. Currie and {do Carmo}, R. and J. Duncan and M. Kohe and A. Koutsouris and R.B. Larsen and D. Maye and E. Noe and T. Oedl-Wiser and L. Philip and P. Pospech and E.D. Rasch and M.J. Rivera and M. Schermer and S. Shortall and P. Starosta and S. Sumane and R. Wilkie and M. Woods",

booktitle = "The XXVI European Society for Rural Sociology Congress On-line Proceedings",

publisher = "European Society for Rural Sociology",

note = "European Society for Rural Sociology Congress : Places of Possibility? Rural Societies in a Neoliberal World, ESRS Congress ; Conference date: 18-08-2015 Through 21-08-2015",

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Millard, A 2016, The Politics of Mapping and Regional Branding: New spheres of rural contestation. in L-A Sutherland, K Brown, M Currie, R do Carmo, J Duncan, M Kohe, A Koutsouris, RB Larsen, D Maye, E Noe, T Oedl-Wiser, L Philip, P Pospech, ED Rasch, MJ Rivera, M Schermer, S Shortall, P Starosta, S Sumane, R Wilkie & M Woods (eds), The XXVI European Society for Rural Sociology Congress On-line Proceedings: Places of Possibility? Rural Societies in a Neoliberal World., 41, European Society for Rural Sociology, Aberdeen, United Kingdom, pp. 116-117, European Society for Rural Sociology Congress, Aberdeen, United Kingdom, 18/08/15.

The Politics of Mapping and Regional Branding : New spheres of rural contestation. / Millard, Adele.

The XXVI European Society for Rural Sociology Congress On-line Proceedings: Places of Possibility? Rural Societies in a Neoliberal World. ed. / L-A. Sutherland; K. Brown; M. Currie; R. do Carmo; J. Duncan; M. Kohe; A. Koutsouris; R.B. Larsen; D. Maye; E. Noe; T. Oedl-Wiser; L. Philip; P. Pospech; E.D. Rasch; M.J. Rivera; M. Schermer; S. Shortall; P. Starosta; S. Sumane; R. Wilkie; M. Woods. Aberdeen, United Kingdom : European Society for Rural Sociology, 2016. p. 116-117 41.

Research output: Chapter in Book/Conference paper › Conference paper

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T1 - The Politics of Mapping and Regional Branding

T2 - European Society for Rural Sociology Congress

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N1 - Conference code: XXVI

PY - 2016/2/26

Y1 - 2016/2/26

N2 - Australia's three tiers of government have introduced regional branding to facilitate the development of management and marketing synergies between agri-food businesses operating within geographic proximity of each other. Agri-food mapping is integral in leveraging reginal brands, and the farmers and agri-tourism operators they represent, into consumer domains. The intent of the federal, state and local governments is to enhance regional development unilaterally. However, in the Southern Forests Region, the "narrative economy" of the state's lucrative black truffle industry has considerable influence over brand management and agri-food mapping. Truffle farmers' contestations over economic, cultural and symbolic capital prolematise the strategic and cartographic mapping processes for the region as a whole.

AB - Australia's three tiers of government have introduced regional branding to facilitate the development of management and marketing synergies between agri-food businesses operating within geographic proximity of each other. Agri-food mapping is integral in leveraging reginal brands, and the farmers and agri-tourism operators they represent, into consumer domains. The intent of the federal, state and local governments is to enhance regional development unilaterally. However, in the Southern Forests Region, the "narrative economy" of the state's lucrative black truffle industry has considerable influence over brand management and agri-food mapping. Truffle farmers' contestations over economic, cultural and symbolic capital prolematise the strategic and cartographic mapping processes for the region as a whole.

UR - https://esrs2015.hutton.ac.uk/sites/www.esrs2015.eu/files/FINAL%20ESRS%20Congress%20Proceedings.pdf

UR - https://esrs2015.hutton.ac.uk/content/two-page-submissions

M3 - Conference paper

SP - 116

EP - 117

BT - The XXVI European Society for Rural Sociology Congress On-line Proceedings

A2 - Sutherland, L-A.

A2 - Brown, K.

A2 - Currie, M.

A2 - do Carmo, R.

A2 - Duncan, J.

A2 - Kohe, M.

A2 - Koutsouris, A.

A2 - Larsen, R.B.

A2 - Maye, D.

A2 - Noe, E.

A2 - Oedl-Wiser, T.

A2 - Philip, L.

A2 - Pospech, P.

A2 - Rasch, E.D.

A2 - Rivera, M.J.

A2 - Schermer, M.

A2 - Shortall, S.

A2 - Starosta, P.

A2 - Sumane, S.

A2 - Wilkie, R.

A2 - Woods, M.

PB - European Society for Rural Sociology

CY - Aberdeen, United Kingdom

Y2 - 18 August 2015 through 21 August 2015

ER -

Millard A. The Politics of Mapping and Regional Branding: New spheres of rural contestation. In Sutherland L-A, Brown K, Currie M, do Carmo R, Duncan J, Kohe M, Koutsouris A, Larsen RB, Maye D, Noe E, Oedl-Wiser T, Philip L, Pospech P, Rasch ED, Rivera MJ, Schermer M, Shortall S, Starosta P, Sumane S, Wilkie R, Woods M, editors, The XXVI European Society for Rural Sociology Congress On-line Proceedings: Places of Possibility? Rural Societies in a Neoliberal World. Aberdeen, United Kingdom: European Society for Rural Sociology. 2016. p. 116-117. 41

The Politics of Mapping and Regional Branding: New spheres of rural contestation

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