A1 Journal article (refereed)
The dynamics of (de)stigmatisation : boundary construction in the nascent category of organic farming (2020)

Siltaoja, M. E., Lähdesmäki, M., Granqvist, N., Kurki, S., Puska, P., & Luomala, H. (2020). The dynamics of (de)stigmatisation : boundary construction in the nascent category of organic farming. Organization Studies, 41(7), 993-1018. https://doi.org/10.1177/0170840620905167

JYU authors or editors

Publication details

All authors or editors: Siltaoja, Marjo Elisa; Lähdesmäki, Merja; Granqvist, Nina; Kurki, Sami; Puska, Petteri; Luomala, Harri

Journal or series: Organization Studies

ISSN: 0170-8406

eISSN: 1741-3044

Publication year: 2020

Volume: 41

Issue number: 7

Pages range: 993-1018

Publisher: Sage Publications

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1177/0170840620905167

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/67559


This study finds that it is possible for organizations in emerging categories to resist stigmatization through discursive reconstruction of the central and distinctive characteristics of the category in question. We examined the emerging market of organic farming in Finland and discovered how resistance to stigmatization was both an internal and an external power struggle in the organic farming community. Over time, the label of organic farming was manipulated and the practice of farming was associated with more conventional and familiar contexts, while the stigma was diverted at the same time to biodynamic farming. We develop a process model for removal of stigma from a nascent category through stigma diversion. We find that stigma diversion forces the core community to (re)define themselves in relation to the excluded community and the mainstream. We also discuss how notoriety can be an individuating phenomenon that helps categorical members conduct identity work and contributes to stigma removal.

Keywords: stigmata; social stigmatisation; discourse analysis; organic cultivation

Free keywords: categorical stigma; discourse analysis; destigmatization; market category; organic farming; power; domination; resistance

Contributing organizations

Related projects

Ministry reporting: Yes

Reporting Year: 2020

JUFO rating: 3

Last updated on 2021-17-09 at 16:34