This paper explores how consumers’ ethical food consumption practices, mediated by mobile phone applications (apps), are transformed into digital data. Based on a review of studies on the digitalization of ethical consumption practices and food apps, we find that previous research, while valuable, fails to acknowledge and critically examine the digital labor required to perform digitalized ethical food consumption. In this paper, we call for research on how digital labor underlies the digitalization of ethical food consumption and develop a conceptual (...) framework that supports this research agenda. Our proposed conceptual framework builds on three interconnected analytical concepts—datafication, affordances and digital labor—that enable the study of digital labor as an infrastructural element of digitalized food consumption. We illustrate our conceptual framework through our previous research concerning Buycott, a US-based mobile app whose stated aim is to facilitate consumers’ ethical purchasing decisions. Using the walkthrough method, we consider how the Buycott app engages user-generated data and what implications this holds for consumers. The app’s infrastructure, we suggest, connects ethical consumption and digital labor. A richer understanding of the digital food economy, we propose, enables social scientists not only to elucidate how consumers engage in digital labor, but also to contribute to the development of new data governance structures in the digital food economy. We therefore call for social scientists interested in food, consumption and the digital economy to contribute to a new research agenda for studying everyday food digitalization by empirically examining how ethical consumption apps implicate ethical consumers’ work. (shrink)

Over the past decades commercial and academic market researchers have studied consumers through a range of different methods including surveys, focus groups, or interviews. More recently, some have turned to the growing field of neuroscience to understand consumers. Neuromarketing employs brain imaging, scanning, or other brain measurement technologies to capture consumers’ responses to marketing stimuli and to circumvent the “problem” of relying on consumers’ self-reports. This paper presents findings of an ethnographic study of neuromarketing research practices in one neuromarketing consultancy. (...) Our access to the minutiae of commercial neuromarketing research provides important insights into how neuromarketers silence the neuromarketing test subject in their experiments and presentations and how they introduce the brain as an unimpeachable witness. This enables us conceptually to reconsider the role of witnesses in the achievement of scientific credibility, as prominently discussed in science and technology studies. Specifically, we probe the role witnesses and silences play in establishing and maintaining credibility in and for “commercial research laboratories.” We propose three themes that have wider relevance for STS researchers and require further attention when studying newly emerging research fields and practices that straddle science and its commercial application. (shrink)