TY - JOUR
T1 - Improving seafood systems with social network analysis
T2 - The case of cuttlefish marketing in Catalonia
AU - Gómez, Sílvia
AU - Patraca, Beatriz
AU - Molina, José Luis
N1 - Funding Information:
The EU ( European Maritime and Fisheries Fund ) and Climate Action, Food and Rural Agenda Department of the Catalan Government provided funding for this research through the project “Advice to the Co-Management Committee of the cuttlefish of the bays of Roses and Pals for the implementation of a socio-economic program” under the grant agreement ARP163/21/000023 . We acknowledge all fishers and seafood distributors that kindly participated in the project as well as we express our appreciation to all persons who shared with us their valuable knowledge by collaborating. We would also like to thank Eva Visauta, from the public administration and secretary of the cuttlefish co-management committee, who is always available to help and provide information.
Publisher Copyright:
© 2023 The Authors
PY - 2023/4/1
Y1 - 2023/4/1
N2 - Innovation in seafood marketing has multiplied, resulting in a constellation of emerging marketing initiatives from the fishing sector and seafood distributors to cope with resources scarcity, uncertainty, and climate change. Wholesalers, and retailers drawn on Social Network Sites (Facebook, Instagram, Whatsapp, Twitter, Youtube, TikTok) to disseminate the values associated with fish products. This study analyses the distribution network channels of the cuttlefish market in Catalonia (Spain) and the social media users. The methodology combines social network analysis, digital ethnography, and qualitative analysis based on structured, semi-structured, in-depth interviews and images. Results suggest the existence of a paradox between the values of seafood products associated with “proximity,” "local," and “seasonal products” cohabiting with market values adapted to the contemporary lifestyle of “convenience” and accessibility. The spread of gastronomic culture has popularised the demand for cuttlefish, increasing market diversification and growing competition between the buying and selling network actors. While distributors can obtain resources from different sources, fishers must cope with the limitations of natural resources. We conclude that management plans should consider the integration of fishers in marketing channels and media discourses to improve the marketing of seafood products in pursuit of sustainability.
AB - Innovation in seafood marketing has multiplied, resulting in a constellation of emerging marketing initiatives from the fishing sector and seafood distributors to cope with resources scarcity, uncertainty, and climate change. Wholesalers, and retailers drawn on Social Network Sites (Facebook, Instagram, Whatsapp, Twitter, Youtube, TikTok) to disseminate the values associated with fish products. This study analyses the distribution network channels of the cuttlefish market in Catalonia (Spain) and the social media users. The methodology combines social network analysis, digital ethnography, and qualitative analysis based on structured, semi-structured, in-depth interviews and images. Results suggest the existence of a paradox between the values of seafood products associated with “proximity,” "local," and “seasonal products” cohabiting with market values adapted to the contemporary lifestyle of “convenience” and accessibility. The spread of gastronomic culture has popularised the demand for cuttlefish, increasing market diversification and growing competition between the buying and selling network actors. While distributors can obtain resources from different sources, fishers must cope with the limitations of natural resources. We conclude that management plans should consider the integration of fishers in marketing channels and media discourses to improve the marketing of seafood products in pursuit of sustainability.
KW - Cuttlefish marketing
KW - Digital ethnography
KW - Seafood consumption
KW - Social media analysis
KW - Social networks analysis
KW - Sustainability
UR - https://www.scopus.com/pages/publications/85147360645
UR - https://portalrecerca.uab.cat/en/publications/cec96d96-15ca-4f78-9e7d-1aad998ccd7a
U2 - 10.1016/j.marpol.2023.105517
DO - 10.1016/j.marpol.2023.105517
M3 - Article
AN - SCOPUS:85147360645
SN - 0308-597X
VL - 150
SP - 1
EP - 11
JO - Marine Policy
JF - Marine Policy
M1 - 105517
ER -
