When tackling the pressing environmental issues that confront our world, any approach undertaken that is conducive to various effective solutions must necessarily be less about the environmental crises themselves than about interpretations or perceptions of these crises and the subsequent popular and socially collective constructions that result. Between us and our environment there exists our interpretation of the environment. Humanity does not respond to the environment directly. Rather, it is their interpretations of the environment that is being responded to. Therefore, the manner in which the environment is interpreted is dependent upon our past experience.
This understanding is of considerable importance and value in determining the role that sociologists are qualified to play in the environmental debate, considering that these debates primarily concern the natural sciences. Sociologists and critical constructionists seek to understand the problems of the environment by analyzing society's responses to and interpretations of these issues. Given this methodology, I think it is fitting to ponder technology's impact on environmentalism. Technology, as I understand it, is the extension of a mental response, a concrete manifestation of collective perceptions and interpretations of the environment.
In my view, corporate suasion within the environmental debate through mainstream media is very similar to the technological aspect, at least in principle. After all, the media is the means by which shared meanings are constructed and disseminated; the media is in some ways a precursor to or cause of social response. In terms of applying the social problems perspective, both media and technology generally serve the same purpose. Marshall McLuhan, the 1960s media theorist, helped to popularize just such a critical perspective with his famous aphorism "The medium is the message," by which he meant the process by which information is disseminated and registered is actually more important than the content of the information itself. I think this idea can bring to our awareness the methods employed by powerful corporations to sway public opinion about environmental issues.
I am reminded of a book I read a few years ago by Chris Mooney entitled The Republican War on Science, which highlighted and exposed the Bush administration's suppression of scientific research on issues that included global warming. This suppression resulted in Richard Carmona's resignation from his position as Surgeon General after government officials censored portions of his detailed research findings on global warming trends and discarded the rest. This warrants a questioning of the popular notion of "impartiality" on the part of media, whereby the tendency of news journalism to present both sides "equally" obscures the minority status of those who deny global warming as a threat. This obfuscation of minority or even fringe opinions only serves to weaken the argument of the majority. The result is that the public is left with the false impression that 'nobody knows what they are talking about' and there is therefore no need for more regulations on industry or for them to change their consumption patterns. Instances in which corporate censorship is involved further exacerbates the dissemination of misinformation and the confusion it creates. It would appear as if powerful corporations and think tanks that, for monetary reasons, are opposed to environmental measures benefit from the popular notion of an "impartial & objective" news media in order to use the voice of fringe minorities to strengthen their agenda.
In light of these considerations, I here present my thoughts on what I believe to be three barriers in U.S. society and dominant culture to environmental sustainability. In pointing out these political and cultural barriers, I hope to provoke thoughtful considerations and inspire insights that address how we as a leading influential culture might go about remedying these barriers for the good of the entire world.
1) The Cult of Consumerism
One of the most prevalent barriers in U.S. society and dominant culture to environmental sustainability is represented by a deeply-ingrained paradigm of comfort and perceived convenience on the part of most Americans that is intimately associated with the fact that consumerism is the dominant culture in this country. This barrier, most often propagated and kept alive by the mainstream media, consists of popular conceptions of what constitutes the "good life." As a dominantly consumerist culture, we are socialized from early in life to shun delayed gratification and disregard the long-term effects of rapid resource depletion in favor of living comfortably. The prevalence of the "indulge-now-pay-later" philosophy is indicative of the influence that unbridled capitalism and corporate sway holds over the public mindset in the United States. This cultural craving for consumerism becomes so inculcated unconsciously in the psyche of the American way of life that the consumer goods we purchase eventually become extensions of one's very personality. Corporations who spend billions of dollars each year on advertising benefit greatly from this consumerist mindset, a mindset that is extremely detrimental to the environment in the long run. Robert Heiner notes, "As consumers, of course, we all play a pivotal role in resource depletion and waste production. In the United States, one's quality of life is, to a large extent, judged by one's capacity to consume. Consumption has become the principal measure of success, and most of us spend a great deal of our lives striving for it" (Heiner 162). Our cult-like devotion to consumerism as identifying marks of social standing and relevance has become something of a ritual of religious proportions. Interestingly enough, this understanding is perhaps best expressed by the famous musician Billy Joel in his song "No Man's Land" (Give us this day our daily discount outlet merchandise / Raise up a multiplex and we will make a sacrifice).
Annie Leonard's highly influential short film The Story of Stuff emphasizes the cult-like status consumerism holds in our society, pointing out the contribution of corporate advertising in convincing people that the extent to which they should feel fulfilled and socially acceptable depends on the extent to which they support the corporations by consuming. In the film, Leonard illustrates why capitalism constitutes a linear system that cannot be maintained indefinitely and implicates "the golden arrow of consumption" as the engine that drives the entire linear, unsustainable system. "We have become a nation of consumers. Our primary identity has become that of being consumers. The primary way that our value is measured and demonstrated is by how much we contribute to this arrow [consumption]" (The Story of Stuff). This short and concise film powerfully demonstrates that, as Heiner remarks in his book, "capitalism and conservation may well be antithetical" (Heiner 161).
Powerful corporations are not willing to restrict production and distribution by conserving natural resources. People are not willing to detach themselves from an identity that corporate advertisement tells them they should conform to by contributing to the arrow of consumption as a means of fulfillment and as a measure of the "good life." The combination of these aversions on two separate but related levels constitutes a major barrier to global measures that favor conservation and resource sustainability. Heiner asks a crucial and pointed question in relation to these ingrained habits of instant gratification and dependency on an unceasing flow of production: "While the well-being of future generations resonates strongly in political and social discourse, what sacrifices are people willing to make to protect future generations from harm, especially given that the harm is at present theoretical? [W]hat proportion of the public would be willing to cut automobile and electricity usage, garbage output, and shopping in half if that is what it would take to ensure the livelihoods of our distant descendants? The answer to that question depends in large part upon popular constructions of the 'good life'" (Heiner 165).
In an article published E/The Environmental Magazine, environmentalist and city enthusiast Jay Walljasper seeks to arrive at an answer to this question. In this article, he discusses how urban sprawl is a manifestation of the development of suburbia that is detached and separated from urban city centers, a development that expresses the value Americans have placed throughout the last 50 years on driving cars. This development has contributed to deteriorating inner city areas as the financially-affable abandon the inner city to live in suburbs, thus creating miles and miles of urban sprawl that increases dependency on driving cars to work, a dependency that is harmful to the environment due to vehicle emissions. He expresses concern over the fact that "autos are the only way to get from point A to point B. Houses are cut off from stores by impassable swaths of pavement. Schools, day-care centers, libraries and workplaces all sit isolated amid a sea of roaring traffic" (Walljasper 32).
2) The Exploitation of Perceived Uncertainty
Another significant barrier is the illusion of "scientific uncertainty" that is propagated by the media's status-quo method of disseminating information. This particular barrier, which I have already made brief mention of above, is characterized by the tendency of news journalists to uphold the vested interests of the corporations that control their news medium over and above legitimate information that addresses real and pressing environmental concerns that affect all people both now and especially in the long run. The mainstream media propagates the illusion that global warming, ozone thinning, or any number of other problems are scientifically uncertain. This is an illusion when one considers that the vast majority of ecologists and other scientists across the board now recognize these things as real threats. However, because the proposed practical environmental actions to reduce these threats is not representative of the short-term, monetary interests of influential corporations, the corporation-controlled mainstream media is often under acute pressure to conform to these shortsighted capitalistic interests. They do this by operating under the guise of "impartiality" or "unbiased objectivity" when covering significant groups or significant numbers of people who address these environmental concerns. This means news media will often give "equal time" to both sides of a particular environmental debate, even when one side (for example, those who deny that global warming is a legitimate threat that warrants concern) represents a minority opinion or fringe group. The confusion that arises in the viewing public concerning pressing environmental matters arises from the fact that news media makes it appear as if there is actually a significant level of uncertainty by giving this equal time to fringe opinions and not identifying them as such. This ostensibly fails to acknowledge that there is in fact a widespread consensus among the vast majority of scientists that issues such as global warming are indeed threats that demand immediate attention.
Robert Heiner, in discussing this production of illusion, writes, "Though many of the scientists who are skeptical of global warming are sincere and not just 'posturing,' the skeptics do make up a small minority in the scientific community, and the tendency of news journalism to present both sides 'equally' obscures their minority status, thereby weakening the argument of the majority" (Heiner 160). This presents a problematic barrier to environmental sustainability because when the public is fed the false impression that there is actually a wide spectrum of uncertainty, no steps will be undertaken for more regulations on industry or consumption, especially if such regulations for sustainability mandate a sacrifice on the part of a materialistic society whose identity and comfort are connected to consumption.
3) Global Imbalance
The third barrier to environmental sustainability of particular interest and import relates to global imbalance and the dysfunctional relationship between the First and Third World. The unbridled, unregulated capitalistic culture of First World economies has resulted in the inevitable process of creative destruction whereby the economic success of the First World is achieved through exploitation of the Third World. Annie Leonard's film The Story of Stuff strikes at the heart of the U.S. situation in very clear terms: "Our problem is not just that we're using too much stuff, but we're using more than our share. We have 5% of the world's population, but we're using 30% of the world's resources and creating 30% of the world's waste. So [the United State's] response to this situation is simply to go take somebody else's. This is the Third World, which some would say is another word for 'our stuff' that somehow got on somebody else's land" (The Story of Stuff).
But because capitalism and sustainability are completely incompatible with each other, the process of capitalistic exploitation of other countries is not only unethically contributing to global inequality, it is also ultimately self-defeating. Profit and competition must be perpetuated in the capitalist creed, and it is at this point that First World/Third World relations becomes problematic on a number of levels. Robert Heiner elucidates the dilemma thus:
"Given that resources are limited, if the Third World is unable to use its resources for its own development, then that development will be very problematic; if the First World is unable to continue exploiting the resources of the Third World, then First-World economic expansion will become very problematic" (Heiner 173).
As more and more countries in the Third World are pressured by dominant capitalistic ventures exerting their influence from outside to emulate the First World in their economic standards, the problem of unsustainability becomes ever more apparent (as is very clearly indicated by the fact that despite comprising a mere 5% of the world's total population, the United States already expends 30% of its resources). Therefore, the barrier that this dysfunctional relationship represents is one of an implicit (sometimes even explicit) unwillingness on the part of many powerful economic movers and shakers in the First World to sacrifice potential profits and advantages for the good of the global economy as a whole. At the heart of the tension lies a failure to coordinate efforts and a blind embrace of dualistic distinctions (e.g. "First World" and "Third World") that are not only arbitrary but are created by exploitation of less-developed countries by more affluent ones.
References
Heiner, Robert. Social Problems: An Introduction to Critical Constructionism. New York: Oxford University Press, 2006.
Walljasper, Jay. "New Lessons from the Old World: The European Model for Falling in Love with Your Hometown," E Magazine 16 (March/April 2005). First published in E/The Environmental Magazine.
The Story of Stuff. Dir. Louis Fox. Perf. Annie Leonard. Free Range Studios, 2007.
This understanding is of considerable importance and value in determining the role that sociologists are qualified to play in the environmental debate, considering that these debates primarily concern the natural sciences. Sociologists and critical constructionists seek to understand the problems of the environment by analyzing society's responses to and interpretations of these issues. Given this methodology, I think it is fitting to ponder technology's impact on environmentalism. Technology, as I understand it, is the extension of a mental response, a concrete manifestation of collective perceptions and interpretations of the environment.
In my view, corporate suasion within the environmental debate through mainstream media is very similar to the technological aspect, at least in principle. After all, the media is the means by which shared meanings are constructed and disseminated; the media is in some ways a precursor to or cause of social response. In terms of applying the social problems perspective, both media and technology generally serve the same purpose. Marshall McLuhan, the 1960s media theorist, helped to popularize just such a critical perspective with his famous aphorism "The medium is the message," by which he meant the process by which information is disseminated and registered is actually more important than the content of the information itself. I think this idea can bring to our awareness the methods employed by powerful corporations to sway public opinion about environmental issues.
I am reminded of a book I read a few years ago by Chris Mooney entitled The Republican War on Science, which highlighted and exposed the Bush administration's suppression of scientific research on issues that included global warming. This suppression resulted in Richard Carmona's resignation from his position as Surgeon General after government officials censored portions of his detailed research findings on global warming trends and discarded the rest. This warrants a questioning of the popular notion of "impartiality" on the part of media, whereby the tendency of news journalism to present both sides "equally" obscures the minority status of those who deny global warming as a threat. This obfuscation of minority or even fringe opinions only serves to weaken the argument of the majority. The result is that the public is left with the false impression that 'nobody knows what they are talking about' and there is therefore no need for more regulations on industry or for them to change their consumption patterns. Instances in which corporate censorship is involved further exacerbates the dissemination of misinformation and the confusion it creates. It would appear as if powerful corporations and think tanks that, for monetary reasons, are opposed to environmental measures benefit from the popular notion of an "impartial & objective" news media in order to use the voice of fringe minorities to strengthen their agenda.
In light of these considerations, I here present my thoughts on what I believe to be three barriers in U.S. society and dominant culture to environmental sustainability. In pointing out these political and cultural barriers, I hope to provoke thoughtful considerations and inspire insights that address how we as a leading influential culture might go about remedying these barriers for the good of the entire world.
1) The Cult of Consumerism
One of the most prevalent barriers in U.S. society and dominant culture to environmental sustainability is represented by a deeply-ingrained paradigm of comfort and perceived convenience on the part of most Americans that is intimately associated with the fact that consumerism is the dominant culture in this country. This barrier, most often propagated and kept alive by the mainstream media, consists of popular conceptions of what constitutes the "good life." As a dominantly consumerist culture, we are socialized from early in life to shun delayed gratification and disregard the long-term effects of rapid resource depletion in favor of living comfortably. The prevalence of the "indulge-now-pay-later" philosophy is indicative of the influence that unbridled capitalism and corporate sway holds over the public mindset in the United States. This cultural craving for consumerism becomes so inculcated unconsciously in the psyche of the American way of life that the consumer goods we purchase eventually become extensions of one's very personality. Corporations who spend billions of dollars each year on advertising benefit greatly from this consumerist mindset, a mindset that is extremely detrimental to the environment in the long run. Robert Heiner notes, "As consumers, of course, we all play a pivotal role in resource depletion and waste production. In the United States, one's quality of life is, to a large extent, judged by one's capacity to consume. Consumption has become the principal measure of success, and most of us spend a great deal of our lives striving for it" (Heiner 162). Our cult-like devotion to consumerism as identifying marks of social standing and relevance has become something of a ritual of religious proportions. Interestingly enough, this understanding is perhaps best expressed by the famous musician Billy Joel in his song "No Man's Land" (Give us this day our daily discount outlet merchandise / Raise up a multiplex and we will make a sacrifice).
Annie Leonard's highly influential short film The Story of Stuff emphasizes the cult-like status consumerism holds in our society, pointing out the contribution of corporate advertising in convincing people that the extent to which they should feel fulfilled and socially acceptable depends on the extent to which they support the corporations by consuming. In the film, Leonard illustrates why capitalism constitutes a linear system that cannot be maintained indefinitely and implicates "the golden arrow of consumption" as the engine that drives the entire linear, unsustainable system. "We have become a nation of consumers. Our primary identity has become that of being consumers. The primary way that our value is measured and demonstrated is by how much we contribute to this arrow [consumption]" (The Story of Stuff). This short and concise film powerfully demonstrates that, as Heiner remarks in his book, "capitalism and conservation may well be antithetical" (Heiner 161).
Powerful corporations are not willing to restrict production and distribution by conserving natural resources. People are not willing to detach themselves from an identity that corporate advertisement tells them they should conform to by contributing to the arrow of consumption as a means of fulfillment and as a measure of the "good life." The combination of these aversions on two separate but related levels constitutes a major barrier to global measures that favor conservation and resource sustainability. Heiner asks a crucial and pointed question in relation to these ingrained habits of instant gratification and dependency on an unceasing flow of production: "While the well-being of future generations resonates strongly in political and social discourse, what sacrifices are people willing to make to protect future generations from harm, especially given that the harm is at present theoretical? [W]hat proportion of the public would be willing to cut automobile and electricity usage, garbage output, and shopping in half if that is what it would take to ensure the livelihoods of our distant descendants? The answer to that question depends in large part upon popular constructions of the 'good life'" (Heiner 165).
In an article published E/The Environmental Magazine, environmentalist and city enthusiast Jay Walljasper seeks to arrive at an answer to this question. In this article, he discusses how urban sprawl is a manifestation of the development of suburbia that is detached and separated from urban city centers, a development that expresses the value Americans have placed throughout the last 50 years on driving cars. This development has contributed to deteriorating inner city areas as the financially-affable abandon the inner city to live in suburbs, thus creating miles and miles of urban sprawl that increases dependency on driving cars to work, a dependency that is harmful to the environment due to vehicle emissions. He expresses concern over the fact that "autos are the only way to get from point A to point B. Houses are cut off from stores by impassable swaths of pavement. Schools, day-care centers, libraries and workplaces all sit isolated amid a sea of roaring traffic" (Walljasper 32).
2) The Exploitation of Perceived Uncertainty
Another significant barrier is the illusion of "scientific uncertainty" that is propagated by the media's status-quo method of disseminating information. This particular barrier, which I have already made brief mention of above, is characterized by the tendency of news journalists to uphold the vested interests of the corporations that control their news medium over and above legitimate information that addresses real and pressing environmental concerns that affect all people both now and especially in the long run. The mainstream media propagates the illusion that global warming, ozone thinning, or any number of other problems are scientifically uncertain. This is an illusion when one considers that the vast majority of ecologists and other scientists across the board now recognize these things as real threats. However, because the proposed practical environmental actions to reduce these threats is not representative of the short-term, monetary interests of influential corporations, the corporation-controlled mainstream media is often under acute pressure to conform to these shortsighted capitalistic interests. They do this by operating under the guise of "impartiality" or "unbiased objectivity" when covering significant groups or significant numbers of people who address these environmental concerns. This means news media will often give "equal time" to both sides of a particular environmental debate, even when one side (for example, those who deny that global warming is a legitimate threat that warrants concern) represents a minority opinion or fringe group. The confusion that arises in the viewing public concerning pressing environmental matters arises from the fact that news media makes it appear as if there is actually a significant level of uncertainty by giving this equal time to fringe opinions and not identifying them as such. This ostensibly fails to acknowledge that there is in fact a widespread consensus among the vast majority of scientists that issues such as global warming are indeed threats that demand immediate attention.
Robert Heiner, in discussing this production of illusion, writes, "Though many of the scientists who are skeptical of global warming are sincere and not just 'posturing,' the skeptics do make up a small minority in the scientific community, and the tendency of news journalism to present both sides 'equally' obscures their minority status, thereby weakening the argument of the majority" (Heiner 160). This presents a problematic barrier to environmental sustainability because when the public is fed the false impression that there is actually a wide spectrum of uncertainty, no steps will be undertaken for more regulations on industry or consumption, especially if such regulations for sustainability mandate a sacrifice on the part of a materialistic society whose identity and comfort are connected to consumption.
3) Global Imbalance
The third barrier to environmental sustainability of particular interest and import relates to global imbalance and the dysfunctional relationship between the First and Third World. The unbridled, unregulated capitalistic culture of First World economies has resulted in the inevitable process of creative destruction whereby the economic success of the First World is achieved through exploitation of the Third World. Annie Leonard's film The Story of Stuff strikes at the heart of the U.S. situation in very clear terms: "Our problem is not just that we're using too much stuff, but we're using more than our share. We have 5% of the world's population, but we're using 30% of the world's resources and creating 30% of the world's waste. So [the United State's] response to this situation is simply to go take somebody else's. This is the Third World, which some would say is another word for 'our stuff' that somehow got on somebody else's land" (The Story of Stuff).
But because capitalism and sustainability are completely incompatible with each other, the process of capitalistic exploitation of other countries is not only unethically contributing to global inequality, it is also ultimately self-defeating. Profit and competition must be perpetuated in the capitalist creed, and it is at this point that First World/Third World relations becomes problematic on a number of levels. Robert Heiner elucidates the dilemma thus:
"Given that resources are limited, if the Third World is unable to use its resources for its own development, then that development will be very problematic; if the First World is unable to continue exploiting the resources of the Third World, then First-World economic expansion will become very problematic" (Heiner 173).
As more and more countries in the Third World are pressured by dominant capitalistic ventures exerting their influence from outside to emulate the First World in their economic standards, the problem of unsustainability becomes ever more apparent (as is very clearly indicated by the fact that despite comprising a mere 5% of the world's total population, the United States already expends 30% of its resources). Therefore, the barrier that this dysfunctional relationship represents is one of an implicit (sometimes even explicit) unwillingness on the part of many powerful economic movers and shakers in the First World to sacrifice potential profits and advantages for the good of the global economy as a whole. At the heart of the tension lies a failure to coordinate efforts and a blind embrace of dualistic distinctions (e.g. "First World" and "Third World") that are not only arbitrary but are created by exploitation of less-developed countries by more affluent ones.
References
Heiner, Robert. Social Problems: An Introduction to Critical Constructionism. New York: Oxford University Press, 2006.
Walljasper, Jay. "New Lessons from the Old World: The European Model for Falling in Love with Your Hometown," E Magazine 16 (March/April 2005). First published in E/The Environmental Magazine.
The Story of Stuff. Dir. Louis Fox. Perf. Annie Leonard. Free Range Studios, 2007.




