Chapter 6
This chapter discusses the ways in which capitalist manufacturers use the environment as a tool to help sell their product. The chapter discusses multiple ways in which a company can incorporate the environment into its advertisements to intrigue a potential consumer. The most common way is to use nature as a backdrop to the advertisement. If a particular product seems to symbiotically exist with nature, the average consumer assumes that the product is somehow environmentally conscious. In case the connection between a product and the environment is too vague for a consumer, companies will use green images on their product to literally tell you how it is good for the environment. However, what a company puts on a label and what is actually happening behind closed doors has been proven to be very different, so Corbett asks her readers not to blindly accept what’s on the label. Corbett also discusses how advertising is the fuel to our capitalist economy, and with out it there would be no over consumption of material goods, because people would only seek out what they truly needed. Advertisements are layered in our culture, as evidenced by the fact that we are exposed to over 3000 advertisements a day. With this many advertisements it is no wonder that we subconsciously rely on them for cultural guidance of what to value. Unfortunately advertisements don’t generally guide us to not over consume, rather they ask us to indulge in our narcissism. One example of this is when companies show advertisements of humans conquering nature either by jogging it in new shoes, or driving over it in a new car. These ads are subliminally suggesting that nature is different from mankind, and that with the right tools we can dominate it.
Chapter 7
Animals are used in an array of ways by the human species. Whether it is the name of a car, or a label on your shirt, animals are used to express a particular emotion. The problem is that when pop culture teaches you and tells you how to interact and perceive animals, its neglects their inherent value and distorts their actual behavior. For instance, the wolf has been the mascot for evil for centuries, but there is nothing about a wolf that makes it more evil than any other species. It hunts and uses strategy to survive just like humans or any other animal, but for some reason mankind has deemed it unacceptable. Pop culture reinforces this malevolent idea through children’s stories and folklore resulting in adults who fear and despise wolfs. In the early 1900’s there were federal institutions whose priority was to kill wolves and coyotes to ensure the safety of humans. Later in the century people started to realize the irrational cruelness of this act and began associating wild animals, such as wolves and bears, with friendly anthropomorphic mascots of peace and preservation. The chapter discusses how the destiny of animals will depend solely on mankind’s subjective opinion of them, and if we don’t teach the inherent value of these creatures to children, the animals will have no chance at survival. Psychologists have determined that un-educated, poor, southern, urban citizens have the least regard for animals. They have also determined that much of this is due to the fact that most of these people have never interacted with animals in the wild, and do not truly understand and appreciate their inherent and aesthetic value. Another factor that influences human’s opinion of animals is their anthropomorphic features. When people attribute human qualities to animals it makes them more appealing and less threatening. At the end of the day, people cannot rely on what pop culture and rumors say about animals, rather they need to get out into the wild and truly experience the beauty for themselves.
Chapter 8
Mass media is a tool most people assume to be an objective messenger of important events. What many people do not realize is that the media is an employee of the mass social institution just as they are. Evidence to support the claim that news reports are a constructed version of social reality is that all the different news outlets generally have the same top stories. This is because those top stories, in some way or another, support a larger social institution that, indirectly or directly, funds mass media outlets. With out advertising, most media groups could not exist, so naturally these groups have incentive not to shit where they eat. Many news outlets attempt to be fair and objective, often stating both sides of a story, or keeping the editorial section clearly separate from the top stories section. However, often times a phenomenon known as conditioned belief occurs where an institution has control of a reporter without that reporter even knowing it. For instance, when a reporter for Fox news is discussing a story about how mass corporations exploit natural resources, that reporter might be slightly biased in favor of the corporations because he or she works for one. That reporter might think they are being objective but through choice of language, use of metaphors, and selection of video clips, they might be subconsciously showing mass corporations in a good light.
As discussed in chapter 8, environmental news is ongoing and omnipresent, which bores the average American and their short attention span. Popular news is event driven, so often the only time environmental issues make it into the news is when they clearly affect a socially important institution like government policy or the economy. Most environmental activist groups do not have the funds to support news groups, so more often than not; the public is exposed to the values and stories of government officials or major institutions.
Reflection:
After reading these chapters it is apparent to me that our society views humanity and the environment as two separate entities. Nature is viewed as an exploitable tool used for monetary gain, and institutional influence. The media is probably the most influential factor that has created this narcissistic ideology that mankind currently holds over nature. The media controls what the public hears, and therefore can control how humans interact with their environment. I do not mean to say that people in the media business are all irrational and cruel, but the public has to realize that they are drones of major social institutions just like the rest of society. Therefore, what you hear or see from your radio or television may not be the objective truth. On the flip side, if society didn’t have advertisements telling people they need to be more environmentally conscious, then how would anyone know?