Ch. 6-8

Britt Thornton

Ch 6 Summary: Advertisers can manipulate the image of nature in their ads to market their product to a particular demographic. By using nature-as-backdrop, selling green product attributes, projecting a green image or environmental advocacy, ads use aspects of the natural world to target those groups. However, many see this use of the nature image to be misleading – some of the companies that use those methods in their ads make products that harm the environment. They use idealized, sterile nature, as well as lying by omission, to make their product look more appealing. Ads influence our consumer lifestyle, and even dictate ritual and taboo. Through this constant inundation of ads, we grow more detached to nature and more dependent on material goods.

Ch. 7 Summary: Humans use animals as a symbols for many things according to the animal’s  characteristics. History and culture has led to the admiration or rejection of certain animals/animal attributes. Popular attitude followed the cultural climate of the time. Attitudes towards animals can also be shaped by location, age, sex and animal knowledge. Humans also unconsciously group animals into “good or bad” according to behaviors and characteristics. Anthropomorphizing animals is also common; by projection our own emotions or features onto an animal, it become more relatable to humans. Acceptance of evolution also has an effect on the perception of animals. Some believe we have a duty to animals, directly or indirectly. Our need to be connected with animals in culture, media, or zoos reveals the human need for the animals who share our world.

Ch. 8 Summary: Many people base their perception of the world or current events by what news is available via mass media. Reporters are assigned to topics, a ‘beat’, that they focus on. Environmental stories can cover a range of issues, and the ones we eventually hear are influenced by the journalists, and they by large organizations. Many news stories come from the same sources, like press conferences or state agencies. What information gets selected depends on those that preserve dominant cultural values or what can sell. What information get published, how the story is framed, and valid sources coalesce to form the reality created by the media. This reality is shaped by potential profit and influence, rather than completely objective reporting.

Reflection: Ads have become so commonplace that I never really noticed how abundant they really are, and how they use nature to communicate their message. I feel more aware of how anthropocentric many ads are, and how they address nature as something to exploit. These material things are more about social status than necessity, a way to show wealth and success. I was surprised to read about how companies distributed material to elementary schools that contained incorrect information in order to show themselves in a good light, and the commercials where they lie by omission to achieve the same goal. I do think that issue should be resolved somehow, maybe like product standards they have to meet before they can advertise as a “green” product.

I found this ch. 7 interesting because it looked intensely at how we look at ourselves in relation to all animals, domestic or wild. It was also startling to realize how many association we naturally make about animals base off their characteristics. Having grown up in the Disney Renaissance, reading how anthropomorphizing animals can affect how we interpret animals was intriguing, but not surprising. After Finding Nemo, pet stores went through tons of clown fish. I think humans will always feel a connection with animals, because in the end, we’re animals too.

Reading about the heavy influence on the media brought to mind parallels with propaganda, and how the the truth is distorted for the interests of a group or individual. I wasn’t aware there were so many different aspects that factored into what kind of story gets published, like social climate or location. I wasn’t surprised to read that environmental issues are less popular than celebrity stories or scandal, especially considering how our culture almost deifies celebrities. What media is released definitely contributes to how we see the world, and it is often the only way we can.

CHP 6,7,8 – Summary & Reflection -Beau Bakley

Chapter 6: Chapter 6 is all about television advertisements and how the environment is involved with them. The chapter continues on with the business aspect of strong advertisement and its development within. Towards the end of the chapter Corbett examines the psychology of advertising and its effective measures its places on us. Corbett discusses the misleading nature advertisements that do not truly want you to act in a particular way towards nature or enable you to establish a compelling emotion to it, just simply to buy their product. The chapter analyzes the tricky ways lobbyists and corporations make you feel like they are compelling towards their “belief” yet are unconsciously swaying you towards something less obvious. She breaks down the business of advertising as a fuel for capitalism, because in reality what is the point in advertising if there is nothing to buy? The psychology of advertisements is quite amazing, and Corbett explains how optimal advertising can sway you one way or another whether you know it or not.

Chapter 7: In this chapter Corbett breaks down the symbolism and our cultural views of animals we interact with physically and socially. She explains the meanings associated with certain animals and images that we unconsciously give a structured meaning to. This chapter analyzes why we feel scared, compassionate, or indifferent about animals and how society builds these emotions. This chapter focuses on the meaning we give to animals based on physical traits, predators, wild animals, tame, violent, etc. Corbett structures her chapter based on our perception of animals and their meaning to humans.

Chapter 8:  Chapter 8 is all revolved around the media and their immediate persuasion on humans and their interactions/feelings of the environment. The media is one of the strongest influences in society and how their every word, how they report a story, and what topic they chose to convey is important to our complete understanding of the environment. Corbett goes on to discuss how media’s free speech protection initially persuades humans to believe exactly what they tell you, even when disregarding facts and key elements to their story. The chapter goes on to examine the methods of reporting environmental stories and their sources. Basically, she constructs an argument that it is truly difficult to believe media because everything that they do for their story is based off what they believe their listeners want to hear and what will keep them coming back for more.

 

Reflection:  These chapters were a huge eye opener for me. First, I never realized how exposed I am to media and advertisements. It is mind boggling to comprehend how pretty much everywhere you look there is a trademark and an advertisement lying directly above it. Additionally, when I see an ad on sustainable development or conservation of our rivers, lakes, land, etc there is some underlying message behind it. These underlying messages are the fuel for big businesses, corporations, government to get the society to buy their product or sway away from the competitors. This reminds me of politics, how politicians will bash on their opponents to make them sound better and their competition ugly. Additionally, these readings opened my eyes to the symbolism of wildlife and the environment. I mean just look at the Colorado license plate, a backdrop of the Rocky Mountains, this in itself is a means to associate all of Colorado with large mountains. Continuing on this, I never noticed how nature and a simple reoccurring picture or theme could associate so much with a particular item or place. Instantly when I think of rodeo I think of Wyoming, or crabs I think of Maryland. These are all different types of associations the states want you to think of, and why they want your tourism dollars. Lastly, the media chapter brought about information I basically already knew, yet made me open another eye on it. It is quite difficult to sit and listen to a news broadcast without wondering how the situation actually is. It is quite sad to watch the news and comprehend that the only reason why I am hearing this story this way is simply because of money and keeping you focused on the station. Everyone is guilty, and in reality there is not much we can do about it. I suppose the only true lesson from this is that you cannot believe everything you hear, or see for that matter.

Chap 6,7,8 – Cubberly

Matt Cubberly

Chapter 6

In chapter 6, Julia Corbett discusses the importance of advertisements.  She explains that they can be seen everywhere and although we see tons each day, only a few stick.  She continues to say that advertisements use the natural environment in four different ways.  They can use a nature themed backdrop, advertise green products, show an image of nature, or encouraging environmental action.  She states that while these ads promote “green” things, they are in no way “Green” themselves.  In addition to this, Corbett also explains the difference between persuasion and propaganda.  She concludes that advertisements are more propaganda than persuasion.

Chapter 7

In chapter 7, Julia Corbett discusses the meaning of animals and how they are used to reference certain things.  Similar to advertising, certain animals can be used to convey a message or refer to a time or place.  She exemplifies this by showing a few short phrases containing animals that almost everyone is familiar with.  She also talks about how certain animals can be used to describe humans in ways that can be good or bad.  Corbett shows that with some animals, like the wolf, almost all usages of “wolf” are negative toward humans.  After talking about using animals in reference to human behavior, she discusses the relationship between humans and animals and how people feel about different types of animals.   In particular, Corbett explains how humans like animals more when the animals share things in common with humans.

Chapter 8

In chapter 8, Julia Corbett takes on a very different topic.  She steps away from animals and the environment and begins to discuss mass media in general.  She talks about people’s perception of how the media is, as well as how it should be.  Corbett explains that the population is wrong to assume what they do about the media.  Julia Corbett continues on to talk about how the media is actually used to form agendas.  She does however bring the topic of environmentalism back into the discussion.  She talks about how environmental issues are brought to the media, how they are displayed and how they are perceived.

Reflection

I really liked chapter 6 and how it dealt heavily with advertising.  I am a huge fan of the idea of advertising.  While I will of course click out of pop-ups or mute commercials, advertisements are the base of our economy.  Almost all products and services can represent themselves through advertisements – but they might not be showing their true structure.  I think people as a whole are very easily influenced and love the illusion of choice.  So when they view an advertisement about this or that green product displaying a natural “pro”, they jump on board thinking that: a) they are doing their part to help nature. b) They chose to do it.  That product or service might live up to the stated fact but at the same time it can have other hugely understated negative effects.  There can never be a perfect system in place but it does work well, if not always for the right reasons.

Writing Assignment #6 – Andrew Mitchell

Communicating Nature

Chapter 6: This chapter is broken down into the different ways that advertisements employ nature to invoke the consumer to feel a need for the company’s products. Although these ads will often utilize tactics to show how the product is “environmentally friendly”, Corbett argues that these claims are mostly lies and are used as a specific strategy to gain interest in what corporations are selling.

Chapter 7: In this chapter Corbett integrates the history of humans and their relationships with animals with our cultural views of them. This helps the reader to accurately describe the way we view animals, and more importantly, why we view them the way we do in addition to the way we are often misleading in our scrutiny.

Chapter 8: Chapter 8 casts a very stern eye at the construction and day-to-day operations of local to national news media. Particularly, Corbett attempts to point out that news media is certainly not relaying events and how they occurred in actuality but it is picking and choosing what aspects to reveal to its audiences (223). She also points out that while the environment may occasionally be addressed among other competing stories, the roots of its issues are most often left in the dark.

Reflection: It is surprising to me how much I do not notice in the media and how they go about encouraging positive thoughts toward their products. I have to remind myself after seeing ads about companies taking steps to be environmentally friendly that it’s probably all just a scheme. But deep down I think we all would love to think that they are actually taking steps to improve their system, and in turn, our world. Why shouldn’t they? By manipulating nature and animals in their advertising, corporations get to encourage potential customers to think they’re saving the world in their rather unjustifiable and conceited plot to make more money. This isn’t true for all, of course—or maybe that’s just the naïve child still in me thinking that some people are still out solely to save the world from ourselves and not for any other hidden scheme. A lot of all this has to do with why I can rarely stand to watch the news. I’d rather not listen to what other people think I should know from their highly skewed and opinionated sources. I don’t care what news station is liberal and which is conservative, that shouldn’t decide what I’m going to learn about the world today. It should all be the same. Let me make my opinion by myself from the truth.

Writing Assignment #6 -Jason Lord

In the novel “Communicating Nature” Julia B. Corbett analyzes the creation and understanding of environmental messages taken from nature. In chapter six she analyzes how advertising and marketing play a role in conveying (or not conveying) messages about nature. She explains that humans are exposed to three thousand advertisements a day. Corbett makes it clear that most of the advertisements involve nature in one way or another. She questions though what meaning is really being taken away from that advertisement particularly in regard to nature. She categorizes the four types of ads featuring the environment: nature as backdrop, green product attributes, green image, and environmental advocacy. She argues that all ‘environmental’ advertisements can fall under one of these categories. Next, Corbett looked at the business behind advertising. The driving force of advertising is capitalism and consumerism. This relationship is mutual because the driving force of capitalism and consumerism is advertising. Without one the other doesn’t exist. It is made evident how big of a role advertising plays in capitalism as billions of dollars are spent on it every year. Finally, psychologically advertising plays a crucial role. Ads appeal to our emotions. Using nature as an avenue to appeal to humans emotions is a tool widely used by advertisers. The take away message from this chapter is that while most consumers are buying a product or service for its intended uses, what people are really buying, is a meaning associated with it.

The word ‘meaning’ is a dominant theme in chapter six, and carries over to chapter seven. In chapter seven the meaning of animals is discussed, as well as the messages conveyed through animals. Nature needs to have an avenue that connects it with humans. Corbett makes it clear that animals are that primary connection humans have with nature, as most messages are conveyed through animals in one form or another. Corbett explains how human’s perceptions of animals have been persuaded by pop culture, symbolism, anthropomorphism, mass media, and zoos. She makes it evident that many products and humans alike are compared to animals. In fact when ‘we gaze at animals, we hold up a mirror to ourselves’ (pg. 212). Yet, humans have caused much harm to animals and the environment they live in, which is contradictory to the previous statement. Corbett recognizes this and calls upon people to communicate in a way to save and preserve the animals.

Corbett makes a point that the reason messages about nature are lost and their meaning isn’t construed correctly, is that news, and big media is to blame. Big media is guarded by a strict social system that has lots of power. She states that media is a follower of those with the power, and for there to be any change in the message of human’s relationship with nature, it needs to start from the top and work its way down. For she argues anyone below the people of power in media, have an uphill battle. What media all boils down to is that just like any business they need to make a profit. Therefore they will do whatever is necessary to make money. They must appeal to advertisers, and to a majority of the human population. Because of this, Corbett makes it clear that it is hard for media to effectively convey messages about the environment to the majority of humans due to its lack of appeal.

It is clear that Corbett would like the meaning of the messages of nature to be better construed to humans. She has pointed out so far where our beliefs come from, how they are shaped, and how they are changed with regard to nature. Clearly in these last few chapters (6, 7, and 8 ) it is evident that capitalism has played a crucial role in the formation of these beliefs. Capitalism is an overreaching cloud that has encompassed all of what Corbett has mentioned so far in her novel. I truly believe that once the capitalistic system sees the profit in the relationship with nature that the switch will take place. Until that point capitalism will take its path to the most profit. Economically speaking, capitalism is the best of the worst economic systems. However, there is starting to be an environmental movement within the capitalistic system. Take Wal-Mart for example. They are one of the biggest companies worldwide, and the heartbeat of capitalism. Recently Wal-Mart has had an interest in supplying organic products to its customers. And when Wal-Mart gets on board you know that this will bring about change in the capitalistic market, due to their purchasing power. What I’m getting at here, is that to persuade capitalism to change; the purchasing power, also known as the dollar, needs to be employed to bring about change. If you are not buying goods, capitalism will switch to what you will buy. So if you want truly green products and want to see advertisements about true green products then spend your money on those products that meet your requirements. If you want to support the treatment of animals speak with your money and purchase from companies that are proponents for animal treatment. If you are against zoos, don’t go there. Slowly but surely there will be a shift that ripples from businesses, to advertisers to big media, and change will happen. Yeah you have the freedom of speech, but nothing speaks with as much power as the power of your dollar in a capitalistic society. So spend wisely!

Communicating Nature Summary and Reflection Chapters 6, 7, and 8

Summary

In Chapters 6, 7, and 8 of Communicating Nature, author Julia Corbett discusses media and nature. In chapter 6 Corbett focuses on advertising. Corbett breaks down nature and advertising into four different categories: nature-as-backdrop, green product attributes, green image, and environmental advocacy. Corbett then goes on to discuss different examples of advertising and examines them with a critical eye. The author also brings up issues such advertising in education where corporations will provide schools with free educational material that may have advertisements or misleading messages. In Chapter 7 examines animals and how they are communicated. Corbett brings up that few people have regular interaction with wild animals and that many people’s perceptions of animals come from pop culture influences. The author also examines attitudes toward animals and the human preferences of animals. Corbett connects animals with advertising from the previous chapter and also connects animals with news media which is the topic of the next chapter. Corbett concludes chapter 7 with a discussion about animals on display as we see them in zoos. Chapter 8, as mentioned earlier, discusses nature and the news media. Corbett first examines the negative attitudes toward the news media. She then explores the way that stories are brought to the news media and how they are then presented. Corbett also brings up the importance of news media as a messenger of issues that the public might otherwise not be aware of.

Reflection

Many of the topics discussed in this chapter were not new or surprising to me. In the past I have taken classes on environmental subjects, and I have also taken a marketing class. The issue of nature and media has come up in all of these classes. The only area I have somewhat of an issue in is the area of honesty in green advertising. Many products that claim to be earth friendly are often just as bad if not worse for the environment as other products that don’t make a claim to be environmentally friendly. In one of my past classes about environmental sociology we discussed the fact that it is worse for the environment to go out and buy a new Prius than to keep driving an old gas guzzling car. Green products often have environmental tradeoffs. When you think about it the amount of energy that goes into manufacturing a brand new Prius in Japan that contains batteries with raw resources originating in South America and then having to ship the entire vehicle to Colorado, the environmental costs of driving an older less efficient vehicle that already exists are much lower. Marketing and the media create perceptions that it’s necessary to buy certain products in order to be “green” when in reality they are promoting the same system of consumption that has been predominant in American culture since the 1950’s. It’s great that corporations are recognizing the demand for environmentally friendly products, but at the same time there is a fundamental lifestyle issue that exists in modern society that needs to be changed. The conventional ways of communicating nature in advertising and media need to be examined and changed to match the lifestyle changes that need to occur to create a more sustainable lifestyle.

-John Heikes

Writing Assignment 6

Kara Grosse

September 15, 2011

Environmental Writing

Communicating Nature: Chapters 6,7, and 8

            Chapter six of Communicating Nature discusses the relationship between advertising and how the environment is portrayed. Advertisements show nature as perfect and unharmed. These ads link nature to material goods in order to achieve happiness and satisfaction. Corbett discusses four types of ads that contain the environment in some way:

“Nature-as-backdrop” is an advertisement where the environment is displayed behind the product being advertised. Therefore, nature is being used to help sell products subconsciously.

“Green Product Attributes” is an advertisement that focuses on the “good for the environment” aspects of the product, even if those aspects only make up 10% of the entire product. Therefore, consumers are being misled and not completely informed about what the “green attributes” are.

“Green Image” is when the company that makes the product is depicted as an environmental supporter through an image.  The name of their product is on the ad, but they are more focused on their “contribution “ to environmental good.  Yet, although this company may donate a tiny portion of their profits to an environmental agency, they are leaving out all that they do to harm the environment adversely. By omitting these essential facts, consumers are being “greenwashed”.

“Environmental Advocacy” is when a company advocates for environmental advocacy through their advertisement. Yet, these ads are technically illegal since they express political opinions.

Green ads vary depending on the consumer audience. It is all manipulated to portray what the advertisers think the consumers want to hear.  Corbett argues that “Green” ads are far from wholesome; in fact they are the same manipulative mechanisms as normal advertisements. It is all a sales mechanism.

Chapter 7 discusses the importance of animals to humans. Animals hold a distinct value to humans, and are an important way for us to connect with the natural world. Yet, our views of animals are easily tainted due to society. Things like the media and advertisements instill us with images of animals connected to representations of certain products, cultures, routines, etc. No matter how hard we try, we always have an instinctive, pop culture view of animals. We then think we “know” these animals since we are so familiar with their images, yet we have almost no idea of what they actually need and how they actually act in real life. Therefore, humans feel dominion over animals, a dominion elicited by ignorance.

Despite our inherent dominion, humans still have an instinctive need for animals’ presence. We have pets, go to zoos, and get excited about seeing animals. Due to this “need” that we have towards animals, Corbett argues that it is important to preserve them; through actions, depictions, and opinions.

In Chapter 8 Corbett argues that the news is not an effective means of portraying or bringing attention to environmental issues. In fact, it does a pretty terrible job. The news is not independent, and merely follows the current focuses and opinions of political powers, popular powers, and corporations. It quietly takes sides on certain issues by expressing them from a particular standpoint. So even though we “think” we’re getting an honest, unbiased newscast, we’re not; even the choices in which stories to headline is biased as well.

This heavily influences how environmental news stories are broadcasted. News media particularly draws attention to anthropogenic factors being affected by the environmental problem, and rarely draws attention to the nature or biodiversity of the area. Corbett argues that this is because humans are self-centered and the news media wants to keep their attention in order to maintain business. The news is merely just another product to be sold

 

Reflection:

These chapters came as no surprise to me, yet it is eerie to think how I, among society, am subconsciously influenced by advertising. I like to think that I am unbiased and view the world in a holistic lens, yet having grown up surrounded by media, this view can only last to a certain extent. I am aware of the influences behind mainstream news, and I therefore obtain all my news from independent sources. These sources, if not influenced by the government or corporations, are influenced by their journalists nonetheless. Although  it is a lesser of two evils, perfect, untainted information is almost impossible to come by, and it is a chilling reality.