chapter 2

Chapter 2: This chapter discusses the wide range of environmental ideologies expressed throughout the world, and how those ideologies shape our relationship(s) with the environment. Historically, the majority of western societies have adopted anthropocentric perceptions of nature. This ideology typically forms an instrumentalist relationship with nature, in which nature exists solely for our exploitation/domination. The chapter also discusses religions (specifically christianity) role in people developing anthropocentric ethics. However, the chapter also examines the opposite side of the spectrum with ecocentrism and more ‘environmentally friendly’ ideologies such as preservationism and conservationism.

 

Reflection: This chapter left me somewhat depressed in thinking of how long we have abided by anthropocentric views of nature. Most of the exploitation and degradation caused by our instrumentalist actions is irreversible and will cause seemingly insurmountable problems for future generations. While we are surely in the midst of a ‘green movement’ many of our transforming environmental ideologies are not quite radical enough and do not look to change the more fundamental human ideals that are the root of our anthropocentricity.

chap 6, 7, 8

Chapter 6:  Chapter 6 discusses the idea of ‘green’ advertising and how marketers have developed techniques to manipulate viewers into believing products are environmentally friendly. Advertisers use certain imagery (nature backdrops, waterfalls, mountains etc.) and slogans such as ‘renewable’ or ‘recyclable’ to evoke a feeling of a environmentally sound/responsible purchase in consumers. However, it is often the case that these advertising techniques bear very little truth and are no more than ploys to appeal to the modern ‘green’ trend.

 

Chapter 7: Chapter 7 discusses the role of animal imagery in advertising as well as the way pop culture and history have shaped our perceptions of different animals. Throughout time (and wit the help of media), we are raised with preconceived notions about animals; foxes are associated with slyness, dolphins are friendly, cockroaches are disgusting etc.. Many of these associations seem instinctive for humans but upon further thought do they really have any foundation?

 

Chapter 8: Chapter 8 discusses the role of news/media as a ‘guard dog’ in reporting on environmental issues. The media has a tendency to portray environmental issues in a certain biased context as to protect their investments in certain institutions/relationships. The author argues that the media should take a different, unbiased role in reporting on environmental issues as to initiate a more effective and informed environmental movement.

 

Reflection: These 3 chapters were very interesting in how they analyzed how humans perception of animals, the environment and environmental issues is shaped by pop culture, media, and broader social institutions. It is clear that throughout history our views of nature have been distorted to favor environmental unawareness and that for a success environmental movement (sustainability) to be mounted, we need to start altering our misled perceptions of the environment. As for advertising, we as consumers need to be more aware of green marketing ploys used by advertisers and look into the true environmental benefit/harm of products; doing so will eventually force companies to develop truly environmentally friendly products because that’s what we, the consumers, are demanding.

Chapters 6,7,8

Chapter 6: Advertising is found throughout our environment since its firm placement in American capitalism after World War II. This chapter focuses on how nature is used, in many forms, in advertisements in order to provoke our sense of moral self to promote a commercial good. Julia Corbett looks at how the use of anthropomorphizing wild animals draws in the viewer through emotional connections with these animals. The author also raises claims of green imaging their product or company to grab the ‘doing the right thing’ moral side of people in order to succumb to their vulnerability and purchase their product.

Chapter 7: Current pop culture animal representations perceive a false notion of the actual animal’s wild attributes or characteristics is discussed in this chapter. Along with the emotional human-animal relationship and how the symbolic power of certain animals creates certain connections with human emotions that is used in advertisements or by environmental groups. The author also explores why our connection with animals plays an important role in our culture.

Chapter 8: The author explores the effects of the power of media has on shaping the social reality of our world. Environmental news can cover a wide spread of issues from political and business to science and health-but the issues that are covered by a widespread distribution of media gets the most attention by its viewers.

 

Reflection: When I watch ads that pump up a company on their positive environmental conscience or when a product says it reuses, etc. for the sake of your own moral efforts for the environment want to believe these advertisements. Since so many of these are unregulated for their actual green activities, before I have to buy a product do I have to do my own research before using the product? Does it make it all right for a company like Nature Valley bars to not produce so much waste in their production and packaging if they give so much money to the Nature Conservancy? It reminds me of emissions taxing-its all right to pollute as long as you pay for it. For the vast majority of people, they perform a 9 to 5 job in an office building and for their holidays they most likely take a break from reality and take off into the wilderness to go camping or fishing. To use nature as a selling tool isn’t a bad way to go especially since ‘nature’ is becoming even scarcer through the years and as Americans who are always wanting more, the want to a scarcity that is now in high demand is being lapped up by ad agencies to sell their product.

 

-Hannah Spaulding