Book Review: Red Sky at Morning: America and the Crisis of the Global Environment A Citizen’s Agenda for Action
Identifieur interne : 005553 ( Istex/Corpus ); précédent : 005552; suivant : 005554Book Review: Red Sky at Morning: America and the Crisis of the Global Environment A Citizen’s Agenda for Action
Auteurs : Ronald SavittSource :
- Journal of macromarketing [ 0276-1467 ] ; 2006-06.
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DOI: 10.1177/0276146705285686
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xml:lang="EN"><front><journal-meta><journal-id journal-id-type="hwp">spjmk</journal-id><journal-id journal-id-type="publisher-id">JMK</journal-id><journal-title>Journal of Macromarketing</journal-title><issn pub-type="ppub">0276-1467</issn><publisher><publisher-name>Sage Publications</publisher-name><publisher-loc>Sage CA: Thousand Oaks, CA</publisher-loc></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.1177/0276146705285686</article-id><article-id pub-id-type="publisher-id">10.1177_0276146705285686</article-id><article-categories><subj-group subj-group-type="heading"><subject>Articles</subject></subj-group></article-categories><title-group><article-title>Book Review: Red Sky at Morning: America and the Crisis of the Global Environment A Citizen’s Agenda for Action</article-title></title-group>
<contrib-group><contrib contrib-type="author" xlink:type="simple"><name name-style="western"><surname>Savitt</surname><given-names>Ronald</given-names></name><aff><email xlink:type="simple">rsavitt@comcast.net</email></aff></contrib></contrib-group>
<pub-date pub-type="ppub"><month>06</month><year>2006</year></pub-date><volume>26</volume><issue>1</issue><fpage>97</fpage><lpage>99</lpage><custom-meta-wrap><custom-meta xlink:type="simple"><meta-name>sagemeta-type</meta-name><meta-value>Reviews</meta-value></custom-meta><custom-meta xlink:type="simple"><meta-name>search-text</meta-name><meta-value> simply to grasp the concepts of belief, want, intention, and action. The reason-giving explanation is tied to practical reasoning whereby people typically do what they have good reasons for doing. Even empirical psychology, although it can undeniably throw light on various elements of human behavior, supplements but does not displace our ordinary explanations of human behavior, and the same applies to neuroscience. The position of Bennett and Hacker is controversial in phi- losophy. In fact, Brown (2001), a philosopher of science, argues that philosophers today generally hold that "reasons are causes and reason explanations are causal explanations" of action (p. 152). Fay's (1996) view on reasons as causes is more nuanced than Brown's. He argues, in line with Bennett and Hacker, that reasons in themselves cannot possibly be the cause of anything as the content of thought is neither a state, nor an event, nor a process. But those who argue similarly usually go on to claim reasons are simply justifications for action. But Fay does not go this route, arguing that the real (causal) reasons for action must be understood to mean the practical reasoning process that caused the person to act. He agrees that the reasoning process that causes the person to act may not always be conscious or amenable to recall or even capable of verbalization. This is often recognized in market- ing and acknowledged when we say respondents may ration- alize when the real reasons are lost in time. In accepting that there is no "unvarnished" view of the world, we have slipped, according to Bennett and Hacker, into accepting that all observation is theory laden. As the authors say, this is false since to observe, say, that there is a car in the road outside is not theory laden. Yet most of our observations are of this nature, not theory laden but simply concept dependent. Many of us have failed to make this dis- tinction in marketing. Bennett and Hacker offer us a different perspective on many issues in neuroscience and cognitive psychology. The perspective arises from a rigorous application of conceptual analysis. But on the basis of conceptual analysis alone, it is difficult to see how these criticisms could be made so asser- tively: it is not always easy to distinguish the purely logical from what might demand empirical support. The answer lies in the substantial knowledge of the current state of neurosci- ence displayed in the book. Most in marketing cannot be experts in neuroscience and bow to relevant expertise. I have endorsed things that are criticized in this book, yet I accept most of Bennett's and Hacker's critique. Even if I have reser- vations at times, I still conclude that this is a remarkable book and a masterpiece of what we mean when we talk about interdisciplinary research. REFERENCES Brown, James, Robert. 2001. Who rules in science? Cambridge, MA: Har- vard University Press. Damasio, Antonio R. 1994. Descartes' error: Emotion, reason and the human brain. New York: Grosset/Putnam. Fay, Brian. 1996. Contemporary philosophy of social science. Oxford, UK: Basil Blackwell. Fischer, David H. 1970. Historians' fallacies: Toward a logic of historical thought. New York: Harper & Row. Harré, R., and P. F. Secord. 1973.The explanationof social behavior. Totowa, NJ: Littlefield, Adams. LeDoux, Joseph. 1998. The emotional brain. London: Weidenfeld & Nicolson. Libet, B. 1993. Unconscious cerebral initiative and the role of conscious will in voluntary action. In Neurophysiology of consciousness. Boston: Birkhauser. Ryle, Gilbert. 1949. The concept of mind. New York: Barnes & Noble. John O'Shaughnessy Joshua2983@comcast.net RED SKY AT MORNING: AMERICA AND THE CRISIS OF THE GLOBAL ENVIRONMENT A CITIZEN'S AGENDA FOR ACTION James Gustave Speth New Haven, CT: Yale University Press, 2004 DOI: 10.1177/0276146705285686 Beyond the din of war, terrorism, and pandemics lurks the global environmental crisis. Yes, another book on environ- mentalissues but not justanother book. James Gustave Speth, dean of Yale's School of Forestry & Environmental Studies, provides a clear understanding of why worldwide efforts to halt environmental degradation have failed. Clearly written with significant detail, Web sites for further investigation, and a clear understanding of why new efforts must be under- taken, this is the book by which all subsequent efforts will be measured. Falling short only in developing how the agenda will be executed, the book demands serious consideration and dis-cussion. The treatise is based on three premises. One, environmen- tal successes of the past have deluded us into thinking that the same system can be used to manage today's global environ- ment. They were successful because they were "hot issues" for which there were definable solutions. DDT and PCBs stand out as two important examples. Two, today's chal- lenges are global challenges that "cut across economic sec- tors and geographical regions" that cannot be addressed on an issue-by-issue basis nor "by one nation or even by a small group of nations acting alone" (p. 151). Finally, the present system of international agreements is not appropriate for the current and future challenges. What is needed is environmen- tal governance, not a world government but a system that includes "non-governmental communities, for-profit and not- for-profit" that has already been successful in meeting eco- nomic and social matters (p. 77). We need to find new ways of JOURNAL OF MACROMARKETING 97 solving the current crisis. That will not be easy; it requires new vision, new commitments, and new policies. The book is divided into four parts; the first three describe the global environmental challenges, the world's response, and the means for facing up to the causes. The last part, "The Transition to Sustainability," continues with responses; pres- ents the agenda; and concludes with references, resources for citizens, and a bookshelf for further reading. The discussions are clearly organized, well argued, and easily understood; there is no attempt to overwhelm the reader with lots of difficult scientific studies, to hide behind one position or another at the cost of blurring controversies, or to blame any single American administration, although even the best share the blame. Speth supports his primary the- sis, "an international movement of citizens and scientists, one capable of dramatically advancing the political and personal actions needed for the transition to sustainability" (p. 197). Speth's basic question is "Can the world be saved?" His enthusiastic answer is yes if we begin now and if we engage in a different approach. The argument is based on a variety of ideas. Principles from various disciplines including law, eco- nomics, politics, social relationships and international affairs are used. Chapter 1 illustrates the "world of wounds." Rather than offering a list of horror stories, the discussion focuses on the basic problems that must be tackled. He establishes that "our activities are causing rapid, novel, and substantial changes to the Earth's ecosystem" (p. 20). Chapter 2,"Lost in Eden,"pres- ents an analysis of the drivers of the ecosystem's deteriora- tion; these are the bases for his program of transition devel- oped later in the volume. Pollution and climate change in chapter 3 complete the materials of the first part. Speth gives full marks to environmental programs that have been used to control their effects, especiallythe CleanAir Act of 1970. But he clearly established that we have created the "illusion that the problem is solved. Yet we merely created a fool's paradise for ourselves, for the more serious pollution problems are chronic, insidious, and global" (p. 73). Among these, he dis- cusses those stemming from anthropogenic nitrogen that can contribute to smog, acid deposits, global warming, and ozone depletion (p. 72). In part 2, Speth introduces the elephant in the room by examining the current approach to international environmen- tal management. Chapter 4 reviews the "standard model"-- "that of first negotiating a general framework convention that defines the problem and provides for agreement on broad pol- icy issues" (p. 91). The process evolves through international negotiation whose purpose isto define the problem, to engage in fact finding and agenda setting. The second stage is the negotiation of what actions to take place followed by formal adoption. Finally, individual governments must implement the agreement (pp. 93-95). "The Montreal Protocol" has been relatively effective in the control of ozone, but it is an excep- tion rather than the norm. This approach requires significant negotiation, compromises, and the will to implement and enforce. Most governments engage in the process, but the results are often a far cry from what was required. At the end of the day, they can decide what they want to support. The Kyoto Protocol is a classic example of the difficulties of mak- ing progress as a result of the American administration's decision not to participate. While the protocol will go ahead, the impact is bound to be less than it might be (pp. 89-90). Chapter 5 elaborates on what describes "anatomy of fail- ure." It opens with a comparison of domestic agendas of the 1970s and global agendas of the 1980s. In summary, these represent the shift from easily understandable, local, acute problems to complex, remote, future, and chronic problems (p. 100). After a review of the difficulties of working with the "standard model" to solve the later agenda, he provides a set of three conditions that affect present efforts, namely, the environment versus the economy, the North versus the South, and the United States versus the world. Within the current framework, these resulted in the following: "The root causes of deterioration have not been addressed seriously, weak multinational institutions have been created, consensus- based negotiating procedures have ensured mostly toothless treaties, and the economic and political context in which trea- ties must be prepared and implemented has been largely ignored" (p. 116). The ten drivers of environmental deterioration are pre- sented in chapter 6. These include population, affluence, technology, poverty, market failure, policy and political fail- ure, the scale and rate of economic growth, the nature of our economic system, our culture and its values, and forces loosed upon the world by the globalization of the economy (p. 120). Globalization is not blamed for all of the environ- mental issues. Most of them existed long before the recent period of active global expansion. In chapter 7, he argues that what is wrong with globalization is that it has not included sustainable development. On the basis of a review of various views and an analysis of opinions, he writes, "Globalization may help environmental quality" (p. 145). Among the vari- ous positive factors is the governance system that can be used in an environmental context if it is consciously applied for people and the environment" (p. 147). The final part presents what Speth regards as the transition to sustainability. It is based on attacking the root causes. There is little argument with the view that a series of transi- tions must take place in the near future, and he is correct in recommending that they must be done on a global basis. But saying and doing are dramatically different issues. These are apple pie and motherhood issues. The first six are discussed in detail in chapter 8; these include a stable or smaller world population, a world free of mass poverty, environmentally benign technologies, environmentally honest prices, sustain- able competition, and knowledge and learning. The remaining transitions, governance and cultural and consciousness,arepresentedinchapters9and10,respectively. 98 JUNE 2006 In the former, he recognizes that the starting point for all of this is the need for "capable, accountable, and democratic govern- ments" (p. 173). These should be the universal goals for all societies, but they seem as far away from realization as they have ever been. The time it takes for these to develop in even small degrees may be well past the time that the environment can be saved. Although principled in his approach, Speth does not deal well with the imperfections not only in markets but also in individuals. The arguments remind me of a period in wage-driven inflation when a prominent economist said, "If only everyone would stop asking for more money, there would be no inflation!" There is no doubt that a different governance regime is called for, but it is not clear what incentives and rewards there are for those engaged in trying to develop such a system. With an unending belief that a market economy will solve all the world's problems, there is no reason to suspect that individual economies will give up the way they do business now. I eagerly waited to learn how these transitions would come to fruition. Unfortunately, that never was realized. It is not that I wanted a detailed list of what to do and when, but I had hoped for more than what Speth provides. This is the one place where he seems to be writing to the convinced and con- verted rather than engage in the dramatic tasks of convincing and converting. There is great merit in recognizing the role of individual responsibility, but I am not certain he understands who the individuals are. I wonder what it is going to take to convince all of us not to purchase what we should not, what it will take to convince those in the developing world not to emulate what we have done, especially the Chinese who pro- duce so much of what we might not really need, and what is required to change American valuestoward the environment. The great dilemmas are in the basic conflicts between the here and now and the future. In a period when instant gratifi- cation is easier to market than long-run environmental pro- tection, when jobs versus the environment offer a strong political base, and when profits and market performance out- weigh the values of sustainability, it is going to be very diffi- cult to engage in Speth's transitions. Perhaps I am too pessi- mistic, and if that is the case, it is significant that someone so close to the challenges has such optimism. All of this is brought to the reader in the Earth Charter that is included as part of the unfinished business of the Rio Earth Summit (pp. 193-194). In spite of reservations, this is an important book that needs study and whose recommendations need implementa- tion. As with everything, education is needed, and this small volume might be the starting point to restructure what we teach about the interconnections and how to engage in that process. His early point may well be the answer: "Ensure that every student who emerges from school is environmentally literate, close the widening gap between science and the pub- lic, and train a new generation of environmental profession- als" (p. 169). For certain, this is a noble goal but one that is always a moving target, given all the other forces in the world that require attention. Ronald Savitt rsavitt@comcast.net CALL OF THE MALL: ON THE GEOGRAPHY OF SHOPPING Paco Underhill New York: Simon & Schuster, 2004 DOI: 10.1177/0276146705285690 Paco Underhill's first book titled Why We Buy: The Sci- ence of Shopping was an international best-seller and trans- lated into eighteen languages. The book provided a retail anthropologist's perspective on micro consumer behavior. Specifically, the text focused on behavior occurring inside of a store. The insights were based on the findings of Underhill's thriving global research and consulting firm, Envirosell, with offices in the United States, Europe (Italy), Brazil, Japan, Turkey, and Russia. Based on ethnographic (observational) research, the book described the following principles among other observations: the invariant right--the tendency for shoppers (U.S.) to enter a store and turn to the right; the de- compression zone--the need for shoppers to transition from being outside a store to being inside a store; butt-brush-- shoppers'dislike of feeling crowded; and petting--the desire to touch merchandise. He also discussed the importance of designing signage with its eventual location in mind and the importance of altering the customer's perception of time with diversions, such as point-of-purchase displays. In his follow-up book, The Call of the Mall: On the Geog- raphy of Shopping, Underhill continues the discussion of shopping, but this time,he centers the discussion primarily on the regional, enclosed shopping mall. The book is written as a first-person narrative and is structured as a series of vignettes concerning a visit to a typical suburban mall. The chapters are very concise, and each focuses on one major idea. The con- tent reflects Underhill's perceptions of micro shopping behavior, but unlike its predecessor, it raises some questions that concern macromarketers. As the synopsis on the book jacket suggests, this text, because of its subject matter, has implications for how we live, work, play, and spend. The prologue begins by listing reasons why a person might be at a mall (e.g., to buy stuff, because we are bored, because everybody else is, because we are here, etc.). Read as a poem, this opening hints at one major theme of the text, namely, the idea that the mall is a part of life in America. Especially for generations X and Y, being at the mall does not require any thought or justification. The mall represents a place that symbolizes independence and community. While JOURNAL OF MACROMARKETING 99 </meta-value></custom-meta></custom-meta-wrap></article-meta></front></article></istex:document></istex:metadataXml><mods version="3.6"><titleInfo lang="en"><title>Book Review: Red Sky at Morning: America and the Crisis of the Global Environment A Citizen’s Agenda for Action</title></titleInfo><titleInfo type="alternative" lang="en" contentType="CDATA"><title>Book Review: Red Sky at Morning: America and the Crisis of the Global Environment A Citizen’s Agenda for Action</title></titleInfo><name type="personal"><namePart type="given">Ronald</namePart><namePart type="family">Savitt</namePart><affiliation></affiliation><affiliation>E-mail: rsavitt@comcast.net</affiliation></name><typeOfResource>text</typeOfResource><genre type="review-article" displayLabel="review-article" authority="ISTEX" authorityURI="https://content-type.data.istex.fr" valueURI="https://content-type.data.istex.fr/ark:/67375/XTP-L5L7X3NF-P">review-article</genre><originInfo><publisher>Sage Publications</publisher><place><placeTerm type="text">Sage CA: Thousand Oaks, CA</placeTerm></place><dateIssued encoding="w3cdtf">2006-06</dateIssued><copyrightDate encoding="w3cdtf">2006</copyrightDate></originInfo><language><languageTerm type="code" authority="iso639-2b">eng</languageTerm><languageTerm type="code" authority="rfc3066">en</languageTerm></language><relatedItem type="host"><titleInfo><title>Journal of macromarketing</title></titleInfo><genre type="journal" authority="ISTEX" authorityURI="https://publication-type.data.istex.fr" valueURI="https://publication-type.data.istex.fr/ark:/67375/JMC-0GLKJH51-B">journal</genre><identifier type="ISSN">0276-1467</identifier><identifier type="eISSN">1552-6534</identifier><identifier type="PublisherID">JMK</identifier><identifier type="PublisherID-hwp">spjmk</identifier><part><date>2006</date><detail type="volume"><caption>vol.</caption><number>26</number></detail><detail type="issue"><caption>no.</caption><number>1</number></detail><extent unit="pages"><start>97</start><end>99</end></extent></part></relatedItem><identifier type="istex">AB5CB3C3936D29CAC54C63879E936E3354AF479C</identifier><identifier type="ark">ark:/67375/M70-R58QXM31-H</identifier><identifier type="DOI">10.1177/0276146705285686</identifier><identifier type="ArticleID">10.1177_0276146705285686</identifier><recordInfo><recordContentSource authority="ISTEX" authorityURI="https://loaded-corpus.data.istex.fr" valueURI="https://loaded-corpus.data.istex.fr/ark:/67375/XBH-0J1N7DQT-B">sage</recordContentSource></recordInfo></mods><json:item><extension>json</extension><original>false</original><mimetype>application/json</mimetype><uri>https://api.istex.fr/document/AB5CB3C3936D29CAC54C63879E936E3354AF479C/metadata/json</uri></json:item></metadata><serie></serie></istex></record>Pour manipuler ce document sous Unix (Dilib)
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