1 ola sustainable innovation two themes: -ecological footprint -herbert marcuse’s critique of...
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OLA Sustainable Innovation
Two Themes:-Ecological Footprint
-Herbert Marcuse’s Critique of Consumer Society
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"Earth provides enough to satisfy every man's need, but not every man's greed"
Mahatma Gandhi
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What is the ecological footprint?
• Idea of equality of all human beings-> How many earths would we need?
Calculation method: global hectareAvailable: 1,8 haIndian: 0,8 haAmericans: 9,6 haEuropeans: 5 haFor Europeans we need about 2,7 planets
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Let’s have a look at your own results of the calculation!
What surprised you?
What did you find helpful (or not)?
First: related to specific fields:
• Housing
• Nutrition
• Mobility
• Consuming
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On the ecological footprint in general
• What are its limitations:– As to what it can measure?– As to what impact it can have?
• What are its benefits?
- How could it influence personal behavior?
- How can it help you designing/marketing (etc.) in the ‘green’ field?
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Associations?
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Herbert Marcuse (1898-1979)
• Marcuse’s criticism of consumer society
• Influence of two authors:– Karl Marx– Sigmund Freud
- Summary of this lecture will be available at the internet
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Why Philosophy?
• Socrates (400 bc): keep asking irritating questions• Try to have a look at themes from a completely different
angle• You do not need to agree, but you need to get ‘under
their skin’ first, in order to make adequate judgments
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Student revolts May ‘68
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Marcuse: “What is important in life?”
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Criticism of consumer society
• 20th century: Rat Race: working harder, in order to earn more, in order to buy more
• Do we really do those things we find most important in life?
• And if not: why not?
-> The “system” determines our desires and our priorities!
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The Creation of needs
• The system needs economic growth
• In order to achieve that it needs constant innovation
• In order to innovate it needs insatiable customers to whom it can sell
• Therefore it creates needs
• We all want the newest, fastest, most trendy…you name it!
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Brainwash!
• We are made to believe that we cannot do without … the newest mobile phone, flat screen, etc.
• And the worst thing is: we believe it is our own inmost desire
• “Human Technik”: with the help of neurological, psychological and marketing insights we are being “programmed”
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One-Dimensional Man
• We all want the same; all noses point in the same direction
• Everyone who thinks different is– Reintegrated into the system– Excluded from the system
But if we live in this “Brave New World”, why don’t we resist? Why don’t we revolt?
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Karl Marx (1818-1883)
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Misery in the 19th century
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Revolution!
• Proletariat: “Verelendung”– They experience every day that they are
being enslaved. Their anger grows
• Capitalists: Get richer and richer
• Result: “revolutionary potential” grows
-> spontaneous revolution
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Situation in the 20th century
– The system has got much more smart– The working class has been ‘ecapsulated’ into
the system: “Happy consciousness”
->They want their own (mental) slavery!– Repressive tolerance: two examples
1) Demonstrations allowed
2) Pornography legalized
-> Result: revolutionary potential is effectively channeled and discharged
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Radical contradictory society
• We believe that we are free, but mentally we are even more unfree than the proletariat of the 19th century
• We have the means to feed the whole world, but there have never been more poor people
• The system actively keeps us “deaf” and “blind” – What is a freedom fighter, what a terrorist?– What is a “surgical” operation at war time?– Why all this attention for “external enemies”?
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Hope for the future?
• The outcasts are not yet completely in grip of the system
• Who are they?– The voluntary outcasts (intellectuals, artists, etc.)– The involuntary outcasts (handicapped, poor, etc.)
They are being “pathologised” by the system.
Marcuse: dare to believe the “impossible”, dare to search for “Utopia”, dare to live for those things that are really important
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“Happy conscience”
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Discussion
Central concepts as fuel for the discussion:
“What is most important in life?”“Paradigm of economic growth”“Creation of needs”“Happy consciousness”“Human Technik”“Repressive tolerance”