advertising at the edge of the apocalypse by sut jhally

Man’s efforts, even at their mightiest, were tiny compared with the size of the planet — the Roman Empire meant nothing to the Artic or the Amazon. But now, the way of life of one part of the world in one half-century is altering every inch and every hour of the globe. (1989 p.46)
The situation is so bad that the scientific community is desperately trying to get the attention of the rest of us to wake up to the danger. The Union of Concerned Scientists (representing 1700 of the world’s leading scientists, including a majority of Nobel laureates in the sciences) recently issued this appeal:
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Human beings and the natural world are on a collision course. Human activities inflict harsh and irreversible damage on the environment and on critical resources. If not checked, many of our current practices put at serious risk the future that we wish for human society and the plant and animal kingdoms, and may so alter the living world that it will be unable to sustain life in the manner we know. Fundamental changes are urgent if we are to avoid the collision our present course will bring.
It is important to avoid the prediction of immediate catastrophe. We have already done a lot of damage but the real environmental crisis will not hit until some time in the middle of the next century. However to avoid that catastrophe we have to take action now. We have to put in place the steps that will save us in 70 years time.
The metaphor that best describes the task before us is of an oil tanker heading for a crash on the shore. Because of its momentum and size, to avoid crashing the oil tanker has to start turning well before it reaches the coast, anticipating it own momentum. If it starts turning too late it will smash into the coast. That is where the consumer society is right now. We have to make fundamental changes in the way we organize ourselves, in what we stress in our economy, if want to avoid the catastrophe in 70 years time. We have to take action now.
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In that sense the present generation has a unique responsibility in human history. It is literally up to us to save the world, to make the changes we need to make. If we do not, we will be in barbarism and savagery towards each other in 70 years time. We have to make short-term sacrifices. We have to give up our our non-essential appliances. We especially have to rethink our relationship to the car. We have to make real changes - not just recycling but fundamental changes in how we live and produce. And we cannot do this individually, we have to do it collectively. We have to find the political will somehow to do this - and we may even be dead when its real effects will be felt. The vital issue is “how do we identify with that generation in the next century?” As the political philosopher Robert Heilbroner says:

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