advertising at the edge of the apocalypse by sut jhally (episode 7)
The End of the World as We Know It

The consumer vision that is pushed by advertising and which is conquering the world is based fundamentally, as I argued before, on a notion of economic growth. Growth requires resources (both raw materials and energy) and there is a broad consensus among environmental scholars that the earth cannot sustain past levels of expansion based upon resource- intensive modes of economic activity, especially as more and more nations struggle to join the feeding trough.
The environmental crisis is complex and multilayered, cutting across both production and consumption issues. For instance just in terms of resource depletion, we know that we are rapidly exhausting what the earth can offer and that if the present growth and consumption trends continued unchecked, the limits to growth on the planet will be reached sometime within the next century. Industrial production uses up resources and energy at a rate that had never before even been imagined. Since 1950 the world’s population has used up more of the earth’s resources than all the generations that came before. (Durning 1991 p.157) In 50 years we have matched the use of thousands of years. The west and especially Americans have used the most of these resources so we have a special responsibility for the approaching crisis. In another hundred years we will have exhausted the planet.

But even more than that even, we will have done irreparable damage to the environment on which we depend for everything. As environmental activist Barry Commoner says:
The environment makes up a huge, enormously complex living machine that forms a thin dynamic layer on the earth’s surface, and every human activity depends on the integrity and proper functioning of this machine…This machine is our biological capital, the basic apparatus on which our total productivity depends. If we destroy it, our most advanced technology will become useless and any economic and political system that depends on it will flounder. The environmental crisis is a signal of the approaching catastrophe. (Commoner 1971 p.16-17)

The clearest indication of the way in which we produce is having an effect on the eco-sphere of the planet is the depletion of the ozone layer, which has dramatically increased the amount of ultraviolet radiation that is damaging or lethal to many life forms on the planet. In 1985 scientists discovered the existence of a huge hole in the ozone layer over the South Pole that is the size of the United States illustrating how the activities of humans are changing the very make-up of the earth. In his book The End of Nature Bill McKibben reminds us that “we have done this ourselves…. by driving our cars, building our factories, cutting down our forests, turning on air conditioners.” (1989 p.45) He writes that the history of the world is full of the most incredible events that changed the way we lived, but they are all dwarfed by what we have accomplished in the last 50 years.

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