Born Out There: the Discursive Creation of Harmony Between Humans and Nature

Joachim Scholz, Queen’s University, Canada
Jay M. Handelman, Queen’s University, Canada
This paper analyzes how the myth of living in harmony with nature is discursively constructed via the representation of nature in advertisements. Differentiating between Arcadian and Dynamic images of nature, we explore the complexities of the harmony myth, and how this myth relates to divergent meanings of “sustainable consumption.”
[ to cite ]:
Joachim Scholz and Jay M. Handelman (2012) ,"Born Out There: the Discursive Creation of Harmony Between Humans and Nature", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1125-1125.