Being dismissed

No Impact Man is a documentary about Colin Beavan, who, along with his family, tried to live for a year in New York City with no impact on the environment. The Beavans lived practically trash free, without running electricity, ate food that came from only a 250 mile radius, and traveled around using only human power, among other things. Many people felt that Beavan undertook the project solely for searching for a topic for his next book, that the project was just a self-indulgent, privileged, power trip. Others thought he was sincere in his efforts. Some people changed their opinions over the course of the project.

Regardless of your opinion of Beavan and his efforts, what was undeniably surprising was the amount of media coverage he received. The blogosphere was abuzz. The New York Times, WNYC, media outlets from Japan, Italy, France, and elsewhere interviewed him and covered his efforts. Good Morning America followed his family around for several weeks.

The part of the movie that I found most fascinating was Beavan's relationship with a long time community activist and gardener, Mayer Vishner. In an effort to be more connected with the food he ate, Beavan helped Vishner work the land in a small community garden. Vishner looked exactly like someone who rallied during the sixties and seventies--long hair, bearded, with simple clothes. He and Beavan would sit in the kitchen and talk about how the project was going, but also about the larger issues that were being raised by the project. What must be done about American corporate capitalism? What about the fact that your wife writes for Business Week, which promotes this corporate capitalism? And what should be made of all the media coverage that Beavan was receiving?

Dorothy Day has said, "Don’t call me a saint; I don’t want to be dismissed so easily." Yet, Vishner believed that this was exactly what was happening to Beavan. All of the attention Beavan was receiving seemed to mean that he wasn't a threat to the system. That his advocacy would be viewed as extreme, impractical, unhygienic, and profoundly anti-American. This was apparent when Beavan was being interviewed by Diane Sawyer on Good Morning America. In one scene, she asks people in the audience whether they could ever do something like this. It sounded more like a parent asking their child, "Will you ever put your hand on the stove?", seeming to goad an answer of no. And that's exactly the answer that she got from the audience.

It is clear that Beavan has been able to reach a wide audience with his efforts, which to me seem sincere. In trying to affect larger policy issues, he has chosen to run for US Congress, as a Green Party candidate, to represent central Brooklyn. But what about his efforts to show people what might need changing in their daily lives?

Boycott - strategies and effectiveness

There have been several studies of the effectiveness of boycotts, primarily from the standpoint of consumerism and corporate targets. Pruitt and Friedman (not Milton), in 1986, wrote that, "...consumer boycott announcements appeared to have a highly significant negative effect on the stock prices of the target firms. Not only was there a significant statistical decrease in these prices following the announcements, but the overall market value of the target firms dropped by an average of more than S120 million (this is 1986, mind you) over the two-month post-announcement period."

A more modern academic, Brayden King from Northwestern, has pointed to the effectiveness of targeting a company's image, and not necessarily aiming to affect or decrease sales. His work speaks to the confluence of corporate standing, media attention and declining sales. He finds that a boycott will exert the most influence when there is a lot of media attention on it. However, declining sales have an insignificant bearing on the success of the boycott. The most important thing to target is corporate reputation. A company with a weak reputation is more likely to cede to boycott demands, whereas a company with a strong reputation is not likely to be affected, regardless of sales levels.   

Here is a laundry list of items to think about when organising a successful boycott:

• Have a clear issue - keep them cognitively simple and emotionally appealing
• Have a visible target - like...BP! Or not...??
• Have clear alternatives to the boycotted products - when the Rainforest Action Network boycotted Burger King because of their "rainforest beef," people not only boycotted Burger King, but supported their competitors McDonald's and Wendy's. (I know, it's still sad.)
• Make sure the violations are visible - Violations are visible in our kitchens, sidewalks and countrysides, and on highways. Check!
• Have an organised effort - although many personal boycotts can have the effect of an organised one

Here is where I think my personal cultural boycott of trash rates with the laundry list. I think the issue is pretty clear, as I have delineated over the past eight months with pictures, guest bloggers, anecdotes and ethical and philosophical reasons. My targets are "consumerism" and "culture." Hmmm, these seem incredibly vague. Maybe I need to work on the visibility of the target. Since trash has been raised into consciousness, it is clearly visible to me. Although it is clearly visible to other people as well, they are desensitised to it. I have found incredible success in just talking to people, no statistics, no facts. Everyone knows trash. As I have mentioned in several posts (here, here, here), the alternative is to make use of what we have already - I am still alive, and I am still happy. I am still waiting to hear from people about their no-trash stories.

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What does a pile of plastic bottles from just one section (of about 33) of a UM American football game look like?

 but Samantha is super cute.