“EcoMedia” parodies ecological media


If you can’t see the video, click here.

Hmmm. This EcoAd campaign is a new effort by EcoMedia,* a project owned by CBS (yes, the mega media corporation CBS). The way it works is that partners advertising on CBS can get a little synthetic leaf logo on their ad to indicate they are participating in something vaguely green. A portion of the ad sale goes towards some community sustainability project.

In the language of EcoMedia’s Website:

“The bottom line: EcoMedia’s sustainable media model, recognizable to consumers as our EcoAd, is a classic win-win. It’s advertising that does more for companies, more for communities, and more for the environment.”

But what exactly do they mean by “sustainable media”? Let’s look at an example:


If you can’t see the video, click here.

If you are at all versed in the problem of global climate change, it’s a real stretch to see on what planet this constitutes ecological advertising. Fundamentally, the only real sustainable media is media that challenges the idea of growth and neo-classical capitalism. I can’t imagine how this kind of consumerism and sustainability are compatible. Nor do I see mega-corporations like CBS really interested in undermining the economic model that makes them rich.

This would be utterly comical if it were not so dangerous. Car culture is the leading reason why we have climate change. Branding straight-up planet destroying consumerism as eco-friendly is so unconscious it boarders on insanity. Never mind. It is insane.

I poked around the Website to see if they had any standards or criteria for the kinds of ads or companies they would do business with. No such luck. No definition of sustainability, no explanation of ethics.

So if BP wanted to run an EcoAd, would EcoMedia do it?

I don’t want to be a pure negationist by asserting that no good can come from this. I’m sure the organizations who get funding from the program deserve it. But from the standpoint of someone trying advocate real sustainable media that promotes cultural change, this kind work really poisons the water (sorry for the cliched metaphor, but it’s appropriate). In particular, by muddying the concept of sustainability it makes it more confusing to advocate for real ecological media to counter the pro-growth consumer consciousness that is at the root of the CBS’ business model. Not only do we have to undo the damage of normal car ads, now we have to deal with this mind frak. Fortunately, this campaign is so clearly lame, hopefully even half-witted, TV colonized zombies can see through this deception.

If you feel compelled to do something about this foolishness, you can click over to the Center for Environmental Health to participate in a campaign trying to stop this nonsense.

* Not to be confused by the great book by Sean Cubitt.

Media literacy as ecological homeopathy

Media literacy and ecoliteracy people are worlds apart. Media educators don’t prioritize sustainability because ecology is perceived to be the realm of the natural sciences. For example, education programs are often outdoors or garden oriented. Nothing wrong with those kinds of workshops, but if we continue to ignore the cultural and technological dimension of ecology, frankly we’re screwed, because the ecological crisis is a cultural crisis. We can add to that, of course, that it is also a spiritual problem. But a culture without a holistic spirituality is a dying culture, anways. So the issues are related.

Then there are the environmental educators who refuse to engage technology because of its perceived corrosiveness. At the Bioneers conference, for example, I met with anti-TV crusader Jerry Mander to discuss the possibility for incorporating media literacy into environmental education. He told me that it was a good idea but that he was against it because it would make media more interesting. But that is exactly the point: we want people to get more interested in media, not as passive consumers but as a means for understanding the “system” (however broadly we want to define it) and for learning how to be empowered practitioners.

I’m a fan of the idea that media are “institutions-to-think-with.” Play with and use them to understand human communications, technology, economy and perception. In this sense, media literacy can be a kind of homeopathy. By engaging it holistically, mindfully and holistically we stand to gain amazing insights. We can learn how the system thinks.

For those unfamiliar with homeopathy, it is a kind of healing practice in which people take small doses of the very thing that ails them in order for the immune system to learn how to adjust to the ailment. Granted, I am nervous about using medical metaphors for the “problem” of media. In many ways the kind of media literacy I’m opposed to is the kind that takes the medical approach by viewing “bad” media as a disease that needs to be excised like a cancer tumor. This is an industrial kind of medicine that views the body as a machine needing to get fixed. It lacks a holistic dimension that looks at illness from multiple perspectives, such as the mental and spiritual state of the patient. Nor does it take into account the person’s environment, including diet, pollutants and stress.

Media literacy as homeopathy has the same unintended consequence of a college degree. We forget that an education is not just about learning the liberal arts, but its also learning how the system wants us to think and what is appropriate intellectual practice. In my Peace and Conflict Studies program at Cal, the best undergrad course I ever took was on epistemology. In it we read Kuhn’s The Structure of Scientific Revolutions and studied how the university mirrored the global economic infrastructure.

It is so meta. You can walk around UC Berkeley’s campus and see the embodiment of the world system (by this I mean the economic, political and military design mechanisms of neoliberalism). There’s the law school that trains the lawyers who draw up the biz contracts; the engineering school (named after Bechtel) that trains the dam builders; the physics department that works on weapons systems; the ROTC that prepares military officers; and so on. You can also see how the UC regents have deep ties to the military industrial complex and global petroleum oligopoly. All of a sudden the university’s image as a bastion of “free speech” becomes a misleading ruse. Sure, in a university with over 40,000 students there is a niche for peace studies, but when I graduated, there were only 12 of us in my class. There’s always a space to keep the dissidents happy.

The point is, I learned more than I bargained for when I got my degree. I learned not just the content and grammar of the liberal arts paradigm, but its form as well. This is not to say that most well-meaning university professors and administrators don’t believe in the enlightening benefits of the liberal arts. Indeed, there are many good aspects to the democratic and humanistic traditions of education, but can this structure as it exists today adequately confront the challenges of a structure encountering its material limits, poisoning its living system and gutting its social fabric? Is the university up to the task of challenging the prevailing “wisdom” that education should be reduced to a business paradigm that views itself as a factory that manufactures students to reproduce the same destructive logic that has brought us to the brink of ecological catastrophe?

Going back to the discussion of media literacy as homeopathy, what I’m getting at is that there is tremendous benefit to learning media’s “cultural form” (to barrow from media educator David Buckingham). Being a literate media practitioner enables us to be “bridgers.” After all, “media” really mean something “in-between”: they mediate. To bridge a sustainable world, we will need to mediate the past with the future. Media education, in my view, is one technique for doing so for it enables us to map paradigms in order to change them.

The ecopyschology of cell phones

Cingular uses a “family tree” metaphor to describe its service

For my digital media class I gave my students a non-digital assignment. I asked them to walk into Rome and get lost. No phones, no maps, no iPods, no books, no pens, no media. The idea was to defamiliarize their digital environment by removing them from it. The other point was to have them observe different aspects of urban design and to pay attention to how specific spaces “afforded” particular interactions.

In a city 3,000 years old, it is a good place to study those spaces that were designed for human scale. For example, the ideal spatial configuration for a piazza is that it should be no larger than the distance that people can recognize each other from. For background material, I assigned the first two chapters of Digital Ground: Architecture, Pervasive Computing, and Environmental Knowing, which explores interactivity, embodiment, spatial literacy and pervasive computing.

Students were then required to blog about their experiences. As predicted the responses were mixed. Some were elated and felt they had experienced the city for the first time. Others noticed new details that had alluded them. One even said she smelled the city for the first time. For others the experience made them angry and anxious. What was common for most of them was a sense of loss, loneliness and disconnection.

Most interesting was the belief that they needed to be available for others– that their friends and family would worry about them if they were not tethered to their networks. I found this to be a most curious kind of anxiety, something “new” to our digital environment. As a kid I remember my friends and I taking off for the day with our bicycles and skateboards without worrying about checking in or needing to avail ourselves to those who were not with us.

This pervasive need to be available to others, I’m guessing, is really about affirmation. The idea that someone might need them is necessary to validates their worthiness. In other words, they need the net to mirror back to them a purpose for existing. Sherry Turkle‘s new book, Alone Together: Why We Expect More from Technology and Less from Each Other, argues something along these lines. In her Fast Company interview, she says,

“If you get into these email, Facebook thumbs-up/thumbs-down settings, a paradoxical thing happens: even though you’re alone, you get into this situation where you’re continually looking for your next message, and to have a sense of approval and validation. You’re alone but looking for approval as though you were together–the little red light going off on the BlackBerry to see if you have somebody’s validation. I make a statement in the book, that if you don’t learn how to be alone, you’ll always be lonely, that loneliness is failed solitude. We’re raising a generation that has grown up with constant connection, and only knows how to be lonely when not connected. This capacity for generative solitude is very important for the creative process, but if you grow up thinking it’s your right and due to be tweeted and retweeted, to have thumbs up on Facebook…we’re losing a capacity for autonomy both intellectual and emotional.”

So what does this have to do with ecopsychology? David Abram’s The Spell of the Sensuous: Perception and Language in a More-Than-Human World uses phenomenology to explain how the environment makes available to us our consciousness; it affords us possible interactions and thereby co-creates our thoughts. This concurs with the work of Maturana and Varela (see Tree of Knowledge) who argue that awareness is always an emergent aspect of our mind/body coupling with the environment.

The issue is that the electronic net affords a different phenomenology than the one our brains are wired for: 3-D physiological space. Digital Ground argues this is why the project of virtual reality keeps failing: our inner ears cannot reconcile the flying dream imagined by the early depictions of cyberspace in sci-fi film’s and books. Rather than projecting ourselves through the computer screen’s window, computers come to us via their ubiquitous presence in our environment.

Robert Romanyshyn argues in his amazing book, Technology as Symptom and Dream, that when we banished spirits from nature, they became angels. And through technologies like linear perspective we seek to become gods, pushing forward an ongoing project of disembodiment from natural systems. The ecopsychology argument is that disembodiment is how we react to trauma. Unconsciously we mourn the loss of connection with “nature” and to avoid the pain we extend our consciousness into ever “higher” realms, with space flight being the epitome of this desire. de Chardin‘s vision of the noosphere– or what contemporary net Utopians call the global brain– has a similar yearning to transcend the body for some kind of Christ-like uber-consciousness.

Now, I don’t want to over simplify what is really going on with cell phones. It is surely more complicated. For example, the idea that a person is not an isolated, autonomous self, but exists within an embedded network is surely a step toward sustainable awareness. One of our biggest challenges is to disrupt the Enlightenment self so as to promote a greater sense of interconnectivity with the materiality of the physical environment. Additionally, this idea of what is natural and what is not furthers the problem. I don’t think it is productive to say that the extended net of our electronic experience is “unnatural,” but it is certainly different than the ideal of the neolithic tribe living harmoniously with its landscape. Whether we like it or not, we are cyborgs, and it is best that we find some kind of coping mechanism because the digital genie is out of the bottle.

The important thing is for people to learn how to moderate their interaction so as to not amputate those senses that eagerly wish to engage the sights, smells, sound and tastes of the immediate environment. I suspect from tracking the comments of my students that they indeed long for these things, but cannot moderate their usage. They are, to use their own words, addicted. How to solve this problem will certainly be a task of educators. I for one do not have the answers, but ironically enough, through “crowd sourcing” on the net, perhaps we can collectively figure it out together.

Stuff’s e-wasting away

More reasons to feel crappy about being plugged in, but knowledge is power. Right? In particular designers need to rethink built-in obsolescence (anyone from Apple reading this?) and to design better products that don’t just satisfy our fetishes but actually factor in the environment.

I like the suggestion to pass take-back laws which will force electronics makers to do something with all their old crap. However, getting the laws passed will be an interesting exercise in democracy. Imagine the Tea Party/Republican outrage against forcing American companies to recycle their toxic goods. How dare we violate the right of free enterprise to toxify the planet as they please and to prevent families from forced bankruptcy when they need treatment for illnesses caused by electronic waste. Yep, nothing like the free spirit of capitalism.

Here is an excellent resource page from the Center for Environmental Health on how to do something about our e-waste.

Nike normalizes mountaintop removal

201009021857

Image credit: http://appalachiarising.org/faq/

An interesting item from the Huff Post: Nike has a new uniform designed for West Virginia University intended to “honor” the 29 minors killed at the Upper Big Branch mine, but the ad features a flattened mountaintop in the background. This has pissed off some student groups who feel that it is not appropriate for their university to done an “honorary” uniform which normalizes mountaintop removal as a mining practice (click her to learn more).

This is just stupid and ignorant on Nike’s part. I have seen first hand this horrific practice. I can’t imagine any sane person who thinks blowing up the tops of mountains makes any sense on any level, even if it provides jobs. I visited a guy who lived just below the tree line of one flattened peak. We walked up to the mining site where there were these monstrous bulldozers as big as buildings scraping away the rock and soil. There was dust in the trees and in the creeks and in my eyes. The sound of explosions was terrifying. I prayed that a builder wouldn’t fly out and flatten us, as happens every once in a while. Meanwhile, this particular “beneficiary” of sporadic mining work (jobs come and go depending on supply, demand and global prices) lives in a little shack smaller than his very own monster truck paid for during a boom cycle. Some life!

BTW, this person in my story had “fuck it” tattooed on his lips. Indeed!

B(P)-movie mystery

Mystery-Science

America’s Blog posted a series of images demonstrating how BP photoshopped its command center for its Website. Apparently there is a trickster in their midsts, but the photoshopped image (posted above) actually is from the set of the wonderful TV series, Mystery Science Theater 3000. Not to make light of the seriousness of the Gulf oil spill, but is this not a plot line from the old TV show? Where are the robot comedian deconstructionists when we need them?

Update: here are some more hilarious photoshopped versions.

Heart swarming

Coalition Of The Willing from coalitionfilm on Vimeo.

I love both the aesthetic and paradigmatic approach of this video as a potential solution for the environmental crisis. Though I’m encouraged by the proposed solutions at the end of the video, I’m not sure if they will necessarily pan out as stated, mainly because I think it will emerge in ways that we can’t imagine quite yet (a la Blessed Unrest: How the Largest Social Movement in History Is Restoring Grace, Justice, and Beauty to the World). I also don’t agree with its “war on climate change” rhetoric. Nonetheless, the form of the video (it’s a collaboration between 24 artists) and its central concept of the swarm and its re-presentation of the ’60s as a rhizomatic prototype (and its critique of the co-optation of ’60s culture) shows us that we already have lots to build on.

You can learn more about the creators, Coalition of the Willing, here.

From Deepwater Horizon to Event Horizon on Planet BP

Many of you might be feeling powerless about the situation in the Gulf of Mexico. I don’t want to descend into disaster porn to report how scary things look at the moment. But they do. And I, for one, have been feeling a lot of despair, angst and anger. However necessary these emotions are, I also feel the need to be proactive. Given that one of the primary problems of the situation is a lack of transparent communication, I thought it would be excellent if we could put our brain trust together to create a response that can can empower citizens to understand the discourse and spin surrounding what is happening, and also to guide our thoughts towards a systemic reflection on what we can learn from this horrible tragedy.

As such, I’m now referring to the Deepwater Horizon as the Event Horizon, because for me it reveals the broken condition of our world system’s operating paradigm and offers us a point of visualization that our future selves could look back upon and say: that was the moment we went into recovery and ended our addiction to oil.

Here is some background information that informs my thinking:
Continue reading

BP games Google and chemical disbursements for the mind

(Check out Greenpeace’s re-brand BP page)

An interesting item from the Huff Post: BP is greenwashing Google searches through paid ad placements. I haven’t commented yet on the spill because this catastrophe is so huge, I can’t seem to contain it. A quick thought, though, related to this post’s lead: I think it’s interesting (and predictable) that BP’s history of greenwashing would translate as actual clean-up strategy. The use of chemical oil disbursements, for example, eliminates the visual scourge of oil slicks while poisoning the ocean bottom and doing little to stop the underwater oil plumes. Is this not a perfect metaphor for the psychic effects of greenwashing?

Finally, more fodder for the doublethink department: I’m increasingly concerned that the Right is using this spill to attack environmentalists, using their PR witchcraft to power an unconscionable noise machine. As always I hope that people will see through this, especially when oil starts raining down on rich coastal communities during hurricane season. Golf courses and McMansions offer no shelter from evil.

It reminds me of a scene in Three Kings when the Iraqi soldier pours oil down George Clooney’s throat while berating him: “You want oil? Here’s you’re oil!” (I’m paraphrasing here.) This will surely be a test of the addict’s denial mechanism. Will this be the bottoming out in which a life-changing turn-around commences for the addict? Will we enter into collective OA (Oil Anonymous)? Will this be our Chernobyl cum Berlin Wall moment?

As they say, denial ain’t a river in Egypt. It’s a big, fat ink blot on the region whose circular depression was created by an ancient meteor believed to have caused our last global extinction. Its legacy is the fuel that drives our entire economic system: decomposed dinosaur.

Biospheric simulations of the simulacra

On the heels of her recent book, The Human Experiment: Two Years and Twenty Minutes Inside Biosphere 2, Jane Poynter raps about her Biosphere 2 experience at TEDX. Note that the book’s title is “human experiment,” a far cry from the ecological experiment Biosphere was sold as (rather than give a detailed description, watch a few minutes of the video to get a sense of what happened). Regardless of what you think of the proejct and its rather strange history, I feel the story is quite interesting and the talk offers plenty of lessons for us in terms of thinking about our place in the world.

As a side note, back in my journalism days I was asked to write a hit piece on the project because of its roots in an unusual art/hippie/cult/commune near Santa Fe called Synergia Ranch. I never wrote the article, but if you want a really good deconstruction that reads like sci-fi, I recommend the chapter on Biosphere 2 in Timoothy Luke’s Ecocritique: Contesting the Politics of Nature, Economy, and Culture. Taking a page from Baudrillard, here’s my favorite Biosphere 2 quote from Luke’s book:

“Biosphere 2 is a unique ecoengeneering project that reduces natural life-forms to their biotic/biophysical operability in order to reintegrate them in new synthetic ecosystems that can, in turn, develop only in the artificial spaces of this biospheric laboratory. Here, “Nature” is not Nature, but rather something that has been digitally sampled, botanically colorized, zoologically compressed, and ecologically scanned into a biospheric simulation of itself that could not and would not exist without the engineering needed to stage this odd ecological experiment.” (p. 102)

PS: Here is a post regarding recent photos of Biosphere 2 (the images have been taken off the site, but I pasted below one from Boing Boing to give you a taste of the photos):

201005161510

Thoughts on Rome’s birthday, Earth Day and the future of education

Bill McKibben discusses Eaarth: Making a Life on a Tough New Planet

Note: I addressed the following letter to my colleagues.

It is fitting that Rome’s 2763rd birthday falls within a day of Earth Day. Though we don’t often connect the environment with history or empire, they are closely related. For 10,000 years Earth has experienced a stable climate which has created the conditions for humanity to flourish and grow. But whereas the environmental destruction of the Roman Empire could be absorbed because the carrying capacity and carbon sinks of the globe were relatively healthy (the North African forests never regrew, unfortunately), the next generation can no longer expect the same guarantee. In fact, civilization now faces a challenge like no other. Oceans are now 30% more acidic than 50 years ago, and there is 20% more vapor in the atmosphere due to melting glaciers and the like (hence our wet winter). From 1850 to 2002 the US created 30% of the current atmospheric carbon, and Europe created 26.5% (stats are from the The Ethics of Climate Change: Right and Wrong in a Warming World (Think Now)). Given the increasing scientific and visceral evidence of climate change, can Civilization expect to go on with business as usual?

I’ve never thought of myself as environmentalist. I’m just a human trying to act morally in the environment I’ve been born into. I/we are biological environmental beings. We are all environmentalists the moment we are born. Unfortunately our fundamental models of reality are not going to serve the next generation or our own. The biosphere that my three-year-old daughter is growing up in is fundamentally different than the one I was born into. Can we continue to ignore how humbling and incredible this is? As educators I believe we have a moral duty to prepare our students for this emerging new world. But this will be challenging, because most of our professional careers are based on the systems and structures that have brought us to this moment. I don’t have all the solutions, and admittedly I often feel powerless in the wake of so much resistance and denial prevalent in the media and elsewhere. Yet I think we need to start somewhere, and I think if education’s role is the help develop the capacity for enlightened citizenship, then we should consider how to expand that definition of citizenship to incorporate the biosphere and all its inhabitants.

Continue reading

Clean technology, dirty energy

201004161053

On the heals of Greenpeace’s new report, Make IT Green: Cloud Computing and its Contribution to Climate Change, it’s time that we take seriously the climate impact of computing and communications technology:

“The report builds on previous industry research and shows that at current growth rates data centers and telecommunication networks will consume about 1,963 billion kilowatt hours of electricity in 2020. That is more than triple their current consumption and more than the current electricity consumption of France, Germany, Canada and Brazil combined. However, the report also shows how IT can avert climate chaos by becoming a transformative force advocating for solutions that increase the use of renewable energy.”

If coal remains a primary source of this form of energy consumption, it will be particularly bad for the already teetering chemical composition of our atmosphere.

Link to Greenpeace’s Facebook action page.

On a related note, Brooks Boliek has this comment on the connection between IT and coal.

And this excellent article, The Dark Side of Our Bright Digital Spaces: 21st Century Wizardry Relies on Dirty Energy of the Past | Environment | AlterNet:

“The internet through which you are reading these words can seem the very pinnacle of bright and shiny modernity. The web is clean. It’s glowing. It has an etherealness that feels apart from the brutishness of the world.

But don’t be fooled. These words are likely zipping to you courtesy of one the filthiest and most primitive forms of electricity generation: coal. The 21st century wizardry of iPhones, laptops, and iPads wouldn’t be possible without the coal-fired power plants whose design has changed little since the 19th century. Our futuristic present relies on the technologies of the past.”

Story of Bottled Water

Just in case any of you haven’t see the new Free Range Studios video, Story of Bottled Water. It’s interesting to see how a grassroots media project like the Story of Stuff is really circulating the mediasphere–without marketing to boot! More importantly is the backlash now coming from neoclassical economists who are pitted against Annie Leonard on her brief media appearances in the MSM. They don’t have much of an argument other than her message creates fear. From their point of view, I guess advertising, propaganda and militarism, key ingredients of neoclassical economics, gets a free pass. Not surprising, given that their theories externalize the environment (check out this great graphic which makes this point). Anyhow, if economists feel threatened by an alternative perspective, in particular one that is well articulated and popular, then we’re actually making progress!

In case you haven’t already had the chance, please also check out Free Range Studio’s Jonah Sachs and Susan Finkelpearl’s terrific article, “From Selling Soap to Selling Sustainability: Social Marketing” (click on book for download).

Social-Marketing-Sachs-And-Finkelpearl

One of the arguments they make is that successful social marketing campaigns are based on good storytelling (they cite the Marlborough campaign as a good example). I think the Story of Stuff is an excellent example of that as well. Avatar, too. I think the challenge for folks like myself is to come down from the orbit of theory to make simple arguments and to create new myths (based on old ones, really) that can make our case.

On a related note, World Watch Institute, who publishes the State of the World, now has a “Transforming Cultures” blog based on their 2010 report with the same name. It’s doing a good job of storytelling as well.

Is PlanetGreen an eco-contradiction?

I like this video’s snappy, quick-cut deconstruction of several absurd greenwashing projects. In particular the eco-Barbie is tooooooo much! But is soundbite Web TV in keeping with true eco-communication? Well, there is no rule, of course, so it wouldn’t be fair to banish this kind of media from the realm of evolution. Working in its favor is the open-ended form of Web distribution. Going against it is the flashy-short-attention-span-twittery-ephemerality of it all. I just don’t know how this kind of stuff will stick without serious discussion. There needs to be a way to bring media into the realm of dialogue. This is my current model for organic communication, but I’m open to suggestion and the possibility that I’m wrong.

Life: The action movie

Can “life” keep up with the creeping cycle of desensitization? This trailer for the Discovery Channel’s new series Life offers an excellent example of how current cinematic time and space differs from unmediated experiences. But then again, editing is all a matter of framing and choice, and the Discovery Channel tends to gear itself towards a theme-park thrill ride aesthetic. A film like Andrei Tarkovsky’s Stalker would certainly offer a more meditative encounter, as do other more nuanced nature documentaries that can heighten awareness of that which we have become unaware. It is very difficult for us modern folk to enter into the animal’s “umwelt” (selfworld), so cinema has the potential to help in that process (barring, of course, that we actually re-learn how to communicate with animals).

I have a feeling, though, that the action movie style of this promo will be vastly different than the actual show, which is narrated by Oprah Winfrey. African American women have long been a trope for ancient Earth wisdom (the quintessential example would be Whoopi Goldberg’s Guinan character on Star Trek: Next Generation). Moreover, the program’s marketing claims it’s made by the same folks who produced Planet Earth. It’s hard to imagine they would go in the direction of Roland Emmerich (of Day After Tomorrow and 2012 fame). It would be a truly strange mash-up to have Oprah’s reassuring voice overlaying high-intensity action sequences, or the narrator of the above trailer on top of a Tarkovsky clip.

Problem solving

P. 1

Pt. 2

Erik Assadourian from the World Watch Institute introduces the 2010 edition of the State of the World (you can download some chapters for free here, or purchase PDF of the whole book for less than $10). The presentation style may not zing like TED, but I think it’s worth cribbing some notes, especially the intro which makes a clear argument for the importance of transforming culture. The book has several chapters on media, including a very good one by Jonah Sachs and Susan Finkelpearl (of Free Range Studios–makers of Story of Stuff) about social marketing:

Social-Marketing-Sachs-And-Finkelpearl.

(click on the book cover to download the article)