Jevons Paradox, also known as the rebound effect, is the suggestion that increased efficiency of resources alongside technological advances will lead to greater energy consumption. The effect is that conservation and efficiency first decreases the demand and that reduces the price of an energy resource. Then, with a decline in cost, there is an increased the demand, therefore increasing overall resource use. This effect occurs because the resource is now available to more people and can be expended extensively. A great example Jeff Dardozzi gives of Jevons effect with the Tata. While many all over the world are trying to reduce emissions and the use of fossil fuels, the Tata Nano is introduced. This will be the introduction to the worlds cheapest and most fuel efficient car (The Oil Drum). Its affordability will introduce a consumer population of roughly two billion people which will certainly not at all decreasing oil consumption (Dardozzi). Another clear example given is the wonder of word processing. Before the explosion of personal computers, typewriting was not an enjoyable process. They were expensive and extremely time consuming. Many believed that we’d eventually go “paper-less” but they were very wrong because the cost to print dropped and paper use increased dramatically. The rebound effect in action!
There is so much emphasis on spending because it’s the hand that keeps our capitalist pot stirring. The power of the consumer who buys the resource efficient product causes the reduction of price. That then increases the buying power of other consumers allowing them to spend and use more resources. Even if money is saved it will eventually be spent somewhere in the economic system that requires energy. The ability for individuals to spend is the force that supports global economies so if consumers were to stop spending economies would virtually collapse. One thing, everyone heard in the news during our nations recent recession was to spend because to not do so would halt all economic movement.
In the Century of the Self documentary, Adam Curtis describes the transformation of our society by corporate America as a “sea of selves.” I believe that he meant that we have become a culture of individuals. We “look out for number one” and make life decisions based on personal desires and have lost a true sense of community.
F.G. Bailey’s notion of the “civic” refers to the rights, responsibilities, and obligations that bind both and individual and their group. The “divine” is the thing that becomes greater than an individual and the activities of the group. The workings of the “civic” and the “divine” are paramount in order for society to transform from a “sea of selves” into a collective society, a true community. Only with relationships and interdependence will we be able to break free from the paradox box and truly make a change.
I really enjoyed Jeff Dardozzi’s essay. It made me think more about the outcomes of the decisions our society makes. It reminds me that every action truly does have a reaction and not always the one desired. It is important for people to realize that it is going to take a collective effort to problem solve effectively. People will have to once again learn the art of putting others before themselves. That is why this assignment is due on Veteran’s Day. There are a few who understand both the “civic” and the “divine” and they have devoted their lives, if only for a while, for the collective- which of course includes people they will never meet. I hope it is in their example that we will follow.
May God bless them all
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