Veteran's Day

The rebound effect describes the increased consumption by individuals as a result of various steps taken to make something more efficient and consumer costs decrease. When the consumer cost decreases the individual spends what the amount its saving elsewhere. It goes along with the idea of "I'm saving money here so I can use what I saved to buy _____(insert something you’ve been saving for here!)." Jevon's paradox is a belief that with increased resource efficiency and developed energy technologies we will be able to rescue the earth from its current crisis. The problem with Jevon's paradox is that this will lead to more consumption or the rebound effect. For example, if an individual was to buy an eco-friendly car whether it is a hybrid or just a smaller more fuel-efficient car they will save gas money. If their new car is 45% more fuel-efficient they will be saving 45% of the money they used to spend on gas. So the individual is very excited that he or she is helping the environment and saving all this money and decided that with the extra cash they're going to buy that new cell phone they've always wanted. Similarly, down the road a family is redoing their kitchen and bathroom in their older home. They decided to update the windows and appliances to more energy efficient ones. They realize that they are saving X number of dollars each month due to the energy efficient appliances and windows so they decide to use the money to upgrade to the premium cable package with all of the movie channels. Again we see that the individuals use the money they save and buy something else. We have what is referred to as a desire-based economy; we buy the things we want to buy. This dates back to the 1920’s when the Model-T cars and the radios were starting to become affordable. In American Political and Social History I learned that this is where our present ideology of desiring the latest model comes from. The radio was used to fuel advertising and even back then they urged people to consume the newest things. This is where the idea of “I need” originally changed from necessities to disguised desires. The only way we can keep our economy going is by continuing to consume because that is how we made it and how it has been since the 1920’s. This is why when we are discussing the rebound effect and Jevon's paradox there is so much emphasis on consumer spending. One way out of Jevon’s paradox was looked at in Tactical Uses of Passion where Bailey analyzes the ideas of the civic and divine. The civic having to do with the individual self and the divine suggesting that there is something bigger than us. He feels that we need both the elements of the civic and divine at the center of our social life therefore there is something more than just yourself and your immediate family. Similarly, in class we watched an Adam Curtis film and heard him described us as a "sea of selves". Which basically means that we all think and act for ourselves. We buy things that we want without thinking about the consequences to ourselves, to others in society, or to the environment. This ties into Bailey’s notion of the civic and the divine. If we are only looking out for ourselves how are we ever going to worry about our planet? Many people don’t think on a global scale some don’t even think on a society scale and that it why the global crisis we are facing is not even a thought let alone a crisis for some people. Dardozzi looks at Jevon’s paradox and questions whether or not it’s justified. Dardozzi’s essay discusses why he feels that conserving energy will not be enough. One reason he feels this way is because of The Rebound Effect. He states that “every measurable increase in efficiency will serve to perpetuate this desire-based economy” As I mentioned earlier the only way to keep our economy going is to continue to consume. Consuming is a big part of why we are in our current situation in the first place. Dardozzi feels that the only way we can get out of this is if we find a way to keep the savings gained by the efficiency improvements out of the economy so that the cycle doesn’t continue. I agree with Dardozzi. There has to be a way that we can stop the money that is saved by efficiency improvements from cycling back into the economy. I think a way this can be achieved is through Bailey’s idea of the civic and the divine. If we can get people to stop thinking on the individual level they would be much more likely to try and put an end to The Rebound Effect. The reason this blog is due on Veteran’s day is because this is the day we recognize the Veteran’s of this country who sacrificed their lives for us. Their selfless acts are recognized and honored today and yet were discussing how selfish our society is. It is very disheartening to think that the majority of people in our society are not like the people were honoring today. So many people take for granted the safety of our nation and don’t think twice about what sacrifices veterans’ and their families have made. It is nothing short of ironic, how we are discussing our wish for people to think about others and help save the planet we live on while were honoring the people who do just that, they think about everyone else and do their best to protect the country we live in.

American Political & Social History -Laura Wittern-Keller