After writing yesterday’s post on psychology and climate change, I stumbled upon this article from the journal Ecological Economics entitled, “The art of the cognitive war to save the planet”.
The article details the proposition that our adaptive capacity–to respond to environmental feedback–to learn–is structured by the double bind, a concept coined by Gregory Bateson. A double bind is when an individual receives conflicting messages (intransitivity of preferences?) that disallows action on their part because responding to either message means being in conflict with the other. Wikipedia has a more detailed description here, but Bateson’s articulation of the concept can be found in Steps to an Ecology of Mind (2000, University of Chicago Press).
The author’s argument is that sustainability, or human-environment interactions that respond dynamically to each other, is constrained because beliefs about oneself and the community are increasingly biased towards individual level sustainability for two reasons. First, individual safety is increasingly linked to individual performance. Second, alienation from environmental feedback loops means that an amplification of uncertainty is taking place resulting many more belief ‘nodes’ about systems level relationships. This amplification results in greater propensity for conflict to develop between an individual’s assessment of the environment/system and their own well-being.
The task they outline is manifold–having many forms and elements. It means developing a shared cognitive base from which to develop mental models for collective action. The goal of a shared cognitive base is to help connect system level safety ideals to individual level belief nodes They argue that to do this requires “simple messages with the potential to shape individual belief systems”. Excessive information is to be avoided, while everyone should have access to the building blocks of conceptual blends that synthesize complex information.
The authors, Antal and Hukkinen, argue that more direct and influential injunctions should be exchanged to help reframe the context towards systems-individual linkages–not just individual. Thus an injunction, “Become a vegetarian” becomes the positive injunctive norm, “Become a vegetarian to maintain the status quo” and then makes more sense in terms of promoting sustainable behavior when coupled with a positive injunctive future norm, “Become a vegetarian so our civilization can survive.” This tactic seems similar to one described in the book Nudge (Thaler and Sunstein, Penguin Books, 2009) where they describe some forms of social nudges based on experiments in judgment and decision making.
Thaler and Sunstein describe how some forms of social nudges unfold. These include:
- Increasing compliance when one is informed that others are complying–i.e. drawing public attention to what others are doing.
- Emphasize the positive injunctive norm encourages behavior that helps maintain the commons. (e.g. “Please don’t do this in order to keep it this way.”)
- Show what the norm actually is, as opposed the the perceived norm.
- Small encouragements or discouragements can maintain or induce new norms.
The example of the positive injunctive norm seems to be what Antal and Hukkinen are advocating, but with a touch more bite.
Their case lies in creating cognitively accessible links between systems status and individual experience. An example of this might be an electricity brownout linked to CO2 accumulation or perhaps a full blackout each time species diversity is degraded.
Their conclusion that ICT services are needed to help these links form is predictable. Systems like smart grids, early warning systems, and other membership and signaling tools are appropriate, but the burning question is how to implement them in society where the tools themselves do not reflect the normative values.
One scenario I had after reading this is a case where an electrical power generation company that is responsible for supplying the city creates more direct informational links with its consumers. Neighborhoods in the city already experience frequent and irregular cuts in supply. Engineers, particularly in energy, tend to focus on maintaining supply based on certain assumptions. Sometimes we don’t always know what those assumptions are. Smart grids have been identified as a solution bridging consumption and supply (albeit from a supply perspective), but what if there was a more jugaad solution?
I am hereby coining the term Ener-geets™ to describe a form of information transfer between energy consumers and energy suppliers. Let’s say consumption is pretty high. It’s hot. Everyone has fans running, AND the big cricket match is on. Power suppliers have decisions to make in order to maintain a consistent supply, but what if they could provide realtime feedback to their customers that threshold levels were being reached and if their behavior didn’t change, they might loose the ability to follow the cricket match to its conclusion.
Cut the normal means of feedback out for the time being (an energy bill or brownout) and allow the power operator to send a message, perhaps in the form a tweet (from Twitter), to everyone following those tweets. Potential overshoots to the grid capacity could be avoided. But then, this would go against established channels of information flow and place a great deal of responsibility in the power operator’s hands–er..mobile phone.
To connect the feedback loop, individual consumers could also be sending messages, informing of power cuts, potential spikes in use (a festival perhaps), or other changes or observations about consumption at the individual level.
You start to get the picture. Now, how do w do it?
Ref: Miklos Antal, Janne I. Hukkinen, The art of the cognitive war to save the planet, Ecological Economics, In Press, Corrected Proof, Available online 3 February 2010, ISSN 0921-8009, DOI: 10.1016/j.ecolecon.2010.01.002.
(http://www.sciencedirect.com/science/article/B6VDY-4Y9HP0Y-2/2/8effb7b70d90787bc2250323ffeef134)
Keywords: Human-environment interaction; Belief systems; Environmental strategy; Climate change communication; Cognitive studies
