Ecological modernisation – theory and critics

In the development of the theory, Fisher and Freudenberg accept and is recognise that there are two primary differences with regard to the expectations of ecological modernisation when compared with other theories pertaining to the society-environment relationships. First and foremost it views technological improvements with the aim of being environmentally friendly as being economically feasible. Secondly it views the actors within the political landscape changing the relationships and nature of engagements with industry and other political actors to an extent where it becomes politically acceptable to promote environmental protection.171

Even in the political domain it is necessary to ensure that the values and shared vision of the core group is maintained.

Toke defines ecological modernisation as “the relationship between the ecological crisis and the mechanisms through which society confronts the implications of crisis”172. From a policy perspective, the question that remains unanswered is whether ecological modernisation can work in the interest of preserving the natural environment for future generations. It is the answer to this question that will determine whether a more radical approach is necessary in the preservation of the natural environment. What is noticeable and has become more visible is the fact that consumption and production processes are being scrutinised and analysed constantly and subsequently re-designed on both an economic and an ecological perspective.173

Ecological modernisation can be compared with the concept of sustainable development however this concept too is being contested but there are also differences that exist. One of the differences is the fact that ecological modernisation does not deal with the social equity

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Fisher DR, Freudenberg WR. 2001 Ecological Modernization and Its Critics : Assessing the Past and Looking Toward the Future, 702 There are a number of differing perspectives on the theory of ecological modernisation ranging from acceptable to critical and many scholars and theorist also have views that are between the two extremes. The most critical and negative sentiments have been expressed by scholars who believe that concept of ecological modernisation is not achievable and therefore bound to fail 702.

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Toke D. 2001. Ecological Modernisation: A Reformist View, 281 The notion of social engagement is a key element in the development of ecologically accepted practices and the development of new and the incremental evolution of existing knowledge through the process of codification and diffusion plays a significant role in the changes being applied, by both government and business. 281

173

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aspect, which is catered for although not in its entirety in sustainable development. It is however evident that the survival or sustainability of companies is dependent on the support of the consumer. Government is dependent on the citizens of the nation-state and therefore have to factor into their policy development not only economic development but ecologically friendly directives. The emphasis of the argument for ecological modernisation and the developmental process is striking a balance between natural environment and economic development174_.

Murphy and Gouldson supports the view of Mol which is that environmental challenges “can be addressed within the framework of modernity”175 through a collaborative process between business and state, which will yield positive results for economic development. To achieve this, it is necessary to initiate structural change at a macro level, utilising methods that will reduce the negative impact on the natural environment. From a policy perspective, it will be necessary to find innovative methods and instruments that will provide incentives to business in the development of ecologically friendly technologies.

The argument being formulated in terms of regulation reinforces the view presented by Daft and Weick that more general rules of interpretation applies since the environmental feedback is vague. Two sets of feedback requires interpretation, one from an economic perspective and one from an ecological perspective. Ecological modernisation theory provides the individuals with a new foundation to interpret information and develop knowledge regarding regulation and policy that takes both these perspective into account. Neither view is discarded. It does however promote new knowledge creation to provide the policy makers with evidence that new innovation complies with the ecological agenda, whilst still providing the organisations with the economic benefits for sustainability.

3.4.2.1 Key Features of ecological modernisation theory

Berger et al make supports Christoff and Mol and identifies and summarises the key features that distinguish ecological modernisation from other theories.176

 Ecological Modernisation as technical adjustment

174

Toke D. 2001. Ecological Modernisation: A Reformist View, New Political Economy. 6 (2), 279 – 291.

175

Murphy J. Gouldson A. 2000. Environmental policy and industrial innovation: integrating environment and economy through ecological modernization

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Berger, G. Flynn, A. Hines, F. Johns, R. 2001, Ecological Modernization as a Basis for Environmental Policy: Current Environmental Discourse and Policy and the Implications on Environmental Supply Chain Management, 58

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 Ecological modernisation promotes competition along the lines of technological improvements or changes to achieve a state of market competiveness in which the product has environmental benefits. Cost cutting is achieved through improving resource usage and this is primarily due to pressure from the market and society.

 Ecological modernisation as a belief system

 Ecological modernisation propagates that long-term sustainability can only be achieved through the effective utilisation of resources thereby protecting the environment from exploitation. This amongst others requires changing and improving consumer preference for environmentally friendly products.

 Ecological modernisation as policy discourse

 In the production and consumption process, a change of focus to the environment and the impact of wasteful resource usage must be considered from a policy perspective. The main focus of the discourse is about the economic impact of environmentally friendly production means, i.e. development along resource efficiency.

 Ecological modernisation and environmental policy making

 There are a number of questions that are pertinent to the role ecological modernisation plays in the process of development of environmental policy. Consideration must be given to the various actors within society that play a role in the development of these policies.

 The approach to policy making and policy development is one that is not based on the conventional autocratic style of command and control but requires a process of negotiations and reaching consensus on approach and industry regulation. Societal problems cannot be solved through state intervention only and requires a collaborative approach to be adopted between state and industry. This is an iterative approach adopted that is promoted in the policy-making arena with the aim of adopting pragmatic principles in the development of environmentally friendly initiatives and products.

 As a consequence of these changes, there is also a rise in the market of various actor and agents as a result of the environmental policy requirements.

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It must be noted that even though it is a consequence of the environmental policy requirements, the rise in numbers are attributed not only to the desire to make a positive change but also to economic incentives.

 Transnationalisation and globalisation also have an impact on environmental policy development. This is visible in bodies such as the EU that sets policy frameworks for member nation-states as guidelines in the development of their policies.

Ecological modernisation requires an evolution of technology, society and government the extent of change that is required is outlined above. This demonstrates the complexity involved especially since there are numerous actors with varying views on an environmental issue. Reviewing the key features of ecological modernisation, Berger et al makes a comparison to sustainable development and identifies that in the development of environmental policy, societal elements are largely excluded.177

Ecological modernisation has its own tensions from a theoretical perspective. To further exacerbate the matter, the promotion of research and development on an ecologically friendly basis whilst still achieving the economic growth requirements of governments adds to the level of learning complexity. The tenure of the leadership will be threatened if government is unable or unwillingly to adjust structurally based on the environmental feedback. When the structural modifications are implemented, if requires interpretive models to guide and direct the knowledge generation process. Daft and Weick provide insight into the relevance of the sender and receiver transmission. This is supported by Boisot who elaborates on the importance of the codification, abstraction and diffusion of the message and the influence that it has on the interpretive model of the population. A consideration in improving the communication is whether the sender and receiver of the message are from the same target population. Context and memory of the receiver will influence how message is in interpreted.