media


10 films we love at Make Wealth History

Earth
Earth is simply a documentary about the planet we live on. The film spans a year on Earth covering animal and environmental diversity from pole to pole. Nature is so excellently narrated and beautifully filmed that almost every scene holds you mesmerised at the intricacies of our world, while simultaneously creating a sense of regret as the film roll portrays animals on the edge of extinction as climate change destroys their habitats. Note: It does contain a proportion of footage from the “Planet Earth” series.

Black Gold
This enterprising documentary follows a representative of an Ethiopian coffee growers co-op as he talks to farmers, grades beans, and fights for a decent price for his constituents. As well as talking to farmers and their families, the film travels to Seattle for the world barista championships, and to the WTO meetings in Doha. The contrast between the source and the final destination of coffee is striking, making for a powerful message about unfair trade.

Our Daily Bread
A startling film that displays the simple reality of industrial agriculture. Containing no music and no scripted dialogue, the film shows the methods behind large scale food production in various European countries. Lacking that key component of your average film (scripted sound) the viewer is given the opportunity to form their own ideas, opinions and views with regards to the methods used in modern farming.

An Inconvenient Truth
I expect you’ve seen this one by now. Vanishing briefly from the political scene, Al Gore returned as a champion of the climate change cause. His movie is the first and probably the last time you could go to the cinema to watch a man giving a powerpoint presentation. It’s a compelling and surprisingly personal film, and has made a huge impact in bringing climate change to mainstream attention.


Fast Food Nation
Originally a work of investigative journalism, director Richard Linklater took the book of the title and turned it into a series of inter-twining stories around the meat industry. We follow immigrants crossing the border from Mexico, a quality standards supervisor investigating contamination, and teenagers working in a fast food joint. The inhumanity of our meat production is gradually exposed, in a film that is thought-provoking, moving, and at times harrowing. (also see SuperSize Me)

http://www.friendsofqueensmarket.org.uk/users/www.friendsofqueensmarket.org.uk/upload/DVD71.jpgWalmart: the high cost of a low price
Although it picks on the world’s largest retailer, the business practices explored here are true of many other supermarkets and corporations. The film deals with the killing of the American high street, the breaking up of workers unions, and the difficulties in trying to hold a corporation accountable. Most effective of all, I thought, was a section filmed in China, where sweatshop toy factory workers are asked if there’s anything they’d like to say to shoppers in the US.

//www.malefirst.co.uk/images/who-killed-electric-car.jpg” cannot be displayed, because it contains errors. Who killed the electric car?
This film shows the ways and means by which the electric car disappeared. It analyses and questions the stories behind both the production and destruction of electric cars, batteries and other materials. It shows how car makers flatly refused to produce electric cars, making up endless excuses for trivial or uninformed reasons. The film questions the motives behind halting the research and national use of the electric car in the United States and is worth a watch if only to understand further how oil dominates our transport.

Wall-E
A recent addition, and very different from the films listed above, Wall-E tells the story of a robot left behind to clean up an abandoned earth while the people who polluted it enjoy an never-ending space cruise. It’s cute, it’s charming, and according to one critic it’s “environmentalist, anticapitalist, and antitechnological propaganda,” which is a quote they really should have put on the poster. Hard to believe Disney could ever make anything truly anticapitalist, but there you go. The scenes of our trashed planet are beautifully sad, and perfect for explaining sustainability to kids.

Manufactured Landscapes
If Wall-E’s trashed earth is an imagined one, here’s the reality. Canadian photographer Edward Burtynsky has specialized in shooting man-made landscapes, of the intended or unintended kind - dams, quarries, pollution, landfill sites. This documentary follows him in China, and the cinematography matches the epic tone of his work. Worth seeing just for the opening scene - a single tracking shot through a factory that just runs and runs, past people going about their repetitive tasks, work station after work station, for an uninterrupted, silent eight minutes.

http://www.consuminglouisville.com/images/What_would_jesus_buy_ver2-thumb-300x445.jpgWhat would Jesus buy?
Something more seasonal - this travelogue follows the Reverend Billy and the Church of Stop Shopping as they campaign against the consumerism of Christmas. It’s hilarious, it’s daring, it’s ‘the movie Santa doesn’t want you to see’. Ultimately though, the footage of people rushing the sales and the way the newscasters talk about them speaks for itself - it’s time to flee the coming shopocalypse. (Also see The Yes Men)

“Greenwash is the spanner in the works that could sabotage the whole environmental movement within business,’ says the wonderfully named Solitaire Townsend in a recent Guardian article on Greenwash.

Townsend knows more about greenwash than most, being the chief exec of the Futerra consultancy group, publishers of the Greenwash Guide. “Greenwash means that confidence in green advertising is at an all-time low, and if consumers can’t believe the claims they won’t buy the products and the good will lose along with the bad.”

Greenwash, the trumpeting of environmental credentials in advertising, is more pervasive than ever. So, here are the Greenwash Guide’s ten signs to look out for, slightly embellished on my part:

1. Fluffy language - ‘eco’ has become a marketing magic word, like ‘new!’ or ‘free’. ‘Environmentally friendly’, ‘green’, ‘low-CO2, ‘tread lightly’ and ’save the planet’ are all expressions on the verge of meaningless among the ad-men.

2. Green products from a dirty company - sustainability cannot be applied to one product among many. Let’s have company-wide principle before the bragging starts please.

3. Suggestive imagery - flowers do not bloom from tailpipes. Look out for pictures of the earth, hippies, rainbows, polar bears and the colour green.

4. Irrelevant claims - small gestures championed as big ones. Did you just do it for the advert? Hmm…

5. Best in class - being the best of a bad lot doesn’t make you good.

6. Lack of credibility - some industries just can’t be green. Oil companies and airlines spring to mind.

7. Jargon - dazzling the consumer with science and technical detail.

8. Imaginary friends - endorsements or sticking a conservation logo somewhere on your ad because you made a donation recently

9. Proof - substantiate your claims

10. Outright lies - the most offensive kind of greenwash

And now some examples:

Here’s Shell in breach of probably all of the above. I particularly enjoy the sixties-inspired text - because the environment is about hippies, isn’t it?

http://www.treehugger.com/Greenwash%20ASA.jpg

Here’s a lynx cat posing salaciously on the bonnet of a Volvo, because it’s an ‘eco-friendly’ car. Said lynx may qualify as an imaginary friend of the Volvo.

Flexifuel, Lynx

Not wanting to pick on car manufacturers, but there’s a Ford Ecosport and a Renault Eco2. The latter is so environmentally responsible that leaves come out the exhaust pipe. Note use of Act on CO2 logo.
//www.independent.co.uk/multimedia/archive/00021/IN3658191Renault-Ad_21833c.jpg” cannot be displayed, because it contains errors.

And here are a couple that have been on TV recently in the UK. First up, EDF energy. No, it isn’t easy being green, not if you’re a power company. Which is why EDF just made an advert instead, out of ‘recycled clips’.

And finally, a washing up liquid with pretensions. It all sounds ok until the last line, when it plays the ‘the children are our future’ card. Strictly forbidden.

We’re supporters of open source software here at Make Wealth History - programs that are released without the restrictions of copyright, and given away online. They’re often developed through the pooled expertise of generous developers, rather than a corporation, and I like the community and cooperation that they represent, and the fact that each release is a dent in the monopolies of companies such as Microsoft. Since the code is made publicly available, all kinds of reworkings and tweaks are possible, so you get more creative, dynamic, and playful software. Best of all, because open source programs are given away, they are accessible to those who may not otherwise be able to afford the technology. It is democratizing the tools of computing and levelling the playing field, and we’re all in favour of that.

The leading open source internet browser, FIrefox, celebrates it’s 3.0 launch tomorrow with a world record attempt at the most software downloads in a single day. If you would like to support the open source cause, just call in and download the latest version.

I have a book at home that predicts the future of ‘work, rest, and play’. It was published in the year I was born, and it stands for everything I could have had, if the world had played out differently. In it, people play zero-gravity football. I could look through it and feel rather cheated, if the idea of zero-gravity football wasn’t so inherently ridiculous. Sadly, sport remains resolutely earthbound. We haven’t even got as far as the ‘escalator tennis’ that Aldous Huxley postulated in Brave New World in 1932.

Read the rest of my article on climate change and the future of sport on Celsias.

The image “http://files.list.co.uk/images/2007/09/06/NEIL-BOORMAN.jpg” cannot be displayed, because it contains errors.A while back I mentioned Neil Boorman and his great bonfire of the brands, when he burned all his branded possessions and lived for a year without using any branded goods. The book about his experiences came out last year, and it went on my long list of things to read at some point. That point was last week, and I have to say I found it an engaging read.

Bonfire of the Brands: how I learnt to live without labels‘ is Boorman’s account of how he came to understand the role that brands played in his life, and how he broke their power over him. It centres around his symbolic gesture of freedom,  when he set fire to £20,000 worth of branded goods in a London square. The book, which was originally a blog, is structured something like a diary, mixing the planning of the fire, the history of brands, autobiographical details, and sessions with Boorman’s therapist.

As a fashion and lifestyle writer and promoter, and self-confessed ‘brand addict’, Boorman is well qualified to write such a flaming attack on brands and branding. He’s understood it from the inside. I grew up in Madagascar, where you were what you were and the process of self-defining through brands was almost an alien concept. (Though not quite - any imported goods had a certain cachet in the rather isolated Madagascar of the late 80s.) I’ve stood on the outside of branding, and wondered what on earth all the fuss is about. In that sense, I found Bonfire of the Brands quite intriguing, and rather insightful.

Basically, Neil realises that as he’s grown up, he has used brands to create an identity for himself. As an adult, he ses that “brands have become a tool by which I reinforce my identity and articulate aspirations of the future me. I have grown to depend on these brands to reassure every aspect of my self esteem.”

The problem of course, is that brands are not a substitute for a real sense of self, for confidence, self-respect, or even of style for that matter. They are empty promises that offer us the illusion that we can be different, better people, that we can be fitter, sexier, more enviable than we currently are. The adverts and lifestyle magazines constantly challenge us on our status - that watch would do wonders for our social standing. The bank windows and insurance companies question our security - our future would be safer if we switched our mortgage provider. The fashion houses make us believe that we could be prettier and more desirable - we’d all be having more fun, making more friends and getting more sex if we wore better jeans.

Of course, nobody thinks quite that simplistically about branding when you ask them, but the messages of advertising are so pervasive that their transparent lies have become normal to us. We don’t challenge the outrageous insinuations of advertising, and so we end up living and consuming as if they are the truth.  “The industry relies on a trick learnt by the pioneers of wartime propaganda” writes Boorman. “If you repeat a lie often enough, people eventually accept it as the truth.” Instead, we need to “expect less from the act of consumption; mobiles are there to make calls, not to impress our friends; bars of soap are there to cleanse our skin, not to turn us into movie stars.”

So, having burned his possessions and lived for a year without brands, where does Neil Boorman end up? Satisfyingly, he ends up right on message for make wealth history:

“The exercising of consumer freedom is not the choice between BMW or Mercedes. Consumer rebellion is not the boycotting of Esso in favour of BP. Sustainable consumption is not trading in the Range Rover for a Prius. It is choosing to consume only when necessary, The solution, I believe, is a lifestyle based on voluntary simplicity.”

Amen brother.

Visit Brand-Aid for more.

Our Daily Bread” is a film by Nikolaus Geyrhalter which portrays the processes behind industrial food production in Europe. Covering over sixteen topics in twenty five different locations, it shows the methods in which our food is produced.

The film contains no dialogue, narration, or music. It shows the “simple realities of industrial farming”, letting the industry speak for itself and giving the viewer untainted fuel for thought.

More videos, some easier to watch than others:

Cattle: here

Chickens: Here

Pigs: Here

That’s a new word for you - it’s the state of having or seeking out too much information. It’s in John Naish’s book Enough, although I doubt he’s the first to use it.

The average American is exposed to 3000 advertising messages every day, say adbusters, between commercials and billboards, posters, magazine ads, etc, and that figure is increasing. As more and more of us regularly watch TV and surf the net at the same time, that’s hardly surprising.

We’re no better in our social lives. Facebook allows us to follow our all the trivial details of our aquaintances lives. In 2006 we sent 1035 million texts per month in the UK, although research by Intel found that because we can always reschedule, mobiles have made us less socially reliable.

Six trillion business emails were sent in 2006, with the average email user maintaining 3 email accounts and receiving 35 personal emails a day, according to the EmailStatCentre. Researchers have discovered that being in a situation where you are able to check your email is so distracting it is equivalent to knocking 10 points off your IQ. If you’ve ever had a meeting in a room where the wireless network is switched on, or have friends with Blackberries, you’ll know all about this.

And did you ever see ‘contains a source of phenylalanine’ on a food product and either buy it or not buy it?

In the last 30 years we’ve created more information that in the previous 5000 years all put together, but The Henley Centre reports that 70% of people agree with the statement ‘I can never have too much information.’

Faraday Institute LogoA couple of weeks ago I was at a conference in Cambridge, and I met some people from an organisation called the Faraday Institute for Science and Religion. It’s a research enterprise based at St Edmund’s College, Cambridge, and they have more going on than their rather unassuming website would suggest.

Take a look at their multimedia section and you will find dozens of talks and seminars from all kinds of eminent scientists and theologians, on a wide variety of topics. Some of them are mainstream, like climate change and evolution, others noticeably esoteric, like the course on ‘Creation, Evil and Time’ by the ominously named Dr John Polkinghorne. Talks can be downloaded in audio and video or streamed on site. If you’re a Christian scientist, or a science student. There’s plenty of useful perspectives here that you’ll never hear in a church.

More extensive information can be found in the Faraday papers, or for a great summary of the issues around climate change and faith, see Sir John Houghton’s briefing. He’s a former chair of the IPCC, so he knows what he’s talking about.

Chicken Out! Campaign Sign-upFrom the activity on the search engines it seems there’s a bit of a buzz around Hugh’s Chicken Run, which I mentioned the other day. I thought I might follow it up quickly with some further links.
If you’ve seen the programmes and would like to sign the petition, visit chickenout.tv. The number of signatories has doubled in the last two days, which is good to see.

If you’re convinced you never wish to eat cheap supermarket bird again, check out the friendly-looking Free Range Review to see where to buy good local chicken in your area.

For more information on the ethical treatment of animals, Compassion in World Farming is a useful source of news, while the Soil Association continues to lead the way on good agriculture both in organics and free range.

Meanwhile in the egg debate, the co-op has announced it will no longer stock eggs from battery hens, leaving just Tesco and Asda holding out on their right to keep hens in cages.  Jamie Oliver will be looking at the egg debate in his own contribution to channel four’s food season in his Jamie’s Fowl Dinners, showing on friday at 9pm.

Hugh's Chicken RunIt’s not often I write about television, but I would like to draw your attention to Channel Four’s current food season, The Big Food Fight. They’ve lined up their three main chefs, Gordon Ramsey, Jamie Oliver and Hugh Fearnley Whittingstall, to explore where our food comes from.

It’s a team I have a lot of respect for. Each of them have campaigned for better food in different ways, some of them very successfully. The whole season looks interesting, but I’d like to highlight Hugh’s Chicken Out initiative in particular.

Hugh Fearnley Whittingstall has been a leading voice on ethical meat eating, and will be looking at chicken in a series of programmes called Hugh’s Chicken Run, in which he abandons the usual principles of the River Cottage and takes up intensive chicken farming. In the UK we eat over 850 million chickens every year, and 95% of them are intensively farmed. That means cramped indoor conditions, and short and unhealthy lives. The programme aims to portray the practices behind cheap supermarket poultry, and persuade the British public to vote with their wallets and buy free range.

There’s a website to support the campaign, chickenout.tv, and this is their video introduction to raising chickens for meat:

Names are being collected for a petition to the government and to supermarkets. You can sign it at chickenout.tv

[update: for the latest on the campaign, take the free range challenge.]

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