Myth Busting: Living in Harmony with Nature is Less Harmonic than it Seems

Abstract

Purpose – This paper explores a pervasive yet little explored myth that underlies much marketing theory and practice: living in harmony with nature. While previous research typically presents “harmony with nature” as something consumers can easily find by returning to a benevolent “Mother Nature,” the current research problematizes how “harmony with nature” is discursively constructed in contemporary advertisements.

Methodology/approach – This paper traces the visual genealogy of contemporary advertising imagery to explore different discursive constructions of the harmony myth. Over 600 advertisements published in Backpacker magazine between 2007 and 2009 form the database for this research.

Findings – Drawing on a more nuanced understanding of the organic framework of nature, and representations of nature in the artistic genre of Romantic landscape painting, the current research finds that divergent images of an “Arcadian” and “Dynamic” nature give rise to different constructions of harmony that are fraught with tension. Harmony might be as easily lost as it is found, or it might never be achieved at all.

Originality/value of paper – This research shows that living in harmony with nature is less harmonic than it seems. It extends previous research that adopted an implicitly unproblematic understanding of finding harmony in nature by uncovering nuances and contradictions within contemporary manifestations of the harmony myth. Implications for marketers and for our understanding of the human/nature relationship more generally are offered.

Citation

Scholz, J. (2012), "Myth Busting: Living in Harmony with Nature is Less Harmonic than it Seems", Belk, R.W., Askegaard, S. and Scott, L. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 14), Emerald Group Publishing Limited, Leeds, pp. 297-313. https://doi.org/10.1108/S0885-2111(2012)0000014019