Synchronizing Science and Technology with Human Behaviour To B Synchronizing Science and Technology with Human Behaviour Ralf Brand London • Sterling, VA First published by Earthscan in the UK and USA in 2005 Copyright © Ralf Brand 2005 ights reser v ed reserv All rrights ISBN-13 ISBN-10 ISBN-13 ISBN-10 978-1-84407-247-7 1-84407-247-9 978-1-84407-251-4 1-84407-251-7 paperback paperback hardback hardback Typesetting by JS Typesetting Ltd, Porthcawl, Mid Glamorgan Printed and bound in the UK by Cromwell Press Ltd, Trowbridge Cover design by Yvonne Booth For a full list of publications please contact: Earthscan 8–12 Camden High Street London, NW1 0JH, UK Tel: +44 (0)20 7387 8558 Fax: +44 (0)20 7387 8998 Email:
[email protected] .ear thscan.co .uk Web: www www.ear .earthscan.co thscan.co.uk 22883 Quicksilver Drive, Sterling, VA 20166-2012, USA Earthscan is an imprint of James and James (Science Publishers) Ltd and publishes in association with the International Institute for Environment and Development. A catalogue record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Brand, Ralf. Synchronizing science and technnology with human behaviour / Ralf Brand. p. cm. Includes bibliographical references and index. ISBN-13 978-1-84407-251-4 (hardback) ISBN-10 1-84407-251-7 (hardback) ISBN-13 978-1-84407-247-7 (pbk.) ISBN-10 1-84407-247-9 (pbk.) 1. Technology–Social aspects. 2. Sustainable development. I. Title. T14.5.B697 2005 303.48’–dc22 2005027699 Printed on elemental chlorine-free paper Contents List of Figures,Tables and Boxes List of Acronyms and Abbreviations vii ix 1 Setting the Stage 1 2 The Na ture of the Problem Nature The technical-fix approach The behavioural-fix approach Ringing bells The seamless web 7 7 16 22 25 3 Co-ev olution in Action Co-evolution Hasselt Fürstenfeldbruck 35 36 55 4 To w ards a Theor y of Co-ev olution Theory Co-evolution Limits to describe are limits to imagine Co-evolution as deliberate symbiosis The memetics of co-evolution 67 67 71 72 5 Memes of Co-ev olution Co-evolution New technologies provide a new range of choices New technologies make socially desired behaviours attractive Participation facilitates synchronic pre-adaptation New technologies require social embedding Strategic alliances are more productive than ideological purity Inventiveness enables a departure from the prevailing discourse Critical mass is crucial to overcome path dependencies Definition of co-evolution 77 77 82 87 94 98 104 114 118 6 Anticipa tion of Cr iticism Anticipation Criticism Co-evolution is old wine in new bottles Established professions will undermine co-evolution 123 123 125 vi 7 Synchronizing Science and Technology with Human Behaviour Common sense is not susceptible to co-evolution Co-evolution is not radical enough Co-evolution is too radical Co-