Synchronizing Science and Technology with Human Behaviour
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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-