We start with submissions by Professors Mike Kelly and Alan Warde.
Professor Mike Kelly, NICE
Theories of social
practice developed in Sociology and conventional models of behaviour change
This position
paper will focus on the connection between the theories of social practice
developed in Sociology and conventional models of behaviour change. The importance of taking a social as
well as an individual approach will be considered. The paper will explore the underlying predictive approach to
behaviour change and trace its origins to the successes of public health in
dealing with communicable disease in the nineteenth century and smoking in the
twentieth century. The tendency to
define all behaviour as risky will be explored and the importance of
disassembling the component parts
of behaviours that are changing or may be subject to change will be
considered. Some results from the
work of the Behaviour and Health Research Unit at Cambridge will be presented.
Professor Alan Warde, University of Manchester
Sustainable consumption and policies for behaviour change
Sustainable consumption and policies for behaviour change
Patterns of personal and household consumption are
major sources of pressure for sustainability. The preferred response of
incumbent political elites is economic growth and technological innovation.
This is very unlikely to be adequate; governments implicitly admit as much by
deeming it necessary to address sustainability as a problem of changing
personal and collective behaviour. The current political
fashion, at least in the UK and USA, is for ‘behavioural change’ initiatives
which encourage citizens to assume greater ‘personal responsibility’ for their
lifestyles and their ‘choices’ in the market-place. Such solutions relieve
governments of responsibility and appeal to a common-sense western
understanding of consumption, in terms of consumer sovereignty. Political ‘solutions’ are strongly rooted in a perception that the figure to be
dealt with (arguably an ideological and imaginary figure) is the ‘sovereign
consumer’, who, relatively autonomously, reflects on his/her lifestyle, in
light of available money and time, and selects goods and services entirely
voluntarily to match preferences and values. Most would say that these policy approaches have
been ineffective. Arguably that is because of a basic failure to see
consumption as a form of social and practical activity.
Cognitive science (and Behavioural Economics)
suggests that action rarely proceeds from consulting our values and attitudes,
but is instead rapid responses to cues provided in the external environment,
conjured up from habits and intuitions about the nature of the situation in
which we find ourselves. This implies that to alter behaviour requires changing
the environment of action rather than changing people’s minds. As individuals
we often have limited control over what things we use and how we use them.
Convention, infrastructure and shared goals constrain everyone. Types and
levels of consumption tend to be determined socially and collectively. A
practice-theoretical approach acknowledges this, proposing that consumption is
less a matter of individual expression and choice, and more a corollary of the
conventions of the range of the specific, socially-organized practices felt to
be necessary to live a good life. For much of the time participation in a
practice means nothing more than the requisitioning of familiar items and their
routine application to well understood activities. Performances recognised as
competent – for example in the environmentally sensitive fields of eating,
heating and cooling, and transport – are orientated by and towards collectively
accredited and locally situated conventions associated with such practices.
Hence behaviour change targeted at influencing individual choice at the point
of purchase will never suffice. New modes of intervention are required, with
less emphasis on personal education or ethical conversion and more on reviewing
the social organization and infrastructures of particular practices.
No comments:
Post a Comment