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With respect to the developing and threshold economies, it is no longer the poor who are the only focus of media attention. Today, the new middle classes are about to take centre stage, too. With their lifestyles and attitudes, the new middle classes are considered to be both the products as well as the promoters of globalization. They are a highly heterogeneousgroup in socio-economicterms as well as in habits 1 and preferences, including their societal role as consumers and citizens. The ?rst wave of scholarly and political attention can be traced back to the mid-nineties. The focal point was surprise and unease about indubitable symptoms of consumerism which, until then had been seen as a characteristic of the richest western societies. However, since the nineties, consumerism has run rampant in - velopingcountriestoo.Thishasparticularlybeennotedwithrespecttotheemerging middle classes in South East Asia. The "will to consume seemed inexhaustible, and appetites insatiable. This rage to consume ...] was both celebrated and feared by political leadersand other social/moralgatekeepers, who beganto condemnthe p- cess as 'Westernization' and even 'westoxi?cation"' (Chua 2000: xii). Ever since, the debate about the lifestyles of the new middle classes and their role in society has gained momentum.
With respect to the developing and threshold economies, it is no longer the poor who are the only focus of media attention. Today, the new middle classes are about to take centre stage, too. With their lifestyles and attitudes, the new middle classes are considered to be both the products as well as the promoters of globalization. They are a highly heterogeneousgroup in socio-economicterms as well as in habits 1 and preferences, including their societal role as consumers and citizens. The ?rst wave of scholarly and political attention can be traced back to the mid-nineties. The focal point was surprise and unease about indubitable symptoms of consumerism which, until then had been seen as a characteristic of the richest western societies. However, since the nineties, consumerism has run rampant in - velopingcountriestoo.Thishasparticularlybeennotedwithrespecttotheemerging middle classes in South East Asia. The "will to consume seemed inexhaustible, and appetites insatiable. This rage to consume ...] was both celebrated and feared by political leadersand other social/moralgatekeepers, who beganto condemnthe p- cess as 'Westernization' and even 'westoxi?cation"' (Chua 2000: xii). Ever since, the debate about the lifestyles of the new middle classes and their role in society has gained momentum.
Die Notwendigkeit eines radikalen Wandels der augenblicklichen
Produktions- und Verbrauchsgewohnheiten (Agenda 21) wird heute
breit akzeptiert. Andererseits formuliert die
sozialwissenschaftliche Literatur immer neue Zweifel, wie weit es
der Politik uberhaupt noch moglich ist, tiefer greifende
Veranderungen erfolgreich zu steuern.
OEkologisches Handeln gilt heute als rundum positive Zielvorstellung. Die Praxis des alltaglichen Handelns entspricht dem jedoch bei weitem nicht. Die Grunde werden noch immer in unzureichendem Umweltbewusstsein gesehen. Eine solche Sichtweise abstrahiert jedoch von zweierlei: Der Begriff "oekologisches Handeln" bezeichnet keine Handlungspraxis neben anderen (wie Wohnen, Arbeiten, Reisen etc.), sondern einen Zielaspekt neben anderen. Daher kommt es hier unvermeidlich zu Zielkonflikten, denen mit Moral nur bedingt beizukommen ist. Die Moralisierung oekologisch unzutraglicher Verhaltensmuster abstrahiert zum anderen von der soziologischen Basistatsache, dass Handlungsmuster von Personen keineswegs nur von deren Einstellungen und Werten abhangen. Sie sind eingebunden in die Grenzen der materiellen und institutionellen Strukturen des Alltags, in gewachsene Arbeitsteilungen und in soziale und kulturelle Routinen, die individuell nur bedingt ignoriert werden koennen. Ein Mehr an oekologischem Verhalten fuhrt daher zwingend zu einem Mehr an sozialen Konflikten. Dieser Band beschreibt solche Konflikte im Spannungsfeld von Wohnen-Mobilitat-Arbeiten und sucht nach Moeglichkeiten der Problembearbeitung zwischen privater Alltagsbewaltigung und Politik.
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