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LIVING IN HARMONY WITH NATURE: A POST-HUMAN ANALYSIS OF
CONSUMERS’ RELATIONSHIPS WITH NATURE !
By !
Joachim Scholz ! !
A thesis submitted to the Graduate Program in Management - School of Business
in conformity with the requirements for the
Doctor of Philosophy !
Queen’s University
Kingston, Ontario, Canada
January, 2014 !
Copyright © Joachim Scholz, 2014 !
Abstract !
Living in harmony with nature is a pervasive ideology, or cultural blueprint, of how a "sus- tainable future,” a "good society,” and a "fulfilled life" would look like. However, this notion of harmony with nature is highly paradoxical, as consumers often want and even must dominate and control nature. The current thesis explores consumers’ desires of living in harmony with na- ture through a post-human analysis of how backcountry hikers negotiate tensions between utili- tarian and romantic discourses of nature vis-à-vis their experience of material forces of nature.
Through conceptualizing nature as an active actor in a symmetric assemblage of material and cultural entities (i.e., nature agency), this thesis contributes to our understanding of the human/ nature relationship, materialism, and sustainable consumption.
Findings are presenting through three interrelated themes. The first theme highlights how hikers appropriate romantic discourses by seeking harmony in a nature that is perceived as exter- nal to civilization. Noting the contradiction that hikers’ quest for being in harmony with a “ro- mantic nature” oftentimes exposes them to higher physical dangers in material nature, the subse- quent themes explore how harmony can arise when hikers have to struggle with physical dangers of nature. Focusing on physical dangers that are experienced in material nature, theme 2 finds that hikers’ relationship with nature is highly ambivalent: They strive to experience “more nature and less civilization”, but also “more civilization and less nature.” The third theme explores how meanings of nature and technology emerge from fluidly shifting assemblages, finding that the same technological resources can both distract from and enable feelings of harmony with nature.