Mythen und Mythenbildung in Kunst und Werbung

Aufgrund der breiten aktuellen Verwendung des Mythen-Begriffs in Kunst und Werbung, aber darüber hinaus auch in nahezu allen Bereichen gesellschaftlichen Lebens und vor allem in der Philosophie ergibt sich die Notwendigkeit, einen erweiterten Mythos-Begriff über das Historisch-Authentische hinaus zu verfolgen. Ausgehend von einer strukturalen Annäherung an den Mythos-Begriff im Sinne des von Roland Barthes vorgeschlagenen sekundären semiologischen Systems, d.h. einer semiologischen Sinnverschiebung zur Schaffung einer neuen – mythischen – Bedeutung, fordert diese neue Bedeutung eine Analyse, eine Mythenanalyse heraus. Dies ist deshalb so entscheidend, weil eben diese neue Bedeutung ihr mythisches Profil im Sinne von Hans Blumenberg durch forcierte Bedeutsamkeit für Individuen oder für bestimmte gesellschaftliche Gruppierungen unterlegt, z.B. durch bewusst intensive Wiederholung eines Themas oder durch unerwartete Koinzidenzen von Ereignissen oder durch Steigerung bzw. Depotenzierung von Fakten. Der erweiterte Mythen-Begriff verlangt nach einer Strukturierung und führt dabei zu unterschiedlichen Mythen-Ansätzen: zum Ursprungsstoff des authentischen Mythos und darauf basierender Geisteslage, zum Erkennen eines reflektierten Mythos, wenn es um das Verhältnis Mythos/Aufklärung geht, zum Zeitgeist-Mythos mit seinen umfangreichen Ausprägungen ideologischer, affirmativer und kritischer Art oder zu Alltagsmythen, die sich auf Persönlichkeitskulte und Sachverherrlichungen beziehen. Gerade der letztere Typus ist das Terrain der Werbung, die über den Gebrauchswert eines Produktes hinaus Wert steigernde Tauschwerte durch symbolische Zusatzattribute erarbeiten möchte. Hierbei können Markenmythen unterschiedlichster Prägung entstehen, denen wir täglich im Fernsehen oder im Supermarkt begegnen. Die Manifestation des Mythos in der Kunst ist einerseits eine unendliche Transformationsgeschichte mythischer Substanzen und andererseits ein überhöhender Bezug auf Zeitgeisterscheinungen, etwa bei dem Mythos des Künstlers selbst oder der durch ihn vorgenommenen „Verklärung des Gewöhnlichen“. Die Transformationsprozesse können u.a . prototypisch an zwei Beispielketten erläutert werden, die für den Kunst/Werbung-Komplex besonders interessant sind, weil ihr Charakter sich in einem Fall für die Werbung als äußerst Erfolg versprechend erwiesen hat und weil sich im zweiten Fall geradezu das Gegenteil abzeichnet: Zum einen ist es die Mythengestalt der Nymphe, jene jugendliche, erotisch-verführerische Frauengestalt, die über ihre antiken Wurzeln als Sinnbild der Lebensfreude und Fruchtbarkeit hinaus in und nach der Renaissance ihre Eignung als Verbildlichung der Wiederzulassung des Weiblichen in der Kunst beweist und schließlich der Instrumen-talisierung der Werbung dient. Im anderen Fall ist es die Geschichte der Medusa, die man idealtypisch als die andere Seite der Nympha bezeichnen kann. Hier hat Kunst Auf-klärungsarbeit geleistet, vor allem durch die Verschiebung des medusischen Schreckens von ihr weg zu einer allgemein-medusischen Realität, deren neue Träger nicht nur den Schrecken, sondern zugleich ihre Beteiligung an der Schaffung dieses Schreckens auf sich nehmen. Mythosanalyse ist erforderlich, um die Stellungnahmen der Künstler über alle Epochen hinweg und dabei vor allem diese Transformationsprozesse zu erkennen und im Sinne von Ent- oder Remythologisierung einzuordnen. Die hierarchische Zuordnung der dabei erkannten Bedeutungen kann zu einem Grundbestandteil einer praktischen Philosophie werden, wenn sie einen Diskurs durchläuft, der sich an Jürgen Habermas’ Aspekt der Richtigkeit für kommunikatives Handeln unter dem Gesichtspunkt der Toleranz orientiert. Dabei ist nicht nur zu beachten, dass eine verstärkte Mythenbildung in der Kunst zu einem erweiterten Mythen-begriff und damit zu dem erweiterten, heute dominierenden Kunstbegriff postmoderner Prägung geführt hat, sondern dass innerhalb des aktuellen Mythenpakets sich die Darstellungen von Zeitgeist- und Alltagsmythen zu Lasten des authentischen und des reflektierten Mythos entwickelt haben, wobei zusätzlich werbliche Markenmythen ihre Entstehung auf Verfahrensvorbildern der Kunst basieren. Die ökonomische Rationalität der aktuellen Gesellschaft hat die Mythenbildung keines-wegs abgebaut, sie hat sie im Gegenteil gefördert. Der neuerliche Mythenbedarf wurde stimuliert durch die Sinnentleerung der zweckrationalisierten Welt, die Ersatzbedarf anmeldete. Ihre Ordnungsprinzipien durchdringen nicht nur ihre Paradedisziplin, die Ökonomie, sondern Politik und Staat, Wissenschaft und Kunst. Das Umschlagen der Aufklärung wird nur zu vermeiden sein, wenn wir uns Schritt für Schritt durch Mythenanalyse unserer Unmündigkeit entledigen.

Decision‐Making in Public Good Dilemmas: Theory and Agent‐Based Simulation

In many real world contexts individuals find themselves in situations where they have to decide between options of behaviour that serve a collective purpose or behaviours which satisfy one’s private interests, ignoring the collective. In some cases the underlying social dilemma (Dawes, 1980) is solved and we observe collective action (Olson, 1965). In others social mobilisation is unsuccessful. The central topic of social dilemma research is the identification and understanding of mechanisms which yield to the observed cooperation and therefore resolve the social dilemma. It is the purpose of this thesis to contribute this research field for the case of public good dilemmas. To do so, existing work that is relevant to this problem domain is reviewed and a set of mandatory requirements is derived which guide theory and method development of the thesis. In particular, the thesis focusses on dynamic processes of social mobilisation which can foster or inhibit collective action. The basic understanding is that success or failure of the required process of social mobilisation is determined by heterogeneous individual preferences of the members of a providing group, the social structure in which the acting individuals are contained, and the embedding of the individuals in economic, political, biophysical, or other external contexts. To account for these aspects and for the involved dynamics the methodical approach of the thesis is computer simulation, in particular agent-based modelling and simulation of social systems. Particularly conductive are agent models which ground the simulation of human behaviour in suitable psychological theories of action. The thesis develops the action theory HAPPenInGS (Heterogeneous Agents Providing Public Goods) and demonstrates its embedding into different agent-based simulations. The thesis substantiates the particular added value of the methodical approach: Starting out from a theory of individual behaviour, in simulations the emergence of collective patterns of behaviour becomes observable. In addition, the underlying collective dynamics may be scrutinised and assessed by scenario analysis. The results of such experiments reveal insights on processes of social mobilisation which go beyond classical empirical approaches and yield policy recommendations on promising intervention measures in particular.

Capturing Emergent Semantics from Social Annotation Systems

The ongoing growth of the World Wide Web, catalyzed by the increasing possibility of ubiquitous access via a variety of devices, continues to strengthen its role as our prevalent information and commmunication medium. However, although tools like search engines facilitate retrieval, the task of finally making sense of Web content is still often left to human interpretation. The vision of supporting both humans and machines in such knowledge-based activities led to the development of different systems which allow to structure Web resources by metadata annotations. Interestingly, two major approaches which gained a considerable amount of attention are addressing the problem from nearly opposite directions: On the one hand, the idea of the Semantic Web suggests to formalize the knowledge within a particular domain by means of the "top-down" approach of defining ontologies. On the other hand, Social Annotation Systems as part of the so-called Web 2.0 movement implement a "bottom-up" style of categorization using arbitrary keywords. Experience as well as research in the characteristics of both systems has shown that their strengths and weaknesses seem to be inverse: While Social Annotation suffers from problems like, e. g., ambiguity or lack or precision, ontologies were especially designed to eliminate those. On the contrary, the latter suffer from a knowledge acquisition bottleneck, which is successfully overcome by the large user populations of Social Annotation Systems. Instead of being regarded as competing paradigms, the obvious potential synergies from a combination of both motivated approaches to "bridge the gap" between them. These were fostered by the evidence of emergent semantics, i. e., the self-organized evolution of implicit conceptual structures, within Social Annotation data. While several techniques to exploit the emergent patterns were proposed, a systematic analysis - especially regarding paradigms from the field of ontology learning - is still largely missing. This also includes a deeper understanding of the circumstances which affect the evolution processes. This work aims to address this gap by providing an in-depth study of methods and influencing factors to capture emergent semantics from Social Annotation Systems. We focus hereby on the acquisition of lexical semantics from the underlying networks of keywords, users and resources. Structured along different ontology learning tasks, we use a methodology of semantic grounding to characterize and evaluate the semantic relations captured by different methods. In all cases, our studies are based on datasets from several Social Annotation Systems. Specifically, we first analyze semantic relatedness among keywords, and identify measures which detect different notions of relatedness. These constitute the input of concept learning algorithms, which focus then on the discovery of synonymous and ambiguous keywords. Hereby, we assess the usefulness of various clustering techniques. As a prerequisite to induce hierarchical relationships, our next step is to study measures which quantify the level of generality of a particular keyword. We find that comparatively simple measures can approximate the generality information encoded in reference taxonomies. These insights are used to inform the final task, namely the creation of concept hierarchies. For this purpose, generality-based algorithms exhibit advantages compared to clustering approaches. In order to complement the identification of suitable methods to capture semantic structures, we analyze as a next step several factors which influence their emergence. Empirical evidence is provided that the amount of available data plays a crucial role for determining keyword meanings. From a different perspective, we examine pragmatic aspects by considering different annotation patterns among users. Based on a broad distinction between "categorizers" and "describers", we find that the latter produce more accurate results. This suggests a causal link between pragmatic and semantic aspects of keyword annotation. As a special kind of usage pattern, we then have a look at system abuse and spam. While observing a mixed picture, we suggest that an individual decision should be taken instead of disregarding spammers as a matter of principle. Finally, we discuss a set of applications which operationalize the results of our studies for enhancing both Social Annotation and semantic systems. These comprise on the one hand tools which foster the emergence of semantics, and on the one hand applications which exploit the socially induced relations to improve, e. g., searching, browsing, or user profiling facilities. In summary, the contributions of this work highlight viable methods and crucial aspects for designing enhanced knowledge-based services of a Social Semantic Web.

Photovoltaic hybrid systems for rural electrification in the Mekong countries

In rural areas of the Mekong Countries, the problem of electricity supplying rural communities is particularly alarming. Supplying power to these areas requires facilities that are not economically viable. However, government programs are under way to provide this product that is vital to community well being. A nation priority of Mekong Countries is to provide electrical power to people in rural areas, within normal budgetary constraints. Electricity must be introduced into rural areas in such a way that maximize the technical, economic and social benefit. Another consideration is the source of electrical generation and the effects on the natural environment. The main research purpose is to implement field tests, monitoring and evaluation of the PV-Diesel Hybrid System (PVHS) at the Energy Park of School of Renewable Energy Technology (SERT) in order to test the PVSH working under the meteorological conditions of the Mekong Countries and to develop a software simulation called RES, which studies the technical and economic performance of rural electrification options. This software must be easy to use and understand for the energy planner on rural electrification projects, to evaluate the technical and economic performance of the PVHS based on the renewable energy potential for rural electrification of the Mekong Country by using RES. Finally, this project aims to give guidance for the possible use of PVHS application in this region, particularly in regard to its technical and economic sustainability. PVHS should be promoted according to the principles of proper design and adequate follow up with maintenance, so that the number of satisfied users will be achieved. PVHS is not the only possible technology for rural electrification, but for the Mekong Countries it is one of the most proper choices. Other renewable energy options such as wind, biomass and hydro power need to be studied in future.

BibSonomy: a social bookmark and publication sharing system

Social bookmark tools are rapidly emerging on the Web. In such systems users are setting up lightweight conceptual structures called folksonomies. The reason for their immediate success is the fact that no specific skills are needed for participating. In this paper we specify a formal model for folksonomies and briefly describe our own system BibSonomy, which allows for sharing both bookmarks and publication references in a kind of personal library.

Opportunities and constraints of peri-urban buffalo and dairy cattle systems in Faisalabad, Punjab, Pakistan

In the big cities of Pakistan, peri-urban dairy production plays an important role for household income generation and the supply of milk and meat to the urban population. On the other hand, milk production in general, and peri-urban dairy production in particular, faces numerous problems that have been well known for decades. Peri-urban dairy producers have been especially neglected by politicians as well as non-government-organizations (NGOs). Against this background, a study in Pakistan’s third largest city, Faisalabad (Punjab Province), was carried out with the aims of gathering basic information, determining major constraints and identifying options for improvements of the peri-urban milk production systems. For data collection, 145 peri-urban households (HH) engaged in dairy production were interviewed face to face using a structured and pretested questionnaire with an interpreter. For analyses, HH were classified into three wealth groups according to their own perception. Thus, 38 HH were poor, 95 HH well off and 12 HH rich (26.2%, 65.5% and 8.3%, respectively). The richer the respondents perceived their HH, the more frequently they were actually in possession of high value HH assets like phones, bank accounts, motorbikes, tractors and cars. Although there was no difference between the wealth groups with respect to the number of HH members (about 10, range: 1 to 23), the educational level of the HH heads differed significantly: on average, heads of poor HH had followed education for 3 years, compared to 6 years for well off HH and 8 years for rich HH. About 40% of the poor and well off HH also had off-farm incomes, while the percentage was much higher - two thirds (67%) - for the rich HH. The majority of the HH were landless (62%); the rest (55 HH) possessed agricultural land from 0.1 to 10.1 ha (average 2.8 ha), where they were growing green fodder: maize, sorghum and pearl millet in summer; berseem, sugar cane and wheat were grown in winter. Dairy animals accounted for about 60% of the herds; the number of dairy animals per HH ranged from 2 to 50 buffaloes (Nili-Ravi breed) and from 0 to 20 cows (mostly crossbred, also Sahiwal). About 37% (n=54) of the HH did not keep cattle. About three quarters of the dairy animals were lactating. The majority of the people taking care of the animals were family workers; 17.3% were hired labourers (exclusively male), employed by 11 rich and 32 well off HH; none of the poor HH employed workers, but the percentages were 33.7% for the well off and 91.7% for the rich HH. The total number of workers increased significantly with increasing wealth (poor: 2.0; well off:2.5; rich: 3.4). Overall, 69 female labourers were recorded, making up 16.8% of employed workers and one fourth of the HH’s own labourers. Apparently, their only duty was to clean the animals´ living areas; only one of them was also watering and showering the animals. Poor HH relied more on female workers than the other two groups: 27.1% of the workers of poor HH were women, but only 14.8% and 6.8% of the labour force of well off and rich HH were female. Two thirds (70%) of the HH sold milk to dhodis (middlemen) and one third (35%) to neighbours; three HH (2%) did doorstep delivery and one HH (1%) had its own shop. The 91 HH keeping both species usually sold mixed milk (97%). Clients for mixed and pure buffalo milk were dhodis (78%, respectively 59%) and neighbours (28%, respectively 47%). The highest milk prices per liter (Pakistani Rupees, 100 PKR @ 0.8 Euro) were paid by alternative clients (44 PKR; 4 HH), followed by neighbours (40 PKR, 50 HH); dhodis paid lower prices (36 PKR, 99 HH). Prices for pure buffalo and mixed milk did not differ significantly. However, HH obtaining the maximum price from the respective clients for the respective type of milk got between 20% (mixed milk, alternative clients) and 68% (mixed milk, dhodi) more than HH fetching the minimum price. Some HH (19%) reported 7% higher prices for the current summer than the preceding winter. Amount of milk sold and distance from the HH to the city center did not influence milk prices. Respondents usually named problems that directly affected their income and that were directly and constantly visible to them, such as high costs, little space and fodder shortages. Other constraints that are only influencing their income indirectly, e.g. the relatively low genetic potential of their animals due to neglected breeding as well as the short- and long-term health problems correlated with imbalanced feeding and insufficient health care, were rarely named. The same accounts for problems accompanying improper dung management (storage, disposal, burning instead of recycling) for the environment and human health. Most of the named problems are linked to each other and should be addressed within the context of the entire system. Therefore, further research should focus on systematic investigations and improvement options, taking a holistic and interdisciplinary approach instead of only working in single fields. Concerted efforts of dairy farmers, researchers, NGOs and political decision makers are necessary to create an economic, ecological and social framework that allows dairy production to serve the entire society. For this, different improvement options should be tested in terms of their impact on environment and income of the farmers, as well as feasibility and sustainability in the peri-urban zones of Faisalabad.

Changes of traditional farming systems and their effects on land degradation and socio-economic conditions in the Inle Lake region, Myanmar

At many locations in Myanmar, ongoing changes in land use have negative environmental impacts and threaten natural ecosystems at local, regional and national scales. In particular, the watershed area of Inle Lake in eastern Myanmar is strongly affected by the environmental effects of deforestation and soil erosion caused by agricultural intensification and expansion of agricultural land, which are exacerbated by the increasing population pressure and the growing number of tourists. This thesis, therefore, focuses on land use changes in traditional farming systems and their effects on socio-economic and biophysical factors to improve our understanding of sustainable natural resource management of this wetland ecosystem. The main objectives of this research were to: (1) assess the noticeable land transformations in space and time, (2) identify the typical farming systems as well as the divergent livelihood strategies, and finally, (3) estimate soil erosion risk in the different agro-ecological zones surrounding the Inle Lake watershed area. GIS and remote sensing techniques allowed to identify the dynamic land use and land cover changes (LUCC) during the past 40 years based on historical Corona images (1968) and Landsat images (1989, 2000 and 2009). In this study, 12 land cover classes were identified and a supervised classification was used for the Landsat datasets, whereas a visual interpretation approach was conducted for the Corona images. Within the past 40 years, the main landscape transformation processes were deforestation (- 49%), urbanization (+ 203%), agricultural expansion (+ 34%) with a notably increase of floating gardens (+ 390%), land abandonment (+ 167%), and marshlands losses in wetland area (- 83%) and water bodies (- 16%). The main driving forces of LUCC appeared to be high population growth, urbanization and settlements, a lack of sustainable land use and environmental management policies, wide-spread rural poverty, an open market economy and changes in market prices and access. To identify the diverse livelihood strategies in the Inle Lake watershed area and the diversity of income generating activities, household surveys were conducted (total: 301 households) using a stratified random sampling design in three different agro-ecological zones: floating gardens (FG), lowland cultivation (LL) and upland cultivation (UP). A cluster and discriminant analysis revealed that livelihood strategies and socio-economic situations of local communities differed significantly in the different zones. For all three zones, different livelihood strategies were identified which differed mainly in the amount of on-farm and off-farm income, and the level of income diversification. The gross margin for each household from agricultural production in the floating garden, lowland and upland cultivation was US$ 2108, 892 and 619 ha-1 respectively. Among the typical farming systems in these zones, tomato (Lycopersicon esculentum L.) plantation in the floating gardens yielded the highest net benefits, but caused negative environmental impacts given the overuse of inorganic fertilizers and pesticides. The Revised Universal Soil Loss Equation (RUSLE) and spatial analysis within GIS were applied to estimate soil erosion risk in the different agricultural zones and for the main cropping systems of the study region. The results revealed that the average soil losses in year 1989, 2000 and 2009 amounted to 20, 10 and 26 t ha-1, respectively and barren land along the steep slopes had the highest soil erosion risk with 85% of the total soil losses in the study area. Yearly fluctuations were mainly caused by changes in the amount of annual precipitation and the dynamics of LUCC such as deforestation and agriculture extension with inappropriate land use and unsustainable cropping systems. Among the typical cropping systems, upland rainfed rice (Oryza sativa L.) cultivation had the highest rate of soil erosion (20 t ha-1yr-1) followed by sebesten (Cordia dichotoma) and turmeric (Curcuma longa) plantation in the UP zone. This study indicated that the hotspot region of soil erosion risk were upland mountain areas, especially in the western part of the Inle lake. Soil conservation practices are thus urgently needed to control soil erosion and lake sedimentation and to conserve the wetland ecosystem. Most farmers have not yet implemented soil conservation measures to reduce soil erosion impacts such as land degradation, sedimentation and water pollution in Inle Lake, which is partly due to the low economic development and poverty in the region. Key challenges of agriculture in the hilly landscapes can be summarized as follows: fostering the sustainable land use of farming systems for the maintenance of ecosystem services and functions while improving the social and economic well-being of the population, integrated natural resources management policies and increasing the diversification of income opportunities to reduce pressure on forest and natural resources.