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.

Effects of fertility management strategies on phosphorus bioavailability in four West African soils

Low phosphorus (P) in acid sandy soils of the West African Sudano-Sahelian zone is a major limitation to crop growth. To compare treatment effects on total dry matter (TDM) of crops and plant available P (P-Bray and isotopically exchangeable P), field experiments were carried out for 2 years at four sites where annual rainfall ranged from 560 to 850 mm and topsoil pH varied between 4.2 and 5.6. Main treatments were: (i) crop residue (CR) mulch at 500 and 2000 kg ha^-1, (ii) eight different rates and sources of P and (iii) cereal/legume rotations including millet (Pennisetum glaucum L.), sorhum [Sorghum bicolor (L.) Moench], cowpea (Vigna unguiculata Walp.) and groundnut (Arachis hypogaea L.). For the two Sahelian sites with large CR-induced differences in TDM, mulching did not modify significantly the soils' buffering capacity for phosphate ions but led to large increases in the intensity factor (C_p) and quantity of directly available soil P (E_1min). In the wetter Sudanian zone lacking effects of CR mulching on TDM mirrored a decline of E_1min with CR. Broadcast application of soluble single superphosphate (SSP) at 13 kg P ha^-1 led to large increases in C_p and quantity of E_1min at all sites which translated in respective TDM increases. The high agronomic efficiency of SSP placement (4 kg P ha^-1) across sites could be explained by consistent increases in the quantity factor which confirms the power of the isotopic exchange method in explaining management effects on crop growth across the region.

Multi-site time-trend analysis of soil fertility management effects on crop production in sub-Saharan West Africa

Soil fertility constraints to crop production have been recognized widely as a major obstacle to food security and agro-ecosystem sustainability in sub-Saharan West Africa. As such, they have led to a multitude of research projects and policy debates on how best they should be overcome. Conclusions, based on long-term multi-site experiments, are lacking with respect to a regional assessment of phosphorus and nitrogen fertilizer effects, surface mulched crop residues, and legume rotations on total dry matter of cereals in this region. A mixed model time-trend analysis was used to investigate the effects of four nitrogen and phosphorus rates, annually applied crop residue dry matter at 500 and 2000 kg ha^-1, and cereal-legume rotation versus continuous cereal cropping on the total dry matter of cereals and legumes. The multi-factorial experiment was conducted over four years at eight locations, with annual rainfall ranging from 510 to 1300 mm, in Niger, Burkina Faso, and Togo. With the exception of phosphorus, treatment effects on legume growth were marginal. At most locations, except for typical Sudanian sites with very low base saturation and high rainfall, phosphorus effects on cereal total dry matter were much lower with rock phosphate than with soluble phosphorus, unless the rock phosphate was combined with an annual seed-placement of 4 kg ha^-1 phosphorus. Across all other treatments, nitrogen effects were negligible at 500 mm annual rainfall but at 900 mm, the highest nitrogen rate led to total dry matter increases of up to 77% and, at 1300 mm, to 183%. Mulch-induced increases in cereal total dry matter were larger with lower base saturation, reaching 45% on typical acid sandy Sahelian soils. Legume rotation effects tended to increase over time but were strongly species-dependent.

Soil fertility and nutrient status of traditional Gayo coffee agroforestry systems in the Takengon region, Aceh Province, Indonesia

Little is known about the traditional coffee cultivation systems in Central Aceh, Indonesia, where coffee production is a major source of income for local Gayo people. Based on field observations and farmer interviews, 14 representative agroforestry coffee plantations of different age classes (60-70 years, 30-40 years, and 20 years) as well as seven adjacent grassland and native forest sites were selected for this study, and soil and coffee leaf samples collected for nutrient analysis. Significant differences in soil and coffee leaf parameters were found between former native forest and Sumatran pine (Pinus merkusii) forest as previous land cover indicating the importance of the land use history for today’s coffee cultivation. Soil pH as well as exchangeable Na and Ca concentrations were significantly lower on coffee plantations compared to grassland and forest sites. Soil C, N, plant available P, exchangeable K, and Mg concentrations showed no consistent differences between land use groups. Nitrogen (N), phosphorus (P), and potassium (K) concentrations of coffee leaves were in the sufficiency range, whereas zinc (Zn) contents were found to be consistently below the sufficiency threshold and significantly lower in coffee plantations of previous pine forest cover compared to those of previous native forest cover. While the results of this study provided insights into the nutrient status of coffee plantations in Central Aceh, the heterogeneity of site conditions, limited sampling size, and scarcity of reliable data about the land use history and initial soil conditions of sampled sites preclude more definitive conclusions about the sustainability of the studied systems.

Influence of education levels on dissemination of soil fertility management information in the central highlands of Kenya

Inadequate links between researchers and farmers has resulted in low uptake of research advances recommended to improve food security in the central highlands of Kenya. Access to timely and accurate information by extension agents and farmers is paramount in dissemination of soil fertility management practices. Hence, the study sought to investigate the effect of education levels on communication channels used to disseminate soil fertility technologies in the Central highlands of Kenya. Questionnaires were used to elicit information from 105 extension agents and 240 farmers. About 50.5% of the extension officers were certificate holders while 29.5% were diploma holders from agricultural institutes. Majority of the farmers had attained primary education (59.6%) while 25.8% and 9.2% had attained secondary and post secondary education, respectively. Research institutions were the most accessible sources of information on soil fertility management practices by extension agents while internet and scientific conferences were the least scored as accessible sources of soil fertility management information by extension agents. Education levels significantly influenced preference of individual approach methods by farmers. There was a significant positive relationship between education and accessibility of internet as a source of information on green manure. The implication of the study was that education levels influenced the mode of communication used in the transfer of soil fertility research outputs to the end users. Consequently, it is extremely important to consider education levels in selection of dissemination pathways used in agriculture.

Normative and cognitive influences on female entrepreneurial reluctance at the base of the pyramid - an explorative study of cleaning ladies in Istanbul

Previous research has considered entrepreneurship as a way out of poverty and as a chance to foster economic growth. Moreover, specifically start-ups headed by women have played an important role in the economic development and it has been argued that gender-related issues, amongst others, play a significant role for the performance of a country or region. Against this background, this qualitative study explores desires, reluctances and constraints toward entrepreneurial activities of a comparably homogenous group of potential (poor) entrepreneurs in an emerging economy—cleaning ladies in Istanbul. We focus on this particular context as still rather little is known on reasons why women do not start a business (in Turkey). We believe exploring the reasons why certain individuals choose not to become entrepreneurs is at least as telling as investigating why they do so. We draw upon the social dimensions of entrepreneurship by Shapero and Sokol (1982) alongside Institutional Theory and posit that normative and cognitive forces may shape individual decisions on entrepreneurship. We identified two basic clusters of women and discuss possible hindrance factors undermining entrepreneurial desires and limitations for entrepreneurship as well as possible avenues for policy makers (and MNCs) to foster entrepreneurship in the given community.

Biochar improves fertility of a clay soil in the Brazilian Savannah: short term effects and impact on rice yield

The objective of this study was to report single season effects of wood biochar (char) application coupled with N fertilization on soil chemical properties, aerobic rice growth and grain yield in a clayey Rhodic Ferralsol in the Brazilian Savannah. Char application effected an increase in soil pH, K, Ca, Mg, CEC, Mn and nitrate while decreasing Al content and potential acidity of soils. No distinct effect of char application on grain yield of aerobic rice was observed. We believe that soil properties impacted by char application were inconsequential for rice yields because neither water, low pH, nor the availability of K or P were limiting factors for rice production. Rate of char above 16 Mg ha^(−1) reduced leaf area index and total shoot dry matter by 72 days after sowing. The number of panicles infected by rice blast decreased with increasing char rate. Increased dry matter beyond the remobilization capacity of the crop, and high number of panicles infected by rice blast were the likely cause of the lower grain yield observed when more than 60 kg N ha^(−1) was applied. The optimal rate of N was 46 kg ha^(−1) and resulted in a rice grain yield above 3 Mg ha^(−1).