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.

Organic inputs and farmers' management strategies in millet fields of western Niger

Research on soil fertility management in sub-Saharan Africa was criticized lately for largely ignoring farmers’ management strategies and the underlying principles. To fill this gap of knowledge, detailed interviews were conducted with 108 farm households about their rationale in managing the soil fertility of 307 individual fields in the agro-pastoral village territory of Chikal in western Niger. To amplify the farmers’ information on manuring and corralling practices, repeated measurements of applied amounts of manure were carried out within six 1-km^2 monitoring areas from February to October 1998. The interviews revealed that only 2% of the fields were completely fallowed for a period of 1–15 years, but 40% of the fields were at least partially fallowed. Mulching of crop residues was mainly practiced to fight wind erosion but was restricted to 36% of the surveyed fields given the alternative use of straw as livestock feed. Manure application and livestock corralling, as most effective tools to enhance soil fertility, were targeted to less than 30% of the surveyed fields. The application of complete fallow and manuring and corralling practices were strongly related to the households’ endowment with resources, especially with land and livestock. Within particular fields, measures were mainly applied to spots of poor soil fertility, while the restoration of the productivity of hard pans was of secondary importance. Given the limited spatial coverage of indigenous soil fertility measures and their strong dependence on farmers’ wealth, supplementary strategies to restrict the decline of soil fertility in the drought prone areas of Niger with their heavily weathered soils are needed.

Uncover the Concealed Link: Gender & Ethnicity-Divided Local Knowledge on the Agro-Ecosystem of a Forest Margin

This research is a study about knowledge interface that aims to analyse knowledge discontinuities, the dynamic and emergent characters of struggles and interactions within gender system and ethnicity differences. The cacao boom phenomenon in Central Sulawesi is the main context for a changing of social relations of production, especially when the mode of production has shifted or is still underway from subsistence to petty commodity production. This agrarian change is not only about a change of relationship and practice, but, as my previous research has shown, also about the shift of knowledge domination, because knowledge construes social practice in a dialectical process. Agroecological knowledge is accumulated through interaction, practice and experience. At the same time the knowledge gained from new practices and experiences changes mode of interaction, so such processes provide the arena where an interface of knowledge is manifested. In the process of agro-ecological knowledge interface, gender and ethnic group interactions materialise in the decision-making of production and resource allocation at the household and community level. At this point, power/knowledge is interplayed to gain authority in decision-making. When authority dominates, power encounters resistance, whereas the dominant power and its resistance are aimed to ensure socio-economic security. Eventually, the process of struggle can be identified through the pattern of resource utilisation as a realisation of production decision-making. Such processes are varied from one community to another, and therefore, it shows uniqueness and commonalities, especially when it is placed in a context of shifting mode of production. The focus is placed on actors: men and women in their institutional and cultural setting, including the role of development agents. The inquiry is informed by 4 major questions: 1) How do women and men acquire, disseminate, and utilise their agro ecological knowledge, specifically in rice farming as a subsistence commodity, as well as in cacao farming as a petty commodity? How and why do such mechanisms construct different knowledge domains between two genders? How does the knowledge mechanism apply in different ethnics? What are the implications for gender and ethnicity based relation of production? ; 2) Using the concept of valued knowledge in a shifting mode of production context: is there any knowledge that dominates others? How does the process of domination occur and why? Is there any form of struggle, strategies, negotiation, and compromise over this domination? How do these processes take place at a household as well as community level? How does it relate to production decision-making? ; 3) Putting the previous questions in two communities with a different point of arrival on a path of agricultural commercialisation, how do the processes of struggle vary? What are the bases of the commonalities and peculiarities in both communities?; 4) How the decisions of production affect rice field - cacao plantation - forest utilisation in the two villages? How does that triangle of resource use reflect the constellation of local knowledge in those two communities? What is the implication of this knowledge constellation for the cacao-rice-forest agroecosystem in the forest margin area? Employing a qualitative approach as the main method of inquiry, indepth and dialogic interviews, participant observer role, and document review are used to gather information. A small survey and children’s writing competition are supplementary to this data collection method. The later two methods are aimed to give wider information on household decision making and perception toward the forest. It was found that local knowledge, particularly knowledge pertaining to rice-forest-cacao agroecology is divided according to gender and ethnicity. This constellation places a process of decision-making as ‘the arena of interface’ between feminine and masculine knowledge, as well as between dominant and less dominant ethnic groups. Transition from subsistence to a commercial mode of production is a context that frames a process where knowledge about cacao commodity is valued higher than rice. Market mechanism, as an external power, defines valued knowledge. Valued knowledge defines the dominant knowledge holder, and decision. Therefore, cacao cultivation becomes a dominant practice. Its existence sacrifices the presence of rice field and the forest. Knowledge about rice production and forest ecosystem exist, but is less valued. So it is unable to challenge the domination of cacao. Various forms of struggles - within gender an ethnicity context - to resist cacao domination are an expression of unequal knowledge possession. Knowledge inequality implies to unequal access to withdraw benefit from market valued crop. When unequal knowledge fails to construct a negotiated field or struggles fail to reveal ‘marginal’ decision, e.g. intensification instead of cacao expansion to the forest, interface only produces divergence. Gender and ethnicity divided knowledge is unabridged, since negotiation is unable to produce new knowledge that accommodates both interests. Rice is loaded by ecological interest to conserve the forest, while cacao is driven by economic interest to increase welfare status. The implication of this unmediated dominant knowledge of cacao production is the construction of access; access to the forest, mainly to withdraw its economic benefit by eliminating its ecological benefit. Then, access to cacao as the social relationship of production to acquire cacao knowledge; lastly, access to defend sustainable benefit from cacao by expansion. ‘Socio-economic Security’ is defined by Access. The convergence of rice and cacao knowledge, however, should be made possible across gender and ethnicity, not only for the sake of forest conservation as the insurance of ecological security, but also for community’s socio-economic security. The convergence might be found in a range of alternative ways to conduct cacao sustainable production, from agroforestry system to intensification.

Effects of activated charcoal and quebracho tannins on the turnover of goat manure in irrigated organic agriculture of the subtropics

Agriculture in semi-arid and arid regions is constantly gaining importance for the security of the nutrition of humankind because of the rapid population growth. At the same time, especially these regions are more and more endangered by soil degradation, limited resources and extreme climatic conditions. One way to retain soil fertility under these conditions in the long run is to increase the soil organic matter. Thus, a two-year field experiment was conducted to test the efficiency of activated charcoal and quebracho tannin extract as stabilizers of soil organic matter on a sandy soil low in nutrients in Northern Oman. Both activated charcoal and quebracho tannin extract were either fed to goats and after defecation applied to the soil or directly applied to the soil in combination with dried goat manure. Regardless of the application method, both additives reduced decomposition of soil-applied organic matter and thus stabilized and increased soil organic carbon. The nutrient release from goat manure was altered by the application of activated charcoal and quebracho tannin extract as well, however, nutrient release was not always slowed down. While activated charcoal fed to goats, was more effective in stabilising soil organic matter and in reducing nutrient release than mixing it, for quebracho tannin extract the opposite was the case. Moreover, the efficiency of the additives was influenced by the cultivated crop (sweet corn and radish), leading to unexplained interactions. The reduced nutrient release caused by the stabilization of the organic matter might be the reason for the reduced yields for sweet corn caused by the application of manure amended with activated charcoal and quebracho tannin extract. Radish, on the other hand, was only inhibited by the presence of quebracho tannin extract but not by activated charcoal. This might be caused by a possible allelopathic effect of tannins on crops. To understand the mechanisms behind the changes in manure, in the soil, in the mineralisation and the plant development and to resolve detrimental effects, further research as recommended in this dissertation is necessary. Particularly in developing countries poor in resources and capital, feeding charcoal or tannins to animals and using their faeces as manure may be promising to increase soil fertility, sequester carbon and reduce nutrient losses, when yield reductions can be resolved.

Interrelatedness of grazing livestock with vegetation parameters and farmers’ livelihoods in the Mahafaly region, southwestern Madagascar

The study aims to get deeper insight into the highly extensive system of animal husbandry in the Mahafaly region of southwestern Madagascar. It tries to understand the major drivers for pastoral dynamics, land and resource use along a gradient in altitude and vegetation to consider the area’s high spatial and temporal heterogeneity. The study also analyzes the reproductive performance of local livestock as well as the owners’ culling strategies to determine herd dynamics, opportunities for economic growth, and future potential for rural development. Across seasons, plateau herds from both livestock species covered longer distances (cattle 13.6±3.02 km, goats 12.3±3.48 km) and were found further away from the settlements (cattle 3.1±0.96 km, goats 2.8±0.98 km) than those from the coastal plain (walking_dist: cattle 9.5±3.25 km, goats 9.2±2.57 km; max_dist: cattle 2.6±1.28 km, goats 1.8±0.61 km). Transhumant cattle were detected more vulnerable through limited access to pasture land and water resources compared to local herds. Seasonal water shortage has been confirmed as a key constraint on the plateau while livestock keeping along the coast is more limited by dry season forage availability. However, recent security issues and land use conflicts with local crop farmers are gaining importance and force livestock owners to adapt their traditional grazing management, resulting in spatio-temporal variation of livestock numbers and in the impending risk of local overgrazing and degradation of rangelands. Among the 133 plant species consumed by livestock, 13 were determined of major importance for the animals’ nutrition. The nutritive value and digestibility of the natural forage, as well as its abundance in the coastal zone, substantially decreased over the course of the dry season and emphasized the importance of supplementary forage plants, in particular Euphorbia stenoclada. At the same time, an unsustainable utilization and overexploitation of its wild stocks may raise the pressure on the vegetation and pasture resources within the nearby Tsimanampetsotsa National Park. Age at first parturition was 40.5±0.59 months for cattle and 21.3±0.63 months for goats. Both species showed long parturition intervals (cattle 24.2±0.48 months, goats 12.4±0.30 months), mostly due to the maintenance of poorly performing breeding females within the herds. Reported offspring mortality, however, was low with 2.5% of cattle and 18.8% of goats dying before reaching maturity. The analysis of economic information revealed higher than expected market dynamics, especially for zebus, resulting in annual contribution margins of 33 € per cattle unit and 11 € per goat unit. The application of the PRY Herd Life model to simulate herd development for present management and two alternate scenarios confirmed the economic profitability of the current livestock system and showed potential for further productive and economic development. However, this might be clearly limited by the region’s restricted carrying capacity. Summarizing, this study illustrates the highly extensive and resources-driven character of the livestock system in the Mahafaly region, with herd mobility being a central element to cope with seasonal shortages in forage and water. But additional key drivers and external factors are gaining importance and increasingly affect migration decisions and grazing management. This leads to an increased risk of local overgrazing and overexploitation of natural pasture resources and intensifies the tension between pastoral and conservation interests. At the same time, it hampers the region’s agronomic development, which has not yet been fully exploited. The situation therefore demonstrates the need for practical improvement suggestions and implication measures, such as the systematic forestation of supplemental forage plant species in the coastal zone or a stronger integration of animal husbandry and crop production, to sustain the traditional livestock system without compromising peoples’ livelihoods while at the same time minimizing the pastoral impact on the area’s unique nature and environment.