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The Gospel of SustainabilityMedia, Market, and LOHAS$
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Monica M. Emerich

Print publication date: 2011

Print ISBN-13: 9780252036422

Published to Illinois Scholarship Online: April 2017

DOI: 10.5406/illinois/9780252036422.001.0001

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Apologies, Redemption, and Repair

Apologies, Redemption, and Repair

(p.88) 4. Apologies, Redemption, and Repair
The Gospel of Sustainability

Monica M. Emerich

University of Illinois Press

This chapter deals with the healed self, contextualized as united with the natural world, moving toward its reconciliation with the third arm of the holistic model of health—the social world. First, there are apologies and confessions to be made by industrialists and consumers who have recognized the “Consequences of Modernity”and their own roles in those results. LOHAS is a capitalist endeavor but also attempts to position itself as resistant to those processes, and as such it must articulate “LOHASians” as ultimately powerful in themselves to change the course of late capitalism and consumer culture. There are instructions on how to say you're sorry and move on to the real work of mopping up the mess. As part of this, LOHAS narratives tell us to remain positive, but also that older notions of desire and ideals of happiness afloat in the culture were off course. By situating individual consumers and producers as capable of bringing about sweeping social transformation, LOHAS not only sustains consumer culture, but also contextualizes it as the locus for the healing of the world.

Keywords:   healed self, sociak world, Lifestyles of Health and Sustainability, LOHAS, consumer culture

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