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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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LOHAS, Social Reform, and Good Capitalism

LOHAS, Social Reform, and Good Capitalism

Chapter:
(p.102) 5. LOHAS, Social Reform, and Good Capitalism
Source:
The Gospel of Sustainability
Author(s):

Monica M. Emerich

Publisher:
University of Illinois Press
DOI:10.5406/illinois/9780252036422.003.0006

This chapter takes up with the healed self, the newly “conscious” change-agent, now interpellated as global “citizen” as he and she move from inner work to externalized work in the world. It focuses on social reform and the idea of “good capitalism” in LOHAS narratives. Capitalism must be exonerated in LOHAS culture, and to do so means that certain perceptions and practices that have been treated as economic and cultural axioms need to be reworked. LOHAS begins with the idea of success. The chapter investigates how the texts attempt to juggle a new meaning of success that entails doing with less—but better things—while still promoting the interests of capital. It historicizes LOHAS discourse to reveal how it is informed by various social movements including early American Christian Reform, the European Green Party of the 1960s, and the social movements occurring in the 1960s in the United States, including environmentalism, feminism, and civil rights.

Keywords:   capitalism, healed self, global citizen, social reform, Lifestyles of Health and Sustainability, LOHAS

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