Helping the earth begins at home - The social construction of socioenvironmental responsibilities

This paper evaluates the British government's current (and five-year old) campaign for energy conservation, 'Helping the Earth Begins at Home'. The paper starts by reviewing some of the arguments which can be used to support this type of policy initiative which, on the face of it, urges people to consider the global implications of local actions, The argument then turns to focus upon the ideological work that was invested into the production or the campaign, and in particular the redefinition of legitimate concern (for the global) and legitimate sites of activity (the local), Following this, the paper investigates the ways in which the campaign was consumed (read, ignored, rejected, acted upon) by members of the public, Long interview transcripts with householders in Bristol, UK, are analysed and represented to illustrate the weaknesses of the campaign, The paper finishes by drawing together some of the implications of this work for socio-environmental action. Copyright (C) 1996 Elsevier Science Ltd.