What’s Important

Maintain order and follow the law (divine law or state laws); manage nature properly now so the future will hold nature’s bounty; follow higher authority and comply with rules and regulations to avoid punishment.

Aspects May Be Found In...

Puritan ethos; totalitarianism; codes of chivalry and honor; charitable good deeds; religious or secular fundamentalism; patriotism.
Eco-Self: Earth as Garden of Eden; Puritan ethos; Boy and Girl Scouts; environmental legislation and protection agencies; endangered species regulations

 
Best Sources ofCommunication

Rightful, proper kind of authority; a higher position in the One True Way; down chain of command; according to rules; person with position, power, and rank; in compliance with tradition and precedent


Best-Fit Approach (Hot Buttons)

Invoke duty, honor, country; use images of discipline and obedience to a higher authority; call for good citizenship, stewardship, selfsacrifice for a higher cause; appeal to traditions, laws, stability, order, and being prepared; draw upon propriety and responsibilities; show how this behavior will insure future rewards, require delayed gratification, and assuage guilt

Demotivators (Cold Buttons)

Attack religion, country, heritage, or standards; desecrate symbols or Holy Books; put down the One True-Way; violate chain of command; disregard rules and directives; appear unfair or sleazy; use profanity

Image




Eco-Manager Images that appeal to the Eco-Manager may be embedded in either a secular or religious context. Usually, these images will show “pure” Nature, untouched by humanity, flourishing, pristine, and, in the case of Christian environmentalism, reminiscent of the Garden of Eden. This image of an endangered orangutan is an example. The Eco-Manager worldview may suggest the way Nature “should be”, according to Divine or state law. Examples of images I have found targeting this worldview are, a lone howling wolf, a simple butterfly, a cathedral of trees, and many images with the sun—God’s grace—shining down upon the Holy Land. The “What Would Jesus Drive?” campaign sprouted out of the Christian evangelical movement. It uses images of Jesus looking over a tangled mess of highways and stating, “Transportation is a moral issue.”