Gestern hat mich Norbert Mayr gefragt, was ich von Ingolfur Blühdorns neuestem Vortrag halte. Ich habe mir das Video des Vortrags auf YouTube angeschaut. Viel mehr kenne ich von Blühdorn bisher nicht – allerdings genug um festzustellen, dass sich seine Ideen nicht auf diesen Vortrag reduzieren lassen. Blühdorns Thesen sind das Ergebnis einer jahrzehntelangen Beschäftigung mit den Gründen dessen, was er die „Nachhaltigkeit der Nichtnachhaltigkeit“ nennt. Dieser Hintergrund wird in dem einstündigen Vortrag nicht erwähnt.
Um es kurz zu sagen: Ich finde in Blühdorns Vortrag interessant, was man als Selbstkritik der ökologisch-emanzipatorischen Bewegung bezeichnen kann. Und ich kann vieles von dem nachvollziehen, was er über den grundsätzlichem Wandel zu einem Regime sagt, das er als „illiberale Moderne“ bezeichnet. Ich halte es aber für grundsätzlich problematisch, aus dem Versuch einer „Zeitdiagnose“ Prognosen und Handlungsanweisungen abzuleiten.
Display "Auf der Schwelle zur post-liberalen Moderne" from YouTube
Blühdorn lässt in seinem Vortrag keinen methodischen Analyse-Ansatz erkennen, auch wenn er als Soziologe spricht. Er resümiert mehr oder weniger plausibel vieles, was in den Medien berichtet wird. Aber er liefert über die Feststellung von Trends hinaus keine Erklärungen und riskiert Prognosen, ohne zu begründen, warum es nicht zu ganz anderen Entwicklungen kommen kann.
Wenn ich es richtig sehe, dann folgt er dem, was Howard Garfinkel im Anschluss an den Wissensoziologen Karl Mannheim als dokumentarische Methode bezeichnet hat . Einzelne Erfahrungen und Dokument werden als Belege allgemeiner Tendenzen gewertet. Für eine zeitgeschichtliche Analyse der Gegenwart ist das zu wenig.
In dem, was Blühdorn als „Öko-Emanzipatorisches Projekt“ bezeichnet, könnten Entwicklungen miteinander amalgamiert sein, die in ihrem Ursprung und ihrer Zielsetzung wenig miteinander zu tun haben. Den Siegeszug des Neoliberalismus ab den 70er Jahren erwähnt Blühdorn (in diesem Vortrag) nicht – auch nicht den Aufschwung des zumindest damals aktuellen kapitalistischen Modells nach dem Ende des Ostblocks.
Bei vielen in der westlichen liberalen Linken hat diese Entwicklung Ideen einer radikalen Systemveränderung in den Hintergrund treten lassen oder beseitigt. Das bedeutet aber nicht, dass seit der Wachstumskritik der 70er Jahre nicht kontinuierlich auch radikalere ökologische Ideen formuliert wurden, die vor allem in die heutige Degrowth-Bewegung mündeten.
Statt von einem Öko-Emanzipatorischen Projekt könnte man, wenn man Blühdorns Stil der zeitgeschichtlichen Rundschläge akzeptiert, auch von einem liberalen Projekt sprechen, das gerade mehr oder weniger krachend scheitert, nachdem zuvor ein sozialdemokratisches Projekt gescheitert ist. Aber solche Einschätzungen sind ohne Hinterlegung mit einer Theorie und Kriterien dafür, wann sie zutreffen und wann nicht, willkürlich. Sie sagen vor allem etwas über diejenigen aus, die sie formulieren und sind damit selbst soziologische und zeithistorische Dokumente.
Im Ergebnis führen Blühdorns Überlegung zu einer passiven Haltung gegenüber den autoritären und antiökologischen Tendenzen, die er beobachtet. Historische Entwicklungen sind aber unvorhersehbar oder jedenfalls nicht so leicht prognostizierbar, wie es dieser Vortrag suggeriert. Deshalb kann man aus Trends wie denen, die Blühdorn darstellt, keine Handlungsanweisungen ableiten.
Man kann ziemlich sicher voraussagen, dass es in den kommenden Jahren durch die Überschreitung der planetary boundaries zu zunehmend schlimmeren ökologisch-sozialen Katastrophen kommen wird. Man kann aber nicht wissen, ob die autoritären Bestrebungen, über die gerade täglich berichtet wird, sich auf Dauer durchsetzen werden. Niemand weiß, ob die Trumps und Kickls nicht aufgrund ihrer eigenen Irrationalität relativ schnell – wenn auch vielleicht unter enormen Opfern – wieder von der Bildfläche verschwinden werden, so wie der Faschismus der zwanziger und dreißiger Jahre besiegt wurde, obwohl damals viele eine autoritäres Zeitalter vorausgesagt haben.
Unterschätzung der Machtverhältnisse und Enttäuschung der Klimabewegung
Ich vermute, dass es Norbert Mayr nicht um eine Einschätzung der Wissenschaftlichkeit einer Argumentation ging, sondern um Blühdorns Bewertung der aktuellen Situation: Die Klimabewegung schafft es nicht nur nicht, Forderungen durchzusetzen, sondern sie ist in der Defensive. Je deutlicher die Folgen der Klimakatastrophe werden, desto mehr wenden sich die Wähler:innen in den westlichen Demokratien Parteien zu, die die Klimakrise leugnen. Blühdorn konstatiert die Ohnmacht der Klimabewegung angesichts dieser Entwicklung und fragt, ob die emanzipatorische Rhetorik vieler in der Klima- und Umweltbewegung zu ihr beigetragen haben.
Ich glaube, dass die Erwartungen vieler in der Klimabewegung weniger wegen der emanzipatorischen Rhetorik enttäuscht wurden als wegen der Unterschätzung der Machtverhältnisse in den industrialisierten Gesellschaften. Blühdorn stellt selbst fest, dass zum „Öko-Emanzipatorischen Projekt“ die Vorstellung gehört, die Menschen würden sich für die Rettung ihrer Umwelt engagieren, sobald sie ausreichend über deren Zustand informiert sind. Wenn er aus dem Scheitern dieser Annahme ableitet, dass die Klimabewegung als solche gescheitert sei, geht er davon aus, dass sich die Haltung und Meinungen einer Mehrheit schnell in praktische Maßnahmen umsetzen lassen. Außerdem setzt er – wie viele in der Klimabewegung – voraus, dass die Mehrheit ihre Interessen verhältnismäßig einfach definieren kann. Beides trifft so nicht zu.
Die Mehrheit der Menschen hat keine Kontrolle über die Ökonomie. Und sie ist von Möglichkeiten, tatsächlich ökonomisch und ökologisch relevante Entscheidungen zu treffen, so weit entfernt, dass die meisten – auf Arbeit, Konsum und die vorhandenen Infrastrukturen angewiesen – rational schwer entscheiden können, welche Art ökologischer Politik ihren eigenen Interessen entsprechen würde. Die relativ kleine Gruppe der wirtschaftlichen Mächtigen kann dagegen einerseits relativ leicht feststellen, welche Entscheidungen in ihrem Interesse liegen und andererseits Erkenntnisse in Handlungen, vor allem in Investitionsentscheidungen mit langfristigen Folgen, umsetzen.
Im Interesse der meisten in dieser Gruppe liegt die weitere Extraktion von Materialien aus der Natur und eine Steigerung des Überkonsums. Beides hängt nach wie vor von der Verfügbarkeit fossiler Energien ab. Die Angehörigen dieser Gruppe – oder besser: Klasse – investieren da, wo sie sich schnelle und sichere Profite erhoffen. Von diesen Investitionsentscheidungen ist die große Mehrheit der Bevölkerung abhängig, weil sie auf Arbeitsplätze und Steuern angewiesen ist, zu denen es heute nicht ohne Investitionen in weiteres ökologisch katastrophales Wachstum kommt.
Es wurde bisher viel zu wenig institutionalisierte Gegenmacht zu dieser Klasse aufgebaut. Die Arbeiterbewegung konnte in den beiden vergangenen Jahrhunderten Institutionen entwickeln, die dem Kapital gegenüberstanden und handlungsfähig waren. Sie verfügte über Parteien, Gewerkschaften, Medien und auch über Einfluss in der Wissenschaft. Sie konnte mit Streiks und mit Revolten drohen. Sie hatte ein eigenes Instrumentarium zur Kontrolle der Wirtschaft, das sie auch – z.B. über die Montanmitbestimmung – umsetzen konnte.
Das Kapital des 21. Jahrhunderts dreht gerade weiter an der Extraktionsschraube, um Überschüsse zu erzeugen und zu verwerten. Dagegen sind Bündnisse der Gegenkräfte nötig und Strukturen, die auch unabhängig von der bestehenden wirtschaftlichen Macht ein gutes Leben sicherstellen. Anders ausgedrückt: Ohne Klassenkampf und ohne den Aufbau handlungsfähiger und nicht vom Kapital kontrollierter Gegeninstitutionen wird es die ökologisch nötige radikale Transformation der Wirtschaft nicht geben. Im Augenblick gibt es solche Institutionen und damit eine „ökologische Klasse“ nur embryonal – in der Wissenschaft, in Teilen der öffentlichen Bürokratie und in alternativen Segmenten von Wirtschaft und Landwirtschaft.
Ich will nicht selbst – auch im Sinne der „dokumentarischen Methode“ – eine historisch neue Situation, nämlich den Kampf gegen den und im ökologischen Kollaps auf eine alte, nämlich den Kampf zwischen Arbeit und Kapital zurückführen. Der Kampf gegen die Überschreitung der planetaren Grenzen erfordert ein ganz anderes Verständnis der Kapitalismus (und unter anderem des Konsums und der Reproduktion) als der Kampf der Arbeiterklasse für ihre materiellen Interessen – auch wenn er an Errungenschaften dieses Kampfes, z.B. die Institutionen des „roten Wien“, anschließen kann. (Für mich ist Éric Pineaults Buch „The Social Ecology of Capital“ ein Schlüssel zu einem solchen Verständnis.) Ich möchte nur hervorheben, dass Institutionen und institutionalisierte Gegenmacht notwendig sind, um dem extraktiven Kapital der Gegenwart entgegenzutreten. Diese Ebene des sozialen und politischen Kampfes wird verfehlt, wenn man, wie Blühdorn das in seinem Vortrag tut, übergreifende historische Entwicklungen wie den Übergang zur „illiberalen Moderne“ diagnostiziert.
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Since Escobar’s major argument has been to challenge the language, discourse, and project of mainstream development as a failed modernist project, . (n.d.).
This analysis of hybridisation, in a non-essen- tialist and trans-disciplinary way, makes Escobar’s study of nature distinctive . (n.d.).
that much of nature is now artificially produced, being deeply imbricated with technology and social relations which are ‘hybrid and multiform . (n.d.).
criticism of the ‘mainstream’ can trans- late into viable alternatives, and the types of new social movements made famous by writers like Manual Castells can create new conversational communities. . (n.d.).
Esco- bar’s research traverses his belief in the power of these place-based social move- ments as alternatives to national and Western-backed development effort . (n.d.).
His theoretical argument – that development should be seen as a discourse of power and control – was new and challenging, . (n.d.).
Greenup, C. (2023, November 7). The importance of high quality web content—Radical Web Design . (n.d.).
Hashemi-Pour, C., Alexander S. Gillis, & Scott Sachs. (2024, June 10). What Is Customer . (n.d.).
presence—by focusing on strong branding, clear content, and measurable goals . (n.d.).
these one-on-one conversations revealed emotional drivers, frustrations, and decision-making processes. (n.d.).
Unclear Brand Identity . (n.d.).
brand guidelines . (n.d.).
Inconsistent visual identity across across platforms . (n.d.).
Sample Size & Demographics . (n.d.).
This project follows a content strategy process based on the Content Strategy Framework by Kristina Halvorson. Key steps from this framework were adapted to meet the specific needs of Inkspire360, including auditing existing content, understanding audience needs, and developing personas. • Content Audit & . (n.d.).
On the value proposition side, I outlined BounceBake’s products and services – handmade chiffon cakes, online ordering, thoughtful packaging and responsive customer service. I then mapped how these offerings directly address customer pains (such as clear deliveryinformation) and create value through gain creators (such as seasonal flavours,behind-the-scenes content and loyalty rewards) . (n.d.).
The resulting message architecture is as follows: (n.d.).
up a content strategy that enables the business to clearly communicate its brandand product value while meeting customer needs. (n.d.).
that some forms of speculationare inherently depoliticizing insofar as they either elide the gap between paradiseand the current situation (utopianism) or imply that history will take us there onits own (teleology).42 Indeed, these are the bases upon which many havedismissed Marx as a hopeless utopian and Hegel as the philosopher of thePrussian restoration. Both accusations are entirely wrong-headed, . (n.d.).
He knew wellthat worldly things will not take care of themselves and could go terribly wrong: this is obvious enough from someone who tells us that in the “state of nature” human life is “nasty, brutish, and short.”40 . (n.d.).
Our guiding thread is the conviction thatonly a theory capable of radically examining capitalism and sovereignty holdsany hope of orienting us today . (n.d.).
Content-Pillar-Strategie mit Zielsetzungen und Begründungen . (n.d.).
Die Analyse zeigt, dass Content entlang der Customer Journey mehr leisten muss als reine Information. Er muss Orientierung geben, Vertrauen aufbauen und internweiterverwendbar sein. Besonders in den Phasen Evaluation und Entscheidung sind Formate gefragt, die die Persona dabei unterstützen, eine fundierte, nach innen argumentierbare Entscheidung zu treffen . (n.d.).
zunehmend hybrid (strategisch & operativ), bewegen sich zwischen Erwartungsdruck und Ressourcenmangel und benötigen von Agenturen vor allem praxisnahe Unterstützung, nicht bloß kreative Impulse. (n.d.).
dass die ursprüngliche Persona stark von Annahmen aus dem Projektteam geprägt war und keine systematische empirische Validierung erfahren hatte. (n.d.).
Während die Fokusgruppe vor allem kollektive Erwartungen, normative Einschätzungen und erste Themenfelder sichtbar machte, lieferten die Interviews individuelle Tiefenperspektiven, konkrete Anwendungsprobleme sowie klare inhaltliche Anforderungen . (n.d.).
Einerseits soll er emotional und ästhetisch überzeugen, andererseits auch als interne Legitimation für Auswahlentscheidungen dienen. Das erfordert Klarheit, Professionalität und Kontext . (n.d.).
dass Pain Points nicht nur auf einzelne Faktoren wie Zeit oder Trends zurückzuführen sind, sondern in einem komplexen Zusammenspiel struktureller, personeller und kommunikativer Faktoren entstehen . (n.d.).
Ein zentrales Ergebnis ist der massive Zeit- und Ressourcendruck, unter dem viele der befragten Personen arbeiten. Insbesondere in kleinen Teams oder Non-Profit-Kontexten ist die Social Media Betreuung meist „on top“ zu den eigentlichen Aufgaben organisiert . (n.d.).
Mehrzeilgruppenbranche . (n.d.).
dass eine klare Positionierung, konsistente Kommunikation und thematische Passung zu Zielgruppen keine Zusatzfaktoren, sondern Grundvoraussetzungen für Wahrnehmung und Vertrauen darstellen . (n.d.).
Im Mittelpunkt stehen dabei die Anforderungen an eine strategisch fundierte, zielgruppenorientierte und praxisrelevante Content-Planung für l’affinité. (n.d.).
Die Entscheidung für eine qualitative Vorgehensweise . (n.d.).