For most of human history, individual and community survival has demanded intimate and accurate knowledge of the local environment. Lives literally depended on knowing which plants are good to eat and which are poisonous. Human beings knew, because they had to know, that seeds and fruits follow flowers on a plant, that there are times to sow and times to reap. For almost everyone, the need to eat fostered respect for the ecological processes upon which continued human existence depends. Traditional cultures which survived for thousands of years were basically the expression or synthesis of this knowledge of how to live in a particular environment or ecosystem. The skills needed to build a home, grow food and make clothing using local, renewable resources were integral to living in that society.

In my educational work, however, I am often astounded at the ignorance that exists in children, and even among educated adults, about the natural world and our dependence on it. We are rapidly moving away not only from the knowledge of which plants or animals might be useful and how to raise them, but even away from the knowledge that the food we eat comes from plants and animals.

This wall of ignorance which increasingly separates individuals and communities from the realities of their environment is encouraged by, and paradoxically also hidden by, the nearly seamless commercial facade of choices and pleasures presented to us. The extravagant apparatus of commercialism, according to recent reports, now provides an average of 3,000 advertising images to each one of us every day. Almost all of these imply that we should consume a particular product in order to be happy or successful or smart or cool. Just buy this soda, drink this beer, watch this sport, smoke this cigarette or join this HMO. Watch this TV show, read this magazine, go to this movie. Satisfaction comes from consumption. We need only choose brand A or brand B- soda, burger, car or even the president. It isn't necessary to know or do anything else. This everpresent, multicolor, information-filled facade keeps us so dazzled and dependent that many people have no idea of their own ignorance. We don't consider doing the opposite, that is-not consuming, not buying. We don't realize that we can do with less and do more for ourselves, our families and within our communities.

The rapidly spreading wall of ignorance hides not only our essential connections to the natural world, but also the large-scale global organizations which build and maintain this wall. These entities not only control the flow of goods between the farm and our mouths, and of services between the doctor and our health, for example, they also control the flow of information to our minds with extravagant advertising, political and public-relations spending.

Earlier this year, one large food company announced that it had budgeted half a billion dollars to promote a change in its famous soda can's color. Another large food company announced it would spend $200 million to promote a new kind of hamburger. With these kinds of resources spent on the facade, it's not surprising that people don't think about or question the connections between the soda in aluminum cans or the hamburgers, and the environment or even their own health. Knowledge ends with the brand name. Often, the most heavily advertised items are those which put the greatest burden on the well-being of individuals, cultures and the planet and take greatest advantage of government subsidies. Meat, fatty and sweet foods, aluminum cans, new cars, movies, alcoholic beverages, cigarettes and even health care are good examples.

But beyond the brand name, behind the commercial facade and the large corporations which create it, is the reality of enormous farms, animal factories and sweat shops, and degraded ecosystems and communities, as well as unsustainable energy use, waste production and population growth.

So get rid of the TV and go outside. An organic vegetable garden at home or school, a compost pile and a small flock of chickens all help to break down the wall of ignorance and help reestablish the direct connection to nature upon which we all depend.

This is Bill Duesing, Living on the Earth

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