The Reintroduction and Reinterpretation of the Wild

This paper is concerned with changing social representations of the ``wild,' in particular wild animals. We argue that within a contemporary Western context the old agricultural perception of wild animals as adversarial and as a threat to domestication, is being replaced by an essentially urban fascination with certain emblematic wild animals, who are seen to embody symbols of naturalness and freedom. On closer examination that carefully mediatized ``naturalness' may be but another form of domestication. After an historical overview of the human-animal, domestic-wild construction, an anthropological approach is used to interpret the social representation of wild animals held by different social actors – farmers, hunters, and tourists – within the context of an inhabited National Park, that of the Cévennes in south east France. Within the Park, the domestic and the wild, along with agriculture, hunting, conservation, re-introduced wild animals, and tourists co-habit. It is argued that changes in the representation of ``wildness' may well be an important indicator ofchanges in the social representation of nature.     

Culture and the environment in France

Although the French concern for environmental protection dates back several centuries, a committed movement toward environmental protection did not begin until the second half of the 19th century. The Romantic influence of Rousseau and others led to the formation of various societies aimed at protecting the French landscape.Until the most recent environmental crusades of the 1960s and 1970s, the cause of protecting the natural environment seemed to fall largely on the shoulders of scientists and anglers, who voiced their concern over increasing environmental degradation in pamphlets and recreational journals. Their pressure aided in the passage of legislation on water quality.During the 1960s, environmental organizations proliferated and, in league with student activists, played an important role in raising the environmental consciousness of the French. During the 1970s, these activists began to turn to traditional political mobilization as a way of drawing attention to their platform. Environmental activism reached its peak with the antinuclear rallies of the late 1970s. By the end of the 1970s, many environmental associations had grown up in the French culture, but the future of environmentalism remains questionable owing to a number of economic realities, including the oil crisis, which made nuclear power much more acceptable to the public.     

Is animal welfare a central issue for consumers of luxury goods?

The compatibility between luxury and sustainable development has been increasingly examined in recent literature, but a number of ethical issues remain unexplored. One such concern is animal welfare, a recurrent question in the luxury goods sector. This is one of the first research articles to shed light on this subject, utilising two studies, one qualitative and the other quantitative with conjoint analysis, conducted among 12 and 253 French consumers, respectively. The results reveal that consumers are sensitive to the challenge of animal welfare in luxury, but fall into two different groups. Some have a preference for animal‐based raw materials sourced from livestock farms that respect animal welfare, whilst others are more favourable to the use of synthetic raw materials. In particular, the results show that the use of synthetic raw materials is accepted by some consumers but can lead to a reduction in the perceived value of luxury products.