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Degrowth: A 'missile word' that backfires?

机译：Degrowth：适得其反的“导弹词”吗？

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摘要

Language use and cognition are generally underappreciated topics in ecological economics, even if effective communication is essential for social and political impact. To challenge the economic growth paradigm, the concept and term "degrowth" has recently been embraced by various activists and scholars. Drawing on a body of evidence from cognitive science, psychology, and related fields, we argue that using the word degrowth might be disadvantageous in public communications about alternatives to growth. We begin by reviewing arguments in favor of the term. Then we outline three main counterarguments: First, degrowth has a downward orientation which triggers negative initial feelings due to the basic conceptual metaphor "up is good-down is bad". This puts advocates of an alternative to the growth paradigm in an unfavorable starting position, given that subsequent thought will be unconsciously biased by the initial feeling. Second, more conscious reactions are likely to be negative as well because people unfamiliar with the term will (mis)interpret it as a contraction of the economy, even though it is not always meant as such. Third, degrowth repeats and possibly strengthens the growth frame and may activate undesirable frames associated with economic recessions. To conclude, we briefly discuss alternative terms and summarize key aspects to be considered for more effective communication. (C) 2016 Elsevier B.V. All rights reserved.
机译：语言的使用和认知通常是生态经济学中未被重视的话题，即使有效的交流对于社会和政治影响至关重要。为了挑战经济增长模式，各种活动家和学者最近都采用了“退化”的概念和术语。借鉴认知科学，心理学和相关领域的大量证据，我们认为在公共传播中，关于增长的替代方法使用“退化”一词可能不利。我们首先回顾赞成该术语的论点。然后，我们概述了三个主要的反驳：首先，由于基本概念上的隐喻“向上是好的，向下是不好的”，degrowth的向下取向会引发负面的初步感觉。鉴于随后的想法会在不知不觉中因最初的感觉而产生偏差，因此这使提倡增长范式的替代者处于不利的起始位置。其次，更自觉的反应也可能是消极的，因为不熟悉该术语的人会（错误地）将其解释为经济的收缩，即使并非总是如此。第三，退耕现象反复发生，并可能加强增长框架，并可能激活与经济衰退相关的不良框架。总而言之，我们简要讨论了替代术语，并总结了更有效的沟通需要考虑的关键方面。 （C）2016 Elsevier B.V.保留所有权利。

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