Vom "Waldsterben" zu "Geiz ist Geil"

Figurativer Sprachgebrauch im Paradigmenwechsel von der ökologischen zur ökonomischen Handlungsmotivation

Abstract

We investigate two metaphorical representations which on the surface seem to be linked by the common schema of 'saving resources is virtuous'. Use of the expression 'Waldsterben' ('dying' of the forests) was intended to motivate people to save energy and was strongly linked to notions of sacrifice. The expression 'Geiz ist geil' (stinginess is here combined with an adjective of strong positive value) exploits and further construes a zeitgeist of saving personal resources while still enjoying consumption. We argue that such an ego-centered motivation seems to be a more effective catalyst for the apparently inevitable economic growth to be directed towards a more ecologically sustainable development.