That is an understanding that has been around quite a while, and it is examined in this article from American Greatness.
Should you ever doubt the importance of the “narrative” to the modern Left, all you need to do is look around you. It’s the in the air we breathe, and the water in which we swim, attached to the products we buy and behind just about every news story we read or see. At every turn, we are admonished, hectored, harangued to get with the cultural-Marxist program.
On a plane recently, the attendants handed out complimentary dark chocolates. The brand? Something called Endangered Species Chocolate, a company that bills its products as “the first ever chocolate bars made in America from Fairtrade certified West African cocoa beans that can be fully traced from farm to chocolate bar. ESC has committed that only fully traceable cocoa beans sustainably grown and harvested under Fairtrade standards will be used to make their chocolate.”
In case, like me, you had no idea fluffy chocolate bunnies were an endangered species, or that a guilty nibble at a Hershey bar could lay waste to vast stretches of the veldt, the company offers this helpful explanation:
The cocoa used by ESC is grown by West African farmers who follow rigorous standards for protection of workers’ rights and the environment. When a customer purchases ESC’s Fairtrade certified bars, West African farmers earn a fair price and an additional Fairtrade social premium to invest in business and community projects such as improving education and healthcare, protecting their environment and improving their economic well-being.
Who could be against that? Westerners from Dickens’ Mrs. Jellyby on have sought to improve the plight of sub-Saharan Africans, but this statement of virtue-signaling posits that West African farmers are currently not getting a fair price for their cocoa beans; in our mind’s eye, we picture some nasty Belgian—call him Mr. Kurtz—terrorizing the natives from his Congolese redoubt.
Similarly, on a recent trip to the health-food store I bought a bag of moringa, a currently voguish “superfood” of powdered plant protein. Yum. It’s made by Kuli Kuli (which, like Endangered Species Chocolate, sports a nurturing “green” logo). Here’s what the packaging has to say:
“Once eaten by the ancient Greeks and Romans, moringa leaves have been used in traditional medicine for many centuries… our moringa is sustainably sourced from women’s cooperatives in West Africa, where we work to improve nutrition and livelihoods. Nourishing you, nourishing the world.”
If it was good enough for Sophocles and Marcus Aurelius, it’s good enough for me. But that bit about the women’s cooperatives is a masterstroke—hey, West Africa is just like Park Slope in Brooklyn, only sunnier! You can practically see the West African women, relaxing after a hard day harvesting moringa leaves, sipping a sustainable latte and reading the New York Times, and perhaps helping to save the planet themselves with a delicious bite of Endangered Species Chocolate.
It’s all just advertising, of course, and thus harmless enough. It also goes to reinforcing the narrative: that selfish man is the cause of species endangerment, that primitive societies are superior to developed ones (but then who would buy the locally sourced cocoa beans and moringa leaves?), and that traditional medicine—which is to say, no medicine at all—is somehow superior to what those pill-pushing quacks foist on you before they climb in their BMWs and head out to the links for a round or two of golf. Were that true, the ancient Greeks and Romans might all have lived into their 80s, instead of dying in their 20s and 30s, as unsustainable folks tended to do back then.
Retrieved November 16, 2017 from https://amgreatness.com/2017/11/16/the-suicidal-narrative-of-the-modern-environmental-left/