{"id":4642,"date":"2021-07-02T17:12:47","date_gmt":"2021-07-02T16:12:47","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=4642"},"modified":"2021-10-05T16:15:32","modified_gmt":"2021-10-05T14:15:32","slug":"how-a-movie-about-a-giant-modified-pig-can-question-our-vision-of-techforgood","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/tl-dr\/how-a-movie-about-a-giant-modified-pig-can-question-our-vision-of-techforgood\/","title":{"rendered":"How a movie about a giant modified pig can question our vision of TechForGood"},"content":{"rendered":"\n<p>Beyond an interesting work of science fiction, South Korean film director and 2019 Palme d\u2019Or winner <strong>Bong Joon-ho\u2019s movie also has much to offer from a perspective of social issues in management and sustainability<\/strong>. Indeed, it touches on a wide variety of social sciences and philosophical topics such as: the commodification of nature, how bureaucracies treat life and industrialize death, food shortage and organizations, relationships between humans, animals and non-humans, green-washing, the \u201cdark side\u201d of corporate and social responsibility (CSR), etc.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Okja | Official Trailer [HD] | Netflix\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/AjCebKn4iic?start=25&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>All these themes are sometimes overlooked by mainstream theories of sustainability, however they are also an integral part of French philosopher Jacques Ellul\u2019s questioning of technological systems.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jacques Ellul, the technological systems and a super \u201csuper pig\u201d<\/h3>\n\n\n\n<p><a href=\"https:\/\/ellul.org\/life\/biography\/\" target=\"_blank\" rel=\"noreferrer noopener\">The French political and social scientist<\/a> was the first to introduce a distinction between specific technologies and <strong><em>Technique<\/em><\/strong> (a.k.a. technological system). He <a href=\"https:\/\/books.google.fr\/books\/about\/The_technological_society.html?id=oLVEAAAAIAAJ&amp;redir_esc=y\" target=\"_blank\" rel=\"noreferrer noopener\">defined it<\/a> as the \u201ctotality of methods, rationally arrived at and having absolute efficiency (for a given stage of development) in every field of human activity.\u201d From his perspective, <strong>there are several \u201claws\u201d applicable to <em>Technique<\/em><\/strong>:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>It is neither good, bad or neutral. It is ambivalent to its use and to what its inherent design is meant to accomplish;&nbsp;<\/li><li>It<em> <\/em>is autonomous and immune to influence from political power (it obeys the law it creates), economic power, normative judgements, and moral judgments (as its functional efficiency becomes the only relevant norm).&nbsp;<\/li><li>It is self-perpetuating and self-extending: it will solve the problem it creates and, if efficient, will become unavoidable (smartphones for example).<\/li><\/ul>\n\n\n\n<p><mark>While <em>Technique<\/em> can create progress and be beneficial to individuals, it can also alienate them by distracting them from nature and their humanity.<\/mark> Because work is divided between experts and operational workers who take care of a small part of the system, they do not see the bigger picture, which leads to both a lack of autonomous moral judgement, and of individual responsibility i.e \u201cI\u2019m just doing my job\u201d. This environment tends to lead to conformity in behaviours and individual desires.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">&nbsp;A clear resonance between Jacques Ellul\u2019s vision and the society portrayed in Okja.&nbsp;<\/h3>\n\n\n\n<p>At first glance, this movie focuses on the relationship between a young orphan and a genetically modified \u201csuper pig\u201d, supposedly the solution to world hunger. While this pet\/human friendship is definitely at the centre of the story, it would be too reductive to focus solely on that.&nbsp;<\/p>\n\n\n\n<p>Indeed, if we go back to Ellul\u2019s vision, these super pigs are supposed to be a solution to a problem created by <em>Technique<\/em> itself: the environmental impact of the food industry. Another interesting point in the movie is the use of <strong>Corporate Social Responsibility (CSR) rhetoric<\/strong> to overcome existing morals. The company that designed super pigs is engineering life, after all, which is considered sacred in most cultures, and thus needs to be justified through the notion of shared value creation. This illustrates how some organisations can use these framing tools in situations of technical uncertainty or social controversy.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>More than this, the movie also shows how technical rationality manages to take precedence over values and virtues. In this case, the social responsibility of the company is just a means to an end: efficiency and performance.&nbsp;<\/p><\/blockquote>\n\n\n\n<p>Another theory of Ellul\u2019s can be identified in the movie: <strong>technological progress is above human action.<\/strong> After footage of animal abuse leaks and begins a public relations crisis, the spectator might imagine things are about to change. However, the CEO of the company is replaced by her twin sister against her will with the help of her trusted manager, who betrayed her. This leads to the restart of super pig production.&nbsp;<\/p>\n\n\n\n<p>One big separation around which the movie is built is also <strong>the dichotomy between nature and culture<\/strong> &#8211; as chance would have it, another central theme in Ellul\u2019s work. According to anthropologist Philippe Descola, in Western cultures, <a href=\"http:\/\/www.gallimard.fr\/Catalogue\/GALLIMARD\/Bibliotheque-des-Sciences-humaines\/Par-dela-nature-et-culture\" target=\"_blank\" rel=\"noreferrer noopener\">humans differ from non-humans because of conscience<\/a>. Descartes\u2019s theory that animals are \u201cmachines\u201d that only react to stimuli but are devoid of rationality. This construction of Nature has played a critical role in our ability to domesticate and control living beings as inert objects.&nbsp;<\/p>\n\n\n\n<p><mark>For Ellul, <em>Technique<\/em> and modernity have gradually domesticated nature and, in so doing, desacralized its status.<\/mark>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Environment vs. progress?<\/h3>\n\n\n\n<p>By framing ecology against modernity, however, neither Ellul nor Bong Joon-Ho really point out clear solutions beyond escaping modernity altogether. Their view of <em>Technique<\/em> can be seen as too \u201cFrankensteinian\u201d compared to their \u201cromantic\u201d view of nature. Important social studies however do point out that there are <strong>solutions to democratising technology<\/strong>, mainly through the increased integration of stakeholders in technological debates.&nbsp;<\/p>\n\n\n\n<p>It does not take away from the contemporary relevance of Ellul and Okja\u2019s many messages that show <strong><em>Technique\u2019s<\/em> alienating potential and the ethical issues it is raising<\/strong>.<\/p>\n\n\n\n<p>Our collective response to environmental issues often shows our faith in technical progress. Instead of changing individual behaviours, we tend to envision a more cornucopian approach: technological innovation will save us from environmental challenges. This can be seen with the iconization of Elon Musk colonizing Mars or enhancing humans through neurological implants, etc.<\/p>\n\n\n\n<p><em>This is based on <a href=\"https:\/\/www.cairn.info\/revue-management-2019-3-page-517.htm\" target=\"_blank\" rel=\"noreferrer noopener\">an article published in M@n@gement\u2019s Unplugged \u201cVoices\u201d<\/a>.<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator is-style-wide\"\/>\n\n\n\n<p><\/p>\n\n\n\n<p><em>This post gives the views of its author, not the position of ESCP Business School.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Prof. Aur\u00e9lien Acquier writes about the science fiction movie Okja, which says a lot about our response to environmental issues.<\/p>\n","protected":false},"author":1,"featured_media":4641,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"tags":[50,37,23],"class_list":["post-4642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tl-dr","tag-csr","tag-sustainability","tag-tech-for-good","category-15","description-off"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How a movie about a giant modified pig can question our vision of TechForGood - The Choice by ESCP<\/title>\n<meta name=\"description\" content=\"Prof. Aur\u00e9lien Acquier writes about the science fiction movie Okja, which says a lot about our response to environmental issues.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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