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段落1

NARRATOR

Listen to part of a lecture in an environmental science class.

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段落2

FEMALE PROFESSOR

OK. So what are some of the most effective public policies when it comes to fighting environmental problems?

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段落3

There’re a lot of different approaches but, and this is in my opinion,

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too often we underestimate how much can be accomplished just by appealing to people’s sense of moral duty… to their civic duty…

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in other words, getting people to voluntarily stop polluting because…well just because it’s the right thing to do.

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段落4

These programs that try to get people to voluntarily stop doing things that hurt the environment are called moral suasion.

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段落5

Now obviously, this type of approach won’t be effective for all problems but it will solve some…for some environmental concerns, moral suasion has been very effective.

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The classic case is uh…well, Smokey the Bear.

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段落6

Now don’t laugh, when the Forest Service first came out with the Smokey the Bear campaign, it may have seemed a little “childish.”

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段落7

You remember the character--the bear--dressed up like a forest ranger…

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saying things like, “Please don’t hurt my animal friends, or please don’t start forest fires”…well, it worked.

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段落8

It worked because it made people more sensitive to these problems.

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This Smokey the Bear campaign--this kind of campaign in general--raises people’s awareness of the problem and appeals to their sense of moral duty…to do the right thing.

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段落9

Another good example of this is recycling.

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In the early days of recycling, local communities promoted these voluntary efforts…they made people aware of the need to reduce the amount of garbage by recycling.

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They provided neighborhoods with containers to put their glass and newspapers in--instead of throwing ’em away.

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段落10

Some people started doing it and others followed.

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Maybe people thought, “I have this recycling container, my neighbor’s doing it, I should do it too”.

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段落11

Nowadays of course, everyone recycles.

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The point is…in order to get people to really do it, to get high rates of compliance…the program heavily relied on moral suasion.

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