{"id":881,"date":"2015-04-09T18:08:17","date_gmt":"2015-04-09T07:08:17","guid":{"rendered":"http:\/\/deadreal.com.au\/ephemera\/?p=881"},"modified":"2020-11-17T12:49:49","modified_gmt":"2020-11-17T01:49:49","slug":"the-recycled-label","status":"publish","type":"post","link":"https:\/\/deadreal.com.au\/dead_paper\/the-recycled-label\/","title":{"rendered":"The recycled label"},"content":{"rendered":"

\"Recycle<\/a><\/p>\n

What does this mean? At first glance, you might think it is a self-referential label, a selfie label, a label which exists for the sole purpose of telling us what it is.<\/p>\n

That\u2019s not as absurd as it sounds (well, maybe it is\u2026). I once saw a poster which simply had the word GREEN<\/span> printed on it \u2013 yes, in green lettering \u2013 being used to promote a company\u2019s environmental credentials, such as they were. It\u2019s like a form of synesthesia in which both the sensory and semantic perception of the word become identical.<\/p>\n

This label, as it stands, strays into similar territory with a circular graphic that functions simply to evoke what it is i.e. a label made from recycled material. It exists merely in order to advertise the means of its own existence, as if the sole purpose of my life was to wander around saying \u2018I am 37.2 trillion<\/a> cells\u2019.<\/p>\n

Of course, this changes if the label is attached to a different referent, in this case an object which was, in part, made from recycled material. Then it makes perfect sense.<\/p>\n

It also underscores the meaningless of many environmental labels and how easy it is for somebody to put together a couple of green arrows for marketing purposes. It\u2019s something that drives environmentalists crazy \u2013 so-called green-washing \u2013 whereby any greeny blobby graphic can be used to promote a feel-good environmental message without any real basis in fact.<\/p>\n

\"shredded<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

What does this mean? At first glance, you might think it is a self-referential label, a selfie label, a label which exists for the sole purpose of telling us what it is. That\u2019s not as absurd as it sounds (well, maybe it is\u2026). I once saw a poster which simply had the word GREEN printed […]<\/p>\n","protected":false},"author":1,"featured_media":882,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-labels"],"_links":{"self":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts\/881","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/comments?post=881"}],"version-history":[{"count":5,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts\/881\/revisions"}],"predecessor-version":[{"id":1173,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts\/881\/revisions\/1173"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/media\/882"}],"wp:attachment":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/media?parent=881"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/categories?post=881"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/tags?post=881"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}