2012年6月2日星期六

MUS 380 2012S Final Paper: The Letter Duet, Freedom, and Acousmêtre:


Xiaorui Huang
MUS 380 37662 Film Music
Final Paper
Instructor: Dr. Grasso
Score: 99/100

The Letter Duet, Freedom, and Acousmêtre:
The Expression of Freedom by the Letter Duet in the Shawshank Redemption

With seven Oscar nominations, the Shawshank Redemption is considered as one of the best movies with themes of imprisonment and freedom. In this movie, hero Andy Dufresne spends almost twenty years to tunnel through the wall of prison and eventually escapes from the imprisonment due to an erroneous judgment. With Andy’s overcoming brutalities of guards, maltreatment by homosexual rapists, friends’ suicide and being murdered, and warden’s threats, the freedom theme accumulates gradually throughout the whole movie and reaches climax when he escapes and again when he meets the other hero Red again. In this movie, the scene (as “broadcasting scene” in the following text) where the Andy defies prison rules and broadcasts the Letter Duet from Mozart’s opera Marriage of Figaro to the whole prison is one of the most memorable scene that express freedom. How does the music of the Letter Duet express the notion of freedom to prisoners[1]? Why is it so effective in doing so? In this essay, I will examine several ways that prisoners perceive freedom when hearing the Letter Duet. Specifically, the Letter Duet defamiliarizes the confined conditions of prison to prisoners and creates a new space-time dimension that transcends the prison. In addition, I will discuss the role of the music of Letter Duet as an acousmêtre in this film, which relates to its effectiveness in expressing freedom.

Musicologist Mary Hunter argues that in the broadcasting scene the Letter Duet expresses freedom to prisoners through its cultural reference. Hunter claims that the film purposely, though not overtly, refers to the historical context and contents of the Marriage of Figaro to convey the notion of freedom (93). Specifically, “the hope of a “freely loving order” that… [Countess and Susannah] imagine their letter will achieve” are connected to the freedom theme in the Shawshank Redemption (qtd. in Chua 351). Hunter explains that Andy, being a literate banker and the controller of the prison public address system (PA system) in this scene, broadcasts the notion of freedom that he receives from the aria to the prisoner body (93). According to Hunter, the reason why the prisoners who have no knowledge about this aria can perceive freedom by hearing it is that they receive Andy’s understanding (including the notion of freedom) from the PA system along with the music. In other words, these prisoners learn the interpretation of this aria from Andy through the PA system.

However, Hunter’s explanation is problematic because she misinterprets the role of Andy in broadcasting the music. Hunter considers Andy as a transmitter who sends his own interpretation about the aria to prisoners, which is rather subjective and contradicts with Red’s narration. Specifically, Andy stays muted during broadcasting and does not express to others any personal opinions about the music until his two-week solitary punishment ends. Also Red in his narration in the broadcasting scene says “I have no idea to this day what those two Italian ladies were singing about… [but] every last man at Shawshank felt free.” Apparently, prisoners do not receive Andy’s interpretation about this aria while listening to the music. Therefore, it is unreasonable to argue that the music express the notion of freedom to prisoners through its cultural reference because these prisoners do not understand its content or receive Andy’s understandings about it from the PA system, yet, they still feel free when hearing it. 

Without its content and cultural context being understood, how does the Letter Duet express the notion of freedom to prisoners? Slavoj Žižek, a philosopher and film theory scholar, argues that in this scene prisoners feel free because they perceive the essence of beauty and freedom in this music through pure listening (159).

In two different but interconnected ways that pure listening to the Letter Duet makes prisoners feel free. First, the music defamiliarizes the current state of non-freedom that prisoners currently experience. Music scholar Daniel Chua argues that the acoustic presence of Letter Duet as an aria from eighteenth century[2] in a 1950s prison introduces a time gap that disorients prisoners on the dimension of time and estranges them with the current point of time when they are imprisoned (348). Also, the sudden acoustic appearance of the aria introduces a huge contrast between what actually happens (broadcasting the aria) and what prisoners expect to happen in the prison. Being more or less institutionalized by Shawshank, prisoners have adapted to the prison routines that are completely regulated and harshly managed by guards. To some degree, the broadcasting of the aria does not change their expectation of the prison but psychologically obfuscates their current existence in a prison and for a moment make them doubt that whether or not they are in a prison. Therefore, both the temporal characteristic of the Letter Duet and its acoustic presence defamiliarizes the current state of being in a prison and make prisoners feel free.

 The second way that the aria expresses freedom to prisoners without its content understood is that it generates a new space-time dimension that transcends the prison in both space and time. After the confusion and defamiliarization at the first moment, prisoners start to perceive the essence of beauty from this aria, which is shown in Red narration: “I’d like to think that they were singing about something so beautiful that it can’t be expressed in words”. This essence is timeless (referring to the time gap discussed above) and the perception of it reminds prisoners that their minds cannot be confined (Chua 348). Also in this scene, all prisoners in the yard concentrate on the music and experience a motionless moment, which reflects a process that the ongoing flow of time is suspended and surrounding space of the prison is detached from them. In other words, by conveying a timeless essence of beauty to prisoners, the Letter Duet creates a space-time dimension where prisoners transcend their physical existence in the prison and therefore make them feel free. 

In addition, the effectiveness of the Letter Duet in expressing freedom also relates to its role as an acousmêtre for prisoners. According to composer Michel Chion, acousmêtre refers to a voice that “has not yet been visualized” and “[listensers] cannot yet connect to a face” (21). In the Shawshank Redemption, the music of the Letter Duet (both vocal and instrumental) as a whole is a perfect radio-acousmêtre to prisoners because it is only heard in the public-address system and remains non-visualized throughout the film. Chion identifies four characteristics of acousmêtre in movies, namely “ubiquity, panopticism, omniscience, and omnipotence” (24). In the Shawshank Redemption, ubiquity and omnipotence of the music of Letter Duet are particularly highlighted in delivering the notion of freedom.

This piece of music is ubtiquitous because firstly and literally, in the broadcasting scene, it penetrates the whole Shawshank complex where the major part of the movie narrative happens. Secondly, after being heard by prisoners, the music “awakens” them from the institutionalization and reinhabits the timeless essence of beauty and then freedom into their mind. According to Red’s narration, this process happens to everyone who hears the music. In this sense, the music inhabits into every prisoner’s mind and essentially becomes ubiquitous in Shawshank prison.

Besides, the music of the Letter Duet is omnipotence, which is reflected in Andy’s [3]description that the music stays in his mind and heart, and is indestructible by outside forces including the severe punishment of the two-week solitary. Moreover, in the following narrative, the Letter Duet and the notion of freedom that Andy gets from it help him survive both mentally and physically through severe sufferings including Tommy’s death, a two-month solitary, and Norton’s threats, and eventually support him to escape from Shawshank. Thus, to some degree, the music of the Letter Duet and the essence of freedom associated with it are invulnerable in this film.

In the Shawshank Redemption, in the broadcasting scene, the Letter Duet does not express the notion of freedom through its cultural references because the prisoners who perceive freedom by hearing it do not understand its content. Instead, the Letter Duet convey the notion of freedom by defamiliarizing the conditions of imprisonments to prisoners and creating a new space-time dimension that transcends the prison in both space and time, which are the achieved through  prisoners’ pure listening. Moreover, the effectiveness of the Letter Duet in conveying freedom in this movie is associated with its role as an acousmêtre and its characteristics of ubiquity and omnipotence.


 

Work Cited

Chion, Michel, and Claudia Gorbman. "The Acousmêtre." The voice in cinema. [Nachdr.] ed. New York: Columbia University Press, 2001. 17-29. Print.

Chua, Daniel. "Listening to the Self: The Shawshank Redemption and the Technology of Music." 19th-century music 34.3 (2011): 341-55. JSTOR. Web. 4 June 2012.

Hunter, Mary. “Sentiment and Wit, Feeling and Knowing: The Shawshank Redemption and Prizzi’s Honor.” Between Opera and Cinema. Ed. Jeongwon Joe and Rose Theresa. Oxford: Routledge, 2002, 93-120. Print

The Shawshank Redemption. Dir. Frank Darabont. Perf. Tim Robbins; Morgan Freeman. Warner Home Video, 1994. DVD.

Žižek, Slavoj. "The Breakout." The fragile absolute or, Why is the Christian legacy worth fighting for?. Pbk. ed. London: Verso, 2001. 143-60. Print.


 

Cuesheet

<The Shawshank Redemption> Thomas Newman (1994)

0:00:16                   When the captioning of Castle Rock Entertainment presents, a piece of jazzy and blues song (If I Didn’t Care) sung by male solo and accompanied by guitar and piano starts. It is mild and lyrical, and its tempo is moderato. At 0:00:58, when the image of film starts with Andy sitting in his car, the volume of the music decreases. When Andy takes out a gun and some bullets, a drone by string starts and continues when the image shifts to the scene in a court. Several dissonant piano chords and some dissonant low string can be heard in the court scene.

0:02:56                   When the prosecution attorney describes Andy’s wife and her lover and the image of them appears, a gentle but suspended motive by piano starts. It is in minor key and is accompanied by the string drone continues since 0:00:16. When the prosecution attorney interrogates Andy, some dissonant string enters. In addition, the male vocal (played by radio on Andy’s car) mentioned above can be heard whenever the image shifts back to Andy’s sitting in the car.

0:09:05                   When the bus takes Andy and other new prisoners to the Shawshank, a polyphonic, dissonant, and slightly lively motive in minor key by violin starts. Its tempo is moderato. When Red starts narrates, the volume of the music decreases. The music stops when Hadley speaks to the prisoner who gets off the bus first.

0:12:05                   When Red and his friends make a bet on which one of the new comers will cry, a suspended, monophonic, and dissonant motive by string starts. It becomes extremely harsh when Andy walks into a building.

0:14:21                   When new comers get washed, a drone by string starts. Then a gentle, sorrowful (and even grave), and muted piano motive enters. Later when prisoners enter their cells, string enters. The overall texture is homophonic.

0:23:30                   When Andy asks Heywood the dead fat guy’s name, a homophonic, sorrowful, slow, and dissonant motive by woodwind starts. It is in minor key. Then a motive by synthesizer starts when Andy takes shower.

0:28:30                   When Andy finishes talking with Red and Red’s narration begins, a dissonant string motive starts. It is in minor key and of andante tempo.

0:29:04                   When prisoners ship cargos from outsides, a suspended, mysterious, somewhat lively, and slightly amusing motive by synthesizer starts. It continues as varies prisoners try to send the rock hammer to Andy.

0:31:23                   When Andy gets trapped by the Sisters and fights with them, a suspended motive by synthesizer at low volume starts. Later low string and violin enter when Red narrates Andy’s routine encounter with the Sisters. The music is in minor key and of andante tempo.

0:33:15                   When Norton announces the plan to resurface roofs of buildings, a motive by violin starts. It is folk-like and slightly relaxing. It is accompanied by guitar.  

0:37:25                   When Andy gets beer for his friends through the “deal” with Captain Hadley, and when his friends enjoy the beers on the roof after working, a lyrical, consonant, and polyphonic violin motive starts. Later trumpet enters.

0:40:20                   When Andy craves a rock at night in his cell, a sorrowful, gentle, dissonant, and homophonic motive by synthesizer starts. Then muted piano enters. It is in minor key and of andante tempo.

0:41:21                   A diegetic piece of music in the movie Gilda when prisoners watch this movie.

0:44:06                   When Andy confronts the Sisters in the projection room during the movie, a drone starts. Then a suspended motive by synthesizer and muted piano starts.

0:46:16                   When Andy’s friends find rocks for him to crave, a jazzy, folk-like, and slightly relaxing motive by violin and guitar.

0:50:55                   When guards finish tossing cells, a sorrowful and homophonic motive by strings and muted piano starts. It is of moderato tempo.

0:55:39                   When Andy asks Norton for money to expand library, a drone of high pitch starts. Then a dissonant violin motive in minor key starts at low volume. When Andy writes letters, a motive by synthesizer starts. And when Andy does tax returns for guards, a slightly amusing motive by synthesizer starts.

1:00:55                   When Brooks is released, a string drone starts. Then woodwind and muted piano enter. The music is very sorrowful and grave. It is homophonic, slow, and in minor key. When The image shifts to Brooks’ life outside the prison, the drone continues and the motives repeat and vary until Brooks’ suicide.

1:07:47                   Andy plays LP of the Marriage of Figaro and broadcast it to the whole Shawshank complex. It is an aria (Letter Duet) accompanied by orchestra. Its texture is homophony and its meter is triple. It is lyrical and consonant. When Norton and guards knock on the door, Andy turns up the volume.  

1:12:19                   When Andy talks about music and hope with his friends including Red, a dissonant, homophonic and slightly grave string motive starts. It is in minor key and of andante tempo. It is at low volume.

1:15:06                   When Andy receives the poster of Marilyn Monroe at night in his cell, a suspended, mysterious, dissonant, unsettling, and homophonic motives by woodwind starts. It is of andante tempo.

1:16:23                   Red blows the harmonica for a single note and stops. Then the scene is mute.

1:17:51                   Heywood listens to and sings Hank Williams’ song in the prison library. The song is a piece of country music accompanied by guitar. It is relaxing. It continues when Norton announces the “inside-out” program.

1:24:00                   When Tommy arrives at the Shawshank, a piece of rock (or pop?) music starts. It is energetic and of quick tempo.

1:26:54                   When Andy teaches Tommy, a drone by string at high pitch starts. Then slightly motive by synthesizer and string starts. It is in minor key. And it  somewhat “splendid” when the narration of Red introduces what Andy achieves in the prison.

1:30:14                   When Tommy talks to Andy and Red about the read criminal of Andy’s murder case, a drone by string starts.

1:35:26                   When Andy is in solitary, a sorrowful, duple, polyphonic, and grave motive by string starts. It continues but becomes slower when the image shifts to Tommy’s being called by Norton to talk. It is in minor key.

1:39:29                   When Norton threatens Andy to keep helping him, a dissonant, homophonic, and harsh motive by string start. Then an harsh, ascending string motive enters. 

1:42:51                   When Andy talks with Red about Zihuatanejo, a string drone starts. Then a sorrowful and homophonic motive by muted piano starts in minor key. It is of andante tempo and at low volume. Later, string enters and take the major part. After that, woodwind enters.

1:49:00                   When Andy shines the shoes of Norton, a drone by string starts. Then a suspended and homophonic motive by woodwind starts. It is in minor key and of andante tempo. It continues until Andy returns to his cell.

1:54:11                   When Norton finds out the tunnel that Andy digs on the wall, a drone starts. When guards search for Andy, an intense, consonant, duple, quick, lively and polyphonic motive by the whole orchestra starts. 

1:55:10                   When Andy starts to dig a tunnel on the wall, a motive by muted piano starts. It is in minor key and continues during Andy’s escaping process. Low string enters when Andy crawls through the tunnel. When Andy gets out of the tunnel and arrives at the sewage, a dissonant motive by the whole orchestra starts. It is of andante tempo. And when Andy gets out of the sewage, the volume increases. When he cries into the air, the orchestra plays several loud chords.

2:00:32                   When Andy enters a bank, synthesizer plays an airy motive at high pitch.

2:02:06                   When police comes to the Shawshank for Norton and Hadley, a tense, quick, dissonant, and polyphonic motive by synthesizer starts. It is of duple meter. At the same time, string and piano play some discrete and dissonant chords. The music shifts to string motive in minor key and at low volume when Norton shoots himself.

2:04:34                   When Red receives Andy’s postcard, a slow, dissonant, and homophonic string motive at low volume starts.

2:05:20                   When Red in narration assimilates Andy to a bird with bright feathers, a sorrowful and gentle motive played by muted piano starts.

2:08:30                   When Reds gets out of the Shawshank, a drone begins. Then muted piano enter. Later, violin enters when Red narrates that he has no way to make it on the outside.

2:11:14                   When Red follows Andy’s instruction to find what Andy leaves to him, a lyrical, homophonic, consonant, and slightly sorrowful motive by woodwind starts. Then string enters and the musical texture becomes polyphonic. When Red finds the wall, harmonica enters. The music stops when Red finds the box buried by Andy for him.

2:15:45                   When Red reads Andy’s letter, a peaceful, slow, and harmonic motive by string starts at low volume. Then woodwind comes in and the music becomes brighter and more lyrical. The music continues as Red goes to find Andy. Then piano enters in major key. When Red reaches the beach in Zihuatanejo and meets Andy, violins play at higher pitches and louder volume. Finally, when captioning starts, the orchestra enters and plays a polyphonic and consonant piece of moderato tempo. Violins play the major melody in this piece.

 



[1] If not otherwise noted, “Prisoners” in this essay refers to prisoners other than Andy Dufresne in the film the Shawshank Redemption.
[2] Although prisoners may or may not know the exact time of composition of this aria, they are supposed to know that it does not belong to 1950s. This is because that firstly, Red knows that the aria is Italian. Secondly, referring to the scene at 1:11:25, when Andy talks about Mozart, other prisoners can recognize this name. Thus, here I assume prisoners know that this aria is not from their time (1930s - 50s) but from an early period.
[3] Note that the music of Letter Duet is also an acousmêtre to Andy because he is unlikely to be able to connect the voices in this particular LP to some faces either.

INTL 280 2012S Term paper: The Environmental Implications of Online Shopping in Consumption and Energy Use


Xiaorui Huang

INTL 280 International Environmental Issues

Term Paper
 
Score 96/100
 

The Environmental Implications of Online Shopping in Consumption and Energy Use

Introduction

Market value of online retailing in America has reached 152.9 billion U.S. dollars in 2010 with an average annual growth of 9.3% since 2006 and is predicted to grow quickly in the next several years (MarketResearch.com). Together with its expanding scale, the environmental impacts of online shopping have become noteworthy. Researches about the logistics of online shopping in USA have found out that the logistics of online shopping are more energy-efficient than the one of traditional shopping (Hendrickson et al. 2; Matthews et al. 496-98). These researches somewhat give the public a perception that online shopping is more environment-friendly than traditional shopping. However, to examine the environmental implication of online shopping, isolated analyses on logistics systems are insufficient. The influences of online shopping on consumption and consumer behaviors must be taken into account because they directly influence the overconsumption issue that fundamentally contradicts to the limited resources on the Earth. In this paper, I will investigate the implications of online shopping on consumption and energy use in order to examine its actual environmental impact.

Online shopping creates a shopping environment that promotes consumerism and in this environment several consumer behaviors that unconsciously increase energy cost occur easily, which at least compensate the energy saved in the optimized logistics if not outrun it. In the following text, I will firstly examine four ways that online shopping promotes consumerism and worsens overconsumption. After that, I will focus on two energy-wasteful behaviors that online shoppers often do. Then before reaching a conclusion, potentials of online shopping in promoting sustainable consumption will be briefly discussed.

 

Online Shopping Promotes Consumerism

            Online shopping creates an environment that promotes consumerism and increases consumption in four ways. First, online shopping enables retailers and businesses to apply effective marketing strategies that are unachievable in traditional store shopping and target specific consumer groups and even individuals. An example is the advertising based on the collection of digital trait of people’s internet surfing. Specifically, advertising companies track the sites and contents that people view online and categorize people into groups according to these information for targeted marketing (Baker). Furthermore, individual tracking technique is applied on several large online shopping websites like Amazon.com, which collects the information of items viewed by individuals and advertises exactly the same items back to these individuals on the ad column on other websites. The targeted marketing strategy is effective in converting advertisement viewers into buyers. According to two quantitative studies, online targeted advertising generates a 79% increase in the number of ad viewers’ who search for the brands advertised and nearly doubles the percentage of viewers who make the purchase when compared to non-targeted advertisement (Farahat and Bailey 9, Beales 17-18). Therefore, by allowing targeted advertisement that is impossible in traditional store shopping, online shopping increases consumption by making people buy more.

            The second way that online shopping promotes consumerism is that it allows consumers to access to huge amount of information about style and fashion, which is particularly true in clothing and footwear shopping Other than the advertising discussed above, a major source that online shoppers receive such information about is from the reviews of goods by other consumers. I have conducted a simple analysis based on data collected from Zappo.com, one of the largest online footwear stores in America. I have randomly collected 15 samples[1] of online consumer reviews from reviews that are marked by two or more viewers as “useful” (as shown on the website). Among the 15 piece of consumer reviews about shoes, totally seven of them (46.67%) include simple description about styles and three out of the seven describe the style of the goods in detail. These three pieces (20%) also provide additional information either about desire to purchase or about how the goods match the owners’ status. Although further research is needed, this simple analysis indicates that consumer reviews provide can lots of information about fashion and style of consumer goods and people view these reviews as important source of shopping guidance (as two or more people mark these reviews as useful). These information increases viewers’ desire to purchase goods and to keep in fashion, which contributes to consumerism and therefore overconsumption. To some degree, the experience of online shopping has replaced need for goods or even the goods themselves to be the primary goal (Reisch 274). 

             Also, in the virtual shopping on the internet, consumers psychologically tend to increase consumption. According to Lucas Reisch, a scholar in consumer economics, “the more virtual the buying act and the money involved, the lower the barrier to impulse buying” (275). Specifically, when shopping online with virtual money such as credit card, consumers are less self-restrained from making the unnecessary or unplanned purchase. Thus, the low psychological barrier to buy things on the internet increases consumption.

            The fourth way that online shopping increases consumption is through the policies of combined shipping discounts. Many online stores and retailers adopt the policies that if consumers purchase goods that worth over certain amount of money, they can get discounted or even free shipping. For example, Amazon.com has the FREE Super Saver Shipping policy providing customers free shipping for orders worth over 25 dollars (Amazon.com). Such policies can encourage consumers to combine several items that they want to buy in a single order (but not necessarily deliver in a single shipping). However, sometimes consumers tend to buy something they do not necessarily need just to make up the value of the order to qualify the discounted or free shipping. In such cases, consumers will get the illusion of taking advantages of the combined shipping discount, yet, the consumptions especially unnecessary consumptions increase due to these policies. Therefore, the combined shipping policies adopted in online shopping increase consumption by encourage consumers’ unplanned and unnecessary purchasing.

 

Online Shopping Causes Unnecessary Energy Costs in Shipping

Other than creating a pro-consumerism environment, online shopping also encourages several consumer behaviors that unintentionally increase energy cost in shipping. Firstly, in online shopping, consumers rarely consider the shipping distance that directly influence energy cost. This is because the shipping distance is made invisible by the free shipping or flat shipping rate. For example, on Amazon.com, for the same item, shipping rate is calculated based on its weight, size, packaging condition, and means of delivery. The distance from retailers to consumers will not influence the shipping rates. As a result, if a geographically further retailer provides the exact same item on a lower price than a geographically closer retailer, consumers will simply buy from the further retailer because the shipping rates of the two are the same. In this process, unnecessary energy cost of longer shipping is generated by the rational consumer choice to buy goods on a lower price. In contrast, in traditional store shopping consumers have to pay for the transportation that is positively correlated to distance between them and the stores, which reduce unnecessary energy cost because rational consumers will choose a store from which they can buy stuff at the lowest total cost (including the price and the transportation cost). Thus, compared to traditional store shopping, online shopping make consumers increase energy cost unintentionally because of the flat shipping rate.  

The second energy-wasting consumer behavior encouraged by online shopping is the preference to faster delivery. After making payment for goods, consumers psychologically tend to have what they have paid as soon as possible and thus often choose the fastest shipping service they can afford. As a result, in a virtual environment where barrier to spend money is low (as discussed above), hotheaded consumers often choose one-day shipping (Plepys 520). Consequently, air transport is substantially used in online shopping, which becomes a major source of its environmental impacts (James Wilsdon 62). According to a study about the online book retailing in America, the increased energy cost in air transport could neutralize or even outweigh the energy saved in the optimized logistics system (Matthews et al. 499). Therefore, due to the consumer preference on fast delivery, unnecessary energy cost is caused in online shopping.

 

Potential of Online Shopping in Promoting Sustainable Consumption

So far I have discussed several ways that online shopping promotes overconsumption and increases unnecessary energy cost unintentionally, nevertheless, great potential exists to use online shopping to promote sustainable consumption and green products. Firstly, if online retailers use its powerful marketing channel such as the recommender tool on websites to promote green products, the great advertising power that previously promotes consumerism will be transferred to promote sustainable consumption (Zureik and Mowshowitz 51; Lee, Huang, and Hwang 552). Besides, the internet can easily connect consumers with the producers and sellers of green products and provide consumers the access to “how-to” information about sustainable consumption (Wilsdon 62). Therefore, online shopping has great potential to advertise green products and sustainable consumption.

 

Conclusion

Online shopping creates a shopping environment that greatly promotes consumerism and overconsumption. Besides, several unintentional consumer behaviors that cause unnecessary energy cost in shipping are very likely to occur in online shopping. In general, the overall environmental impact of online shopping is much worse than the results provided by researches that solely focus on the logistics. Specifically, online shopping could subtly increase the total resources consumption as well as energy use per capita of online shoppers. With the expansion of online retailing in America, the national resources consumption and energy use may increase, which poses challenges for us in addressing energy crisis, global warming, and the inequality of living standard between developed and developing countries. Nevertheless, great potential exists in using online shopping to promote sustainable consumption and green products. Real practices are called for to make full use of this potential. 


 

Work Cited

"Amazon.com Help: FREE Super Saver Shipping ." Amazon.com: Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more. N.p., n.d. Web. 26 May 2012. <http://www.amazon.com/gp/help/customer/display.html/ref=help_search_1-1?ie=UTF8&nodeId=527692&qid=1338353863&sr=1-1>.

Baker, Loren. "Behavioral Targeting and Contextual Advertising | Search Engine Journal." SEO & Search Engine News : SEJ. N.p., 1 Sept. 2004. Web. 29 May 2012. <http://www.searchenginejournal.com/behavioral-targeting-and-contextual-advertising/836/>.

Beales, Howard. The Value of Behavioral Targeting. Network Advertising Initiative 24 May. 2010. Web. 29 May 2012.

< http://www.contact-mcs.com/crimtan_newsletter/resources/bealesbt.pdf >

Farahat, Ayman, and Michael Bailey. How Effective is Targeted Advertising?. Proc. of WWW 2012 Conf., 16 - 20 Apr, 2012, Lyon, France. Web. 29 May 2012. 

                  < http://www2012.wwwconference.org/proceedings/proceedings/p111.pdf>.

Hendrickson, Chris, Scott Matthews, Amy Nagengast, Rachael Nealer, and Paulina Jaramillo. Life cycle comparison of traditional retail and e-commerce logistics for electronic products: A case study of buy.com. Proc. of Sustainable Systems and Technology Conf., 18 – 20 May, 2009, Carnegie Mellon Univ. Weber: UP of Carnegie Mellon, 2011. Web. <http://ieeexplore.ieee.org/xpl/login.jsp?tp=&arnumber=5156681&url=http%3A%2F%2Fieeexplore.ieee.org%2Fxpls%2Fabs_all.jsp%3Farnumber%3D5156681> 

Lee, Ying-Lien, Fei-Hui Huang, and Sheue-Ling Hwang. Green Advocate in E-Commerce. Proc. of the 13th International Human-Computer Interaction Conf., 19 - 24 Jul, 2009, San Diego, CA, USA. Jacko: Springer Berlin / Heidelberg, 2009. Web. 29 May 2012.

                 < http://www.springerlink.com/content/pl8h38250650604x/about/ >

Matthews, Scott, Eric Williams, Takashi Tagami, and Chris Hendrickson. "Energy implications of online book retailing in the United States and Japan." Environmental Impact Assessment Review 22.5 (2002): 493-507. ScienceDirect.com. Web. 25 May 2012.

"Online Retail in the United States by MarketLine in United States, Consumer Goods, E-Commerce & Online Retailing." MarketResearch.com - Market Research Reports - Business and Industry Analysis. N.p., n.d. Web. 1 June 2012. <http://www.marketresearch.com/MarketLine-v3883/Online-Retail-United-States-6652758/>.

Plepys, Andrius. "The grey side of ICT." Environmental Impact Assessment Review. 22.5 (2002): 509-23. Web. 18 Apr. 2012.

Reisch, Lucia. "The Internet and Sustainable Consumption: Perspectives on a Janus Face ." Journal of Consumer Policy 24.3-4 (2001): 251-86. SpringerLink. Web. 27 May 2012.

Wilsdon, James. "E-topia? Scenarios for e-commerce and sustainability." Digital futures: living in a dot-com world. London: Earthscan Publications, 2001. 39-68. Print.

Zureik, Elia, and Abbe Mowshowitz. "Consumer power in the digital society." Communications of the ACM - The Digital Society 48.10 (2005): 46-51. Web. 26 May 2012.

 

Appendix

The following are samples of consumer reviews collected from Zappo.com. They are randomly chosen from reviews that marked by two or more viewers as “useful”.

 

Notes:

“**”  This piece of review contain detailed description about style 

“*”   This piece of review contain simple description about style

“__”  The underlining text is the description about style

 

l  http://www.zappos.com/dr-scholls-jennie-parchment-white?zfcTest=fw:1

**They are quite comfortable, except the strap on the back of my ankle rubbed me the wrong way. Also, I just really don't like the style of the straps on top. I think the straps look a little cheesy and aren't especially hip for my age group (late 20s, early 30s.)

 

l  http://www.zappos.com/product/7786233/color/355665?zfcTest=fw:1

I bought these for my husband for his half-marathon training. He is a minimalist, very no-frills type of man. He liked these shoes the first time he wore them. They are as described: a lightweight but high-mileage trainer with plenty of arch support and cushioning. He regularly runs hilly 14-milers, and these seem to provide the cushioned support on the downhills. He also wore them for his half-marathon race. They gave him no blisters and have a zero break-in period - can be worn right out of the box for a long run.

 

l  http://www.zappos.com/product/7894619/color/347?zfcTest=fw:1

*These are cute but there is absolutely no cushioning in the footbed. I'm returning them. I guess I'll have to keep shopping! Good thing Zappos has awesome customer service, an easy return/exchange policy, and fast shipping

 

l  http://www.zappos.com/blowfish-timo-blue-belize-blanket?zfcTest=fw:1

*The back strap was a bit too long for me. Wish I could adjust a bit tighter, but fits well and looks cute

 

l  http://www.zappos.com/naturalizer-prissy-cosmic-dust-metallic-foil-leather?zfcTest=fw:1

**Great sandal! I bought this shoe a few weeks ago and I absolutely cannot wait to wear it! It's ridiculously cute on. I bought it in black and had to have the silver. It's great for work and for going out. Very comfortable, though the strap does rub slightly against my pinkie toe (nothing some surf wax won't fix - a trick I was taught last year that completely changed my life! No more blisters!)

 

l  http://www.zappos.com/product/7925314/color/337396?zfcTest=fw:1

**Love! This new Free Run+ is really a hot item right now and I couldn't resist buying them! I went into the Nike store, they didn't have my size, and I was so happy to find it on Zappos! Ordered these Saturday night, and got it on Monday afternoon. love the speedy delivery! When I opened the box, the vibrant hot punch color just made me so happy! How could anyone not want to run when they have this pair! I tried them on, they are so light. compared to the Airmax ones I previously wore to run. I was concerned after reading one of the reviews about the tongue of these shoes, but they did not affect me at all. They are so comfy, and light and i love it so much!

 

l  http://www.zappos.com/reef-fanning-brown-gum?zfcTest=fw:1

Reef Fanning - I bought these shoes for my husband. Mainly because the bottle opener on the bottom was a novelty. He loves the shoes though and insists that they are the most comfortable flip flops he owns.

 

l  http://www.zappos.com/sperry-top-sider-billfish-3-eye-boat-shoe-tan-beige?zfcTest=fw:1

These shoes are extremely comfortable but lack good, lasting construction. I'm now relegated to tossing my second pair due to a tear in the cloth portion of the shoe which hasn't lasted more than a year. I won't be buying these again. Too bad because they are so comfortable but I can't justify paying this much for something that just doesn't last.

 

l  http://www.zappos.com/asics-gel-kayano-18-white-black-hot-blue?zfcTest=fw:1

Awesome shoes. Buying a new pair to replace ones that I wore out. My only complaint is that ASICS only makes the one style in the wide widths.

 

l  http://www.zappos.com/birkenstock-gizeh-birko-flor-metallic-silver-birko-flor-trade?zfcTest=fw:1

Why the plastic thong? I like the birkenstock footbed, but found the hard plastic "thong" uncomfortable. Mephisto uses leather, not hard plastic, I can't understand why the birks folks don't do the same.

 

l  http://www.zappos.com/product/7925831/color/337799?zfcTest=fw:1x

Love them, as a college football player and avid weightlifter these shoes are great for running and lifting!

 

l  http://www.zappos.com/crocs-kids-keeley-sandal-infant-toddler-youth-fuchsia-bubblegum?zfcTest=fw:1

I ordered these for my 3-year-old. She cannot wear flip-flops with anything between the toes. I ordered these a half size up so they will fit her all summer. The ankle strap adjusts with velcro. The footbed is squishy but still supportive. The only thing is, if you don't put the kid's heel far back enough in the sandal, the toes can be pushed too far up front and risk stubbing. We had to play around with them a little to get the right fit. I would recommend ordering either true to size or a half size up for extra toe room.

 

l  http://www.zappos.com/orthaheel-tide-pewter-metallic?zfcTest=fw:1

*Got these in black. Expensive for a flip-flop, but well-made and very supportive (and cheaper than chiropractic). Shiny black makes it a little dressier than normal flip flops. Took about a week to break in the uppers. Bottoms are very supportive & I am already feel my feet, knees and back realigning (I got plantar fasciitis after being pregnant). I normally wear a 7.5 and got these in an 8, so I'd say order up if you're a half size.

 

l  http://www.zappos.com/brooks-adrenaline-gts-12-bright-green-cactas-flower-black-ombre-blue?zfcTest=fw:1

These are the greatest shoes. Nice to have good shoes for walking that look better with slacks or jeans than white running shoes. Totally prompt delivery. No problems. In terms of just the shoes, they are really sized well except that I notice a little too much movement in the heel. Solved by wearing 2 pairs of socks. Wouldn't not buy them for this.

 

l  http://www.zappos.com/dansko-jute-pro-multi-stripe?zfcTest=fw:1

*Very cute in the picture but not so much in person. They run large, ordered my regular size and they were huge. Also not a fan of the Gummy sole on these and the feel was very clunky...even more than regular Danskos. Sadly these are going back.

 

 

 



[1] Refer to the Appendix at page 10