Environmentalization: Origins, Processes, and Implications for Rural Social Change1

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Abstract
This paper seeks to go beyond the sui eneris conception of the increased role of “green” forces and the concomitant environmentalization of institutional practices in the United States and elsewhere across the world. It is argued that these forces must be located in the transition from social‐democratic to neo‐conservative regimes of social regulation of economy and society that has occurred during the past 15 or so years of global economic stagnation. This transition and its reflection in greening and environmentalization may be seen to have contradictory implications for rural societies. These implications are explored briefly with respect to sustainable development programs in the developing countries, sustainable agricultural research and outreach in the United States, and the possible growth of environmental symbolization of rural spaces.