Cosima Dannoritzer - Comprar, tirar, comprar - documental
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0:28 - 0:35He is Marcos from Barcelona, but it could be anyone, anywhere else.
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0:36 - 0:41He will run across something that happens every day in offices and homes around the world.
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1:01 - 1:06A piece of the printer has failed and the manufacturer recommends taking it to technical service.
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1:08 - 1:11My technician makes a preliminary diagnosis,
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1:11 - 1:13but it costs 15 euros plus VAT.
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1:13 - 1:16Surely will be difficult find the pieces to be able to repair it.
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1:16 - 1:20Repairing it isn't really worth it.
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1:20 - 1:22Repairing it will cost about 110 or 120 EUR.
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1:22 - 1:25There are printers from 39 EUR.
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1:25 - 1:28I would advise you to look for new printers.
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1:28 - 1:31I would buy a new one, without doubt.
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1:31 - 1:36It isn't coincidence that the three vendors suggest to buy a new printer.
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1:37 - 1:42If he accepts, Marcos will be another victim of planned obsolescence,
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1:42 - 1:46the secret engine of our consumerist society.
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1:56 - 2:00Our society is dominated by a growth economy
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2:00 - 2:04whose logic is not to grow to meet the needs,
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2:04 - 2:06but rather grow to grow.
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2:27 - 2:31In this documentary we will disclose how planned obsolescence
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2:31 - 2:34has defined our lives since the 1920s.
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2:34 - 2:40When manufacturers began to shorten the lifetime of the products to boost sales.
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2:41 - 2:45So they reduced the lifetime of products to 1000 hours.
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2:47 - 2:53We will discover that designers and engineers were forced to choose new values and goals.
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3:07 - 3:10We will learn about a new generation of consumers
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3:10 - 3:13that are going against the manufacturers.
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3:15 - 3:19Is an economy without planned obsolescence feasible?
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3:19 - 3:21and without its impact on the environment?
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3:39 - 3:41Buy, throw away, buy. The secret history of planned obsolescence.
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4:15 - 4:20The Livermore light bulb has been operating without interruption since 1901.
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4:20 - 4:25At the moment two webcams have expired and the light bulb is going for the third.
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4:33 - 4:37In 2001, when the bulb turned one hundred years old
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4:37 - 4:41Livermore organized a big American-style birthday.
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5:49 - 5:54The formula for a long lasting filament is not the only mystery in the history of light bulbs.
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5:55 - 6:00One much greater secret is how and why this humble product became
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6:00 - 6:03the first victim of planned obsolescence.
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6:05 - 6:08Christmas of 1924 day was a special day.
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6:09 - 6:14In Geneva several gentlemen in suits gathered together in a special room
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6:14 - 6:15with a secret plan.
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6:15 - 6:20They created the first worldwide cartel
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6:20 - 6:25to control the production of light bulbs
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6:25 - 6:29and distribute the world market shares among themselves.
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6:30 - 6:33The cartel was called Phoebus.
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6:34 - 6:39Phoebus included major light bulb manufacturers in Europe and the United States
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6:39 - 6:44and even those from distant colonies in Asia and Africa.
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6:44 - 6:49The objective was to exchange patents, to control the production
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6:49 - 6:52and, above all, control the consumer.
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6:52 - 6:59They wanted people to buy light bulbs on a regular basis.
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6:59 - 7:03If light bulbs lasted too much, it would be an economic disadvantage.
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7:03 - 7:09Initially the goal of manufacturers was a long lifetime for their light bulbs.
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7:25 - 7:33In 1881 Edison put up for sale its first light bulb, it lasted up to 1500 hours.
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7:34 - 7:38In 1924, when the Phoebus cartel was founded,
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7:38 - 7:422500 hours of useful lifetime were announced with pride
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7:42 - 7:46and manufacturers highlighted the longevity of their light bulbs.
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7:46 - 7:52So the Phoebus cartel thought of limiting the lifetime of the light bulbs
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7:52 - 7:54to 1000 hours.
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7:59 - 8:04A committee was created in 1925, the "1000 hour life Committee"
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8:04 - 8:11to technically reduce the light bulbs lifetime.
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8:15 - 8:19More than 80 years after, Helmut Hรถge, a historian from Berlin,
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8:19 - 8:21finds evidence of the Committee activities
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8:21 - 8:25hidden among internal documents of members of the cartel.
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8:25 - 8:27Companies like Phillips in the Netherlands
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8:27 - 8:31Osram in Germany and Lamparas Zeta in Spain.
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8:32 - 8:36Here is a document from the cartel.
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8:49 - 8:54Pressured by the cartel, manufacturers performed experiments
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8:54 - 8:56to create a more fragile light bulb
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8:56 - 8:59that complied with the new 1000 hours standard.
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9:10 - 9:13Manufacturing was strictly controlled
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9:13 - 9:16to make sure that regulations were met.
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9:18 - 9:20One of the measurements was to mount different shelves
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9:20 - 9:24with many lampholders,
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9:24 - 9:31where they mounted different combinations with samples of each series.
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9:31 - 9:35Companies like Osram recorded meticulously
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9:35 - 9:37the duration of these bulbs.
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9:40 - 9:44Phoebus, created a complicated bureaucracy to impose their rules.
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9:44 - 9:49Manufacturers were severely fined if they diverted from the established goals.
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9:55 - 9:59Here is a table of fines of 1929
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9:59 - 10:04showing how much Swiss francs
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10:04 - 10:07the members of the cartel had to pay
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10:07 - 10:12if their bulbs lasted,
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10:12 - 10:14for example, more than 1500 hours.
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10:20 - 10:23As planned obsolescence took effect,
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10:23 - 10:26lifetime started to fall.
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10:26 - 10:31In just 2 years shrank from 2500 to less than 1500 hours.
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10:35 - 10:39In the 1940s the cartel had already achieved its goal.
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10:39 - 10:42A standard light bulb lasted for 1000 hours.
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11:17 - 11:21In the following decades, dozens of new light bulbs were patented.
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11:21 - 11:24Even one that lasted 100.000 hours.
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11:25 - 11:28But none was commercialized.
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11:29 - 11:32Officially, Phoebus never existed,
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11:32 - 11:35even though their trail was never completely hidden.
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11:35 - 11:40Their strategy was to change the name from time to time.
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11:40 - 11:44They were called "International Cartel of Electricity"
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11:44 - 11:46and later on they change it again.
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11:46 - 11:51The important thing is that this idea still exists as an institution.
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11:57 - 12:03In Barcelona, Marcos has ignored the vendors advice to replace the printer.
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12:03 - 12:05He is determined to fix it.
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12:05 - 12:10And he has found someone on the internet who has discovered what happened to his printer.
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12:27 - 12:29Marcos has contacted the author of the video.
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13:13 - 13:17Planned obsolescence started at the same time
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13:17 - 13:19as mass production and the consumerist society.
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13:43 - 13:48Already in 1928 an influential advertisement magazine warned:
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13:48 - 13:52".. an article which refuses to wear out is a tragedy of business."
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13:55 - 13:58In fact, with mass production, prices fell down
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13:58 - 14:00and products became more affordable.
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14:00 - 14:03People started buying for fun rather than by need.
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14:03 - 14:05The economy accelerated.
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14:27 - 14:28In 1929,
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14:28 - 14:32the Wall Street Crash abruptly stopped the incipient consumerist society
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14:32 - 14:36and led the United States to a deep economic recession.
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14:45 - 14:51The people formed lines no longer to buy, but instead to ask for work and food.
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14:54 - 14:58From New York came a radical proposal to revive the economy.
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15:01 - 15:04Bernald London, a prominent real estate investor,
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15:04 - 15:09suggested getting out of the depression through mandatory planned obsolescence.
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15:10 - 15:13It was the first time that the concept appeared in writings.
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15:14 - 15:18London proposed that all products had a limited lifetime
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15:18 - 15:23with an expiration date, after which these would be considered legally dead.
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15:24 - 15:27The consumers would return it to a Government Agency
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15:27 - 15:29for its destruction.
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15:44 - 15:48Bernald London believed that with mandatory planned obsolescence
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15:48 - 15:52factories would keep producing, the people would keep consuming
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15:52 - 15:55and there would be work for everybody.
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16:00 - 16:05Giles Slade is already in New York to know more about the person that is behind this idea.
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16:05 - 16:08He wonders if with planned obsolescence,
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16:08 - 16:13Bernald London aimed to maximize benefits or, to help the unemployed.
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16:17 - 16:23Dorothea Weitzner met Bernald London in the 1930s during a family outing.
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17:24 - 17:27In fact the idea of Bernald London passed unnoticed
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17:27 - 17:31and mandatory planned obsolescence was never put into practice.
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17:36 - 17:42Twenty years later, in the 1950s, planned obsolescence resurfaced,
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17:42 - 17:47but with a crucial twist, it wasn't to force the consumer but to seduce him.
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18:02 - 18:07This is Brooks Stevens' voice, the apostle of planned obsolescence
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18:07 - 18:08in the post-war america.
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18:09 - 18:13This elegant industrial designer, created from electrical appliances
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18:13 - 18:17to cars and trains, always taking in mind planned obsolescence.
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18:21 - 18:26In tune with the time, the designs of Brooks Stevens expressed speed and modernity.
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18:26 - 18:28Even his house was unusual.
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19:32 - 19:35Brooks Stevens traveled throughout the United States
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19:35 - 19:39promoting the planned obsolescence in talks and speeches.
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19:39 - 19:42His ideas settled and were widespread.
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20:03 - 20:06Design and marketing seduced the consumer
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20:06 - 20:08to always want the latest model.
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20:38 - 20:44Freedom and happiness through unlimited consumption, the American way of life of the 1950s
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20:44 - 20:47settled the foundations of the current consumerist society.
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21:30 - 21:35Nowadays, planned obsolescence is taught in design and engineering schools.
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21:36 - 21:39Boris Knuf gives lectures about product life cycle.
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21:39 - 21:43The modern euphemism of planned obsolescence.
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21:55 - 22:00Students are taught to design for a business world dominated by a single goal:
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22:00 - 22:03frequent and repeated purchases.
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22:37 - 22:43Planned obsolescence is in the root of the considerable economic growth
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22:43 - 22:46that the Western World has lived since the 1950s.
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22:48 - 22:54Since then, growth has been the Holy Grail of our economy.
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22:56 - 22:59We live in a society of growth
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22:59 - 23:03whose logic is not to grow to satisfy the needs
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23:03 - 23:05but grow to grow.
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23:05 - 23:09Infinitely grow, with a production without limits
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23:09 - 23:14and to justify it, consumption should grow without limits.
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23:16 - 23:20Serge Latouche, a well-known critic of the Society of Growth,
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23:20 - 23:23writes often about its mechanisms.
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23:24 - 23:27There are three key instruments:
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23:27 - 23:32advertising, planned obsolescence and the credit.
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23:50 - 23:55The critics of the Society of Growth alerts that it is unsustainable in the long term,
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23:56 - 23:58because it is based on a flagrant contradiction.
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24:00 - 24:03Anyone who believes that unlimited growth
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24:03 - 24:05is compatible with a limited planet
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24:05 - 24:07is either crazy
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24:07 - 24:08or is an economist.
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24:08 - 24:12The problem is that we are all economists.
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24:31 - 24:35We could say that with the Society of Growth
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24:35 - 24:38we are inside a race car
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24:38 - 24:41that, right now, clearly nobody is driving,
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24:42 - 24:44going full speed
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24:44 - 24:46and whose fate
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24:46 - 24:50is either hitting a wall
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24:50 - 24:51or falling into a precipice.
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25:08 - 25:11Consulting instruction manuals,
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25:11 - 25:14Marcos realizes that engineers
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25:14 - 25:18determine the lifetime of many printers, during the design phase.
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25:26 - 25:31They achieve it by putting a chip inside the printer.
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25:42 - 25:44I found the chip.
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25:44 - 25:47It is an EEPROM chip where
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25:47 - 25:48a count of prints is stored.
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25:49 - 25:52When it reaches a determined number,
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25:52 - 25:54the printer hangs and stops printing.
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26:03 - 26:07What do engineers think when they have to design a product that fails?
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26:07 - 26:12The dilemma is reflected in a classic British film of 1951
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26:12 - 26:16where a young chemist invents a everlasting thread.
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26:16 - 26:19The chemist believes that he made a great progress.
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26:28 - 26:30But not everyone likes the invention,
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26:31 - 26:35and soon he finds himself chased not only by the owners of the factory
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26:35 - 26:38but also by the workers who fear for their jobs.
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26:47 - 26:53In 1940 the giant chemist Dupont presented a revolutionary synthetic fiber:
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26:53 - 26:54the nylon.
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26:59 - 27:04For women the durable socks were a major step forward
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27:04 - 27:05but the joy lasted a little.
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27:39 - 27:43Dupont's chemists had reasons to be proud
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27:43 - 27:47even the men admired the resistance of nylon stockings.
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28:03 - 28:06Dupont gave new instructions to Nicole Fox's father of and his colleagues.
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28:26 - 28:30The same chemists that applied all their knowledge to create a durable nylon
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28:30 - 28:34embraced the new trend and made it more fragile.
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28:34 - 28:38That everlasting thread disappeared from factories,
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28:38 - 28:40like in the film.
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28:51 - 28:56What was the opinion of Dupont's chemists about deliberately reducing the lifetime of a product?
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29:57 - 30:01Planned obsolescence affected not only engineers.
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30:01 - 30:05The frustration of consumers echoed in the classic play of Arthur Millers:
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30:05 - 30:07Death of a salesman.
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30:07 - 30:11Like Willy Loman, the consumers could only complain.
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30:32 - 30:36Consumers didn't know that in the other side of the Iron Curtain,
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30:36 - 30:38in the countries of the Eastern block
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30:38 - 30:42there was an entire economy without planned obsolescence.
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30:48 - 30:54The Communist economy was not based on the free market, but it was planned by the State.
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30:54 - 30:59It was inefficient and suffered from a chronic lack of resources.
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30:59 - 31:04In that system, planned obsolescence did not have any sense.
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31:08 - 31:13In the old East Germany, the most efficient communist economy,
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31:13 - 31:20the norms stipulated that fridges and washing machines should last for 25 years.
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31:23 - 31:28I bought this fridge in East Germany in 1985,
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31:28 - 31:32it is at least 24 years old.
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31:33 - 31:37I never had to change the light bulb
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31:37 - 31:39which is also nearly 25 years old.
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31:42 - 31:49In 1981 an East Berlin's factory began to produce a long lasting light bulb.
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31:49 - 31:54They presented it in an international fair, in search of western buyers.
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31:55 - 31:58When the East Germany manufacturers
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31:58 - 32:01presented these long lasting light bulbs
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32:01 - 32:03at Hanover fair in 1981,
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32:04 - 32:07their colleagues in the West said: "You will be without jobs."
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32:07 - 32:10The engineers of East Germany said:
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32:10 - 32:13"No, the opposite,
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32:13 - 32:16we will keep our jobs
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32:16 - 32:20if we save resources and do not waste tungsten."
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32:23 - 32:26The people of the West rejected the light bulb.
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32:27 - 32:31In 1989 Berlin Wall fell,
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32:31 - 32:37the factory closed and the production of the long lasting light bulb stopped.
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32:38 - 32:42Nowadays, it can only be seen in exhibitions and museums.
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32:52 - 32:5720 years after the fall of the Berlin Wall, unrestrained consumerism
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32:57 - 33:00exists both in the East and in the West.
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33:07 - 33:10With a difference, in the internet age,
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33:10 - 33:14the consumers are willing to fight against planned obsolescence.
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34:41 - 34:46Elizabeth Pritzker, a San Francisco lawyer, heard about the video
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34:46 - 34:50and decided to sue Apple on the matter of the iPod battery.
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34:50 - 34:54Half a century after the case of the cartel, planned obsolescence
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34:54 - 34:57came back to courts again.
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35:10 - 35:13A lot of these iPods had problems with their batteries
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35:13 - 35:17and their owners were willing to go to court.
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35:18 - 35:21One of them was Andrew Westley.
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36:17 - 36:21In December 2003 Elizabeth Pritzker presented the lawsuit
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36:21 - 36:23to San Mateo County's Court.
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36:23 - 36:26A stone's throw away from Apple's headquarters.
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37:07 - 37:11After months of tension, the two parts reached an agreement.
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37:11 - 37:16Apple created a replacement service and extended the warranty to 2 years.
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37:16 - 37:20The prosecutors received a compensation.
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37:54 - 37:59Planned obsolescence causes a constant flow of waste
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37:59 - 38:03that end in Third World countries, like Ghana in Africa.
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38:23 - 38:26An international treatment prohibits shipping electronic waste
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38:26 - 38:28to the Third World countries.
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38:28 - 38:31But buyers use a simple trick:
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38:31 - 38:34they declare them as second-hand products.
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38:40 - 38:43More than 80% of the electronic waste that arrives in Ghana
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38:43 - 38:48can not be repaired and end up abandoned in landfills around the country.
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39:25 - 39:30Nowadays, here there are no children playing after school.
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39:30 - 39:35Instead, young people from poor families, come to look for scrap.
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39:36 - 39:41They burn the plastic cable cover to obtain the metal inside.
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39:47 - 39:52The smallest kids scavenge in the wreckage to find
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39:52 - 39:56any piece of metal that the adults might have forgotten.
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41:29 - 41:34People from all over the world has begun to act against planned obsolescence.
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41:36 - 41:40Mike Anane is fighting at the end of the chain,
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41:40 - 41:42he has begun collecting information.
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42:20 - 42:24Mike thinks about turning this information into evidence
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42:24 - 42:26for a lawsuit at court.
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42:50 - 42:55Marcos is in internet again, looking into how to lengthen the lifetime of his printer.
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42:58 - 43:02A russian website seems to offer a free software
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43:02 - 43:05for printers with a counter chip.
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43:06 - 43:11The developer has bothered to explain his personal motivation.
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43:29 - 43:34Marcos does not know what can happen, but decides to download the software anyway.
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43:37 - 43:41From a small village in France, John Thackara fights against planned obsolescence
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43:41 - 43:46helping people around the world to share business and design ideas.
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44:29 - 44:34One of them is Warlden Phillips, descendant of the dynasty of light bulbs manufacturers.
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44:54 - 44:57Nearly a century after the light bulb cartel,
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44:57 - 45:02Warner Philips continues the family tradition, but with a different perspective,
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45:02 - 45:06produces a led light bulb that lasts 25 years.
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45:36 - 45:40If the carriers paid the real cost of transport,
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45:40 - 45:44not to mention that the oil is a non-renewable resource
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45:44 - 45:47and for which there is no substitute,
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45:47 - 45:51I would say that the costs would be multiplied by 20 or 30.
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46:06 - 46:10Also we can fight against planned obsolescence
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46:10 - 46:13rethinking the engineering and the production of the products.
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46:14 - 46:18A new concept: "Cradle to cradle".
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46:18 - 46:21Asserts that if the factories worked as the nature
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46:21 - 46:24obsolescence itself would be obsolete.
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46:25 - 46:29When we talk about protecting the environment,
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46:29 - 46:33we always think about: cut, resign, reduce.
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46:33 - 46:37But in spring, a cherry tree
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46:37 - 46:39neither cut nor resigns.
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46:44 - 46:47The natural cycle produces in abundance,
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46:47 - 46:52but the fallen flowers and dry leaves are not waste,
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46:52 - 46:54but nutrients for other organisms.
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46:56 - 47:00Nature don't produce waste, only nutrients.
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47:03 - 47:08Braungart believes that industry can imitate the virtuous cycle of nature.
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47:08 - 47:15And he proved it by re-designing the production process of a Swiss textile manufacturer.
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47:17 - 47:21When you upholster a sofa with a textile like this
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47:21 - 47:25the clippings are so toxic
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47:25 - 47:29that should be removed alongside the toxic waste.
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47:32 - 47:39Braungart discovered that the factory used by inertia hundreds of
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47:39 - 47:40highly toxic dyes and chemical products.
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47:41 - 47:46To produce the new textiles, Braungart and his team reduced the list
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47:46 - 47:48to only 36 substances.
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47:48 - 47:50All of them biodegradable.
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47:51 - 47:55We select ingredients that you could eat.
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47:55 - 47:58If you'd like, you could add them to your muesli.
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47:59 - 48:01In a society of wastefulness,
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48:01 - 48:03a short-life product creates a problem of waste.
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48:03 - 48:07If a society produces nutrients,
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48:07 - 48:10short-life products could turn into something new.
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48:11 - 48:15For the more radical critics of planned obsolescence,
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48:15 - 48:18it is not enough to reform processes,
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48:18 - 48:22they want to rethink our economy and our values.
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48:22 - 48:26It is a true revolution, a cultural revolution,
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48:26 - 48:30because it is a change of paradigm and mentality.
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48:30 - 48:34This revolution is called: Degrowth.
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48:34 - 48:37Serge Latouche travels from talk to talk explaining
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48:37 - 48:41how to abandon the Society of Growth once and for all.
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48:42 - 48:46The Degrowth is a provocative slogan
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48:46 - 48:52that tries to break up with the euphoric speech
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48:52 - 48:56about viable, infinite and sustainable growth.
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48:56 - 49:01It attempts to demonstrate the need for a change of logic.
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49:03 - 49:06The essence of Degrowth
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49:06 - 49:09can be summarized in one word: reduce.
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49:09 - 49:13Reducing our ecological footprint,
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49:13 - 49:16the over-production and the over-consumption.
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49:17 - 49:20To reduce the consumption and production,
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49:20 - 49:22we can release time
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49:22 - 49:26to develop other types of wealth
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49:26 - 49:30that have the advantage of not exhausting themselves with use,
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49:30 - 49:32like friendship or knowledge.
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49:58 - 50:03If happiness depends on the level of consumption,
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50:03 - 50:07we should be absolutely happy,
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50:07 - 50:12because we consume 26 times more than in Marx's time.
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50:12 - 50:13But polls show
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50:13 - 50:16that people are not 20 times happier,
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50:16 - 50:19because happiness is always subjective.
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50:23 - 50:28The Degrowth's critics fear that it will destroy the economy
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50:28 - 50:31and take us back to the Stone Age.
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50:33 - 50:36Returning to a sustainable society,
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50:36 - 50:40whose ecological footprint is not bigger than a planet,
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50:40 - 50:44does not mean going back to the Stone Age, but back to the 1960s,
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50:44 - 50:47considering the parameters of a country as France,
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50:47 - 50:50which, is not the Stone Age.
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50:53 - 50:58The society of Degrowth makes Gandhi's vision a reality:
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50:58 - 51:01"The World is big enough
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51:01 - 51:03for everyone's needs
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51:03 - 51:05but it is too small
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51:05 - 51:07for the greed of one man."
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51:33 - 51:38Marcos is installing the Russian freeware on his computer.
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51:42 - 51:47With the new program he can put the printer chip counter to zero.
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51:51 - 51:54The printer is unlocked immediately.
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52:07 - 52:09The end?
- Title:
- Cosima Dannoritzer - Comprar, tirar, comprar - documental
- Description:
-
"Comprar, tirar, comprar", es un documental de Cosima Dannoritzer sobre obsolescencia programada, es decir, la reducción deliberada de la vida de un producto para incrementar su consumo.
Cosima quería investigar y separar los hechos de la ficción de las varias leyendas urbanas que había oído como son: las bombillas eternas, los coches que funcionan sin gasolina, en donde la historia siempre terminaba con una conspiración, la desaparición del inventor o del aparato.
Es una coproducción de Article Z (Francia) y Media 3.14 (Barcelona), cofinanciada por varias televisiones: Arte (Francia), TVE y Televisió de Catalunya.Fue rodado en España, Francia, Alemania, Estados Unidos y Ghana (un país africano que se ha convertido en el vertedero de la 'basura electrónica' de Occidente). Comprar, tirar, comprar, hace un recorrido por la historia de una práctica empresarial que consiste en la reducción deliberada de la vida de un producto para incrementar su consumo porque, como ya publicaba en 1928 una influyente revista de publicidad norteamericana, "un artículo que no se desgasta es una tragedia para los negocios".
El documental es el resultado de tres años de investigación, hace uso de imágenes de archivo poco conocidas; aporta pruebas documentales y muestra las desastrosas consecuencias medioambientales que se derivan de esta práctica. También presenta diversos ejemplos del espíritu de resistencia que está creciendo entre los consumidores y recoge el análisis y la opinión de economistas, diseñadores e intelectuales que proponen vías alternativas para salvar economía y medio ambiente.
Cosima Dannoritzer es una realizadora y guionista alemana que ha trabajado para televisiones de Alemania, Reino Unido y España. Ha dirigido documentales como 'Si la basura pudiera hablar', un retrato de Barcelona a través de sus cubos de basura.
También ha dirigido para TVE la película 'Amnesia electrónica', en la que echa un vistazo a sus memorias personales, archivadas en formatos digitales que van cambiando, que amenazan la transferencia de esta información a las generaciones futuras.
Ver: http://encuentrosdigitales.rtve.es/2011/cosima_dannoritzer.html
- Video Language:
- Spanish
- Duration:
- 52:19
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Alex Escomu edited English subtitles for Cosima Dannoritzer - Comprar, tirar, comprar - documental | |
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Alex Escomu edited English subtitles for Cosima Dannoritzer - Comprar, tirar, comprar - documental | |
![]() |
Alex Escomu edited English subtitles for Cosima Dannoritzer - Comprar, tirar, comprar - documental | |
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Alex Escomu added a translation |