Monday, May 10, 2010
Introduction
College students seem to be powerless when it comes to dependency and reliability on the food industry and its negative impact on the environment. Most college do not have full time jobs or make very much money at the jobs they do have. Many times college students live in dormitories on campus or commute from home, so their food choices depend on the cafeteria, their family meals/food pantry or local delivery and take out restaurants. A college student’s limited budget may not be able to afford kitchen wares and groceries, and many students may not know how to cook meals on their own anyway. How can college students be empowered to lead more independent and sustainable lives with limited resources, e.g. money, transportation?
Do college students care if food is produced in an environmentally safe way and fair trade?
“According to Alloy's eighth annual College Explorer study, done in conjunction with Harris Interactive, a growing number of students-41%, up from 37% last year-are looking to spend their money on socially responsible brands” (Bush, 2008). The companies ranked highest for being socially responsible according to college students were Toyota, Yoplait, Target, Burt’s Bees, and Nike. These companies portrayed themselves as being “green” and socially responsible in ways that were visible to college students. “’That's not to say the students are more socially responsible themselves, but it is to say emphatically that today's college students would prefer to purchase from companies that are socially responsible,’" said Samantha Skey, exec VP-strategic marketing at Alloy” (Bush, 2008).
How do college students spend their money?
College student spending power has taken an increase from $237 billion in 2008 (Bush, 2008) to a projected $250 billion in 2010 (MediaWeek, 2010). Where is all of this money going?
In Du & Kamakura’s (2008) conducted a research study on household budget allocation and consumption priorities using the CEX family extracts made available by the National Bureau of Economic Research (NBER) (66,368 households from ’82-’03). “On average, food and clothing took a smaller portion of the household budget over the years, whereas health insurance took a larger share. Although the incidence rate of tobacco usage decreased during the 22- year period, tobacco consumption took an increasing portion of the budget among those who still smoke. The portion of the budget allocated to motor and home fuel decreased substantially in the 1980s but seems to have increased in the last few years” (Du & Kamakura, 2008, p. 115).
According to the US Bureau of Labor Statistics (2008), for persons under the age of 25 years of age in 2008, spending on food totaled $4,447 with $2,117 of food being consumed out of the home. Housing totaled $9,975; utilities, fuel and repairs totaled $1,875; $1,351 was spent on clothing and services; and transportation totaled $5,464. These numbers are listed in their “Age of reference person: Average annual expenditures and characteristics, Consumer Expenditure Survey, 2008 (Table 3).”
In Du & Kamakura’s (2008) conducted a research study on household budget allocation and consumption priorities using the CEX family extracts made available by the National Bureau of Economic Research (NBER) (66,368 households from ’82-’03). “On average, food and clothing took a smaller portion of the household budget over the years, whereas health insurance took a larger share. Although the incidence rate of tobacco usage decreased during the 22- year period, tobacco consumption took an increasing portion of the budget among those who still smoke. The portion of the budget allocated to motor and home fuel decreased substantially in the 1980s but seems to have increased in the last few years” (Du & Kamakura, 2008, p. 115).
According to the US Bureau of Labor Statistics (2008), for persons under the age of 25 years of age in 2008, spending on food totaled $4,447 with $2,117 of food being consumed out of the home. Housing totaled $9,975; utilities, fuel and repairs totaled $1,875; $1,351 was spent on clothing and services; and transportation totaled $5,464. These numbers are listed in their “Age of reference person: Average annual expenditures and characteristics, Consumer Expenditure Survey, 2008 (Table 3).”
How can college students get food that was produced in an environmentally safe way and fair trade?
Again, college students have limited resources, especially when it comes to money. So how do can college students buy organic and fair trade products when they cost so much more than products that are not?
For on-campus diners who eat their meals primarily in the cafeteria, students can organize to convince the cafeteria management to purchase better food that is eco-friendly and fair trade. Students can request specific food changes such as having more locally grown food, cage free eggs, organic produce, etc. If enough students want it, perhaps the dining hall will see the cost benefits.
If the cafeteria management does not respond to student requests, personal food choices can help make a difference individually. Discovery created a Planet Green website for college students and shares ideas for students to make more eco-friendly personal choices in the college cafeteria. For example, they suggest not using trays to cut back on extra food waste and water usage to clean the trays. The Planet Green website reported that a study by the Seminar in Environmental Issues class at American University found that “students that did not have cafeteria trays in the lunchroom wasted 14.4% less food than those that did, and a remarkable 47.1% less at dinner.” Exotic foods like bananas, coffee and tea are all tropically grown, and they cost a lot to transport to other areas of the world. The meat and dairy industry produces food items that should be avoided as much as possible because “livestock production accounts for 55 percent of the erosion process, 37 percent of pesticides applied, 50 percent of antibiotics consumed, and a third of total discharged nitrogen and phosphorus into surface water” (Discovery, Planet Green).
If college students can find the space and enough interest, community gardens are an option for producing food that is local and organic. Students can work on this project together creating community and food products that are healthy.
For students living off campus who don’t necessarily eat at the campus dining hall (as not all colleges have dining halls), farmer’s markets are the best place to find food grown locally. This also allows the consumer to know exactly who grows their food and how it is grown.
For on-campus diners who eat their meals primarily in the cafeteria, students can organize to convince the cafeteria management to purchase better food that is eco-friendly and fair trade. Students can request specific food changes such as having more locally grown food, cage free eggs, organic produce, etc. If enough students want it, perhaps the dining hall will see the cost benefits.
If the cafeteria management does not respond to student requests, personal food choices can help make a difference individually. Discovery created a Planet Green website for college students and shares ideas for students to make more eco-friendly personal choices in the college cafeteria. For example, they suggest not using trays to cut back on extra food waste and water usage to clean the trays. The Planet Green website reported that a study by the Seminar in Environmental Issues class at American University found that “students that did not have cafeteria trays in the lunchroom wasted 14.4% less food than those that did, and a remarkable 47.1% less at dinner.” Exotic foods like bananas, coffee and tea are all tropically grown, and they cost a lot to transport to other areas of the world. The meat and dairy industry produces food items that should be avoided as much as possible because “livestock production accounts for 55 percent of the erosion process, 37 percent of pesticides applied, 50 percent of antibiotics consumed, and a third of total discharged nitrogen and phosphorus into surface water” (Discovery, Planet Green).
If college students can find the space and enough interest, community gardens are an option for producing food that is local and organic. Students can work on this project together creating community and food products that are healthy.
For students living off campus who don’t necessarily eat at the campus dining hall (as not all colleges have dining halls), farmer’s markets are the best place to find food grown locally. This also allows the consumer to know exactly who grows their food and how it is grown.
Does power = money?
Corporations are funded by consumers who buy their products, and corporations want to provide products that the consumer wants. If more people buy organic and locally grown foods, perhaps the corporation will make produce better products. This can be very empowering to consumers who want to make a difference with the products they buy.
In 2010, the Supreme Court decided that corporations can fund federal candidate campaigns. In turn, if the candidate wins the election, there is a likelihood that the new politician will create laws to protect the corporation who helped elect him/her with financing the campaign. This makes it even more important for voters to know the candidates, who supports them, and what policies they will support while they are in office.
In 2010, the Supreme Court decided that corporations can fund federal candidate campaigns. In turn, if the candidate wins the election, there is a likelihood that the new politician will create laws to protect the corporation who helped elect him/her with financing the campaign. This makes it even more important for voters to know the candidates, who supports them, and what policies they will support while they are in office.
Conclusions
All consumers, not just college students, can vote with their money by what products they spend it on. Perhaps if enough people were to only buy fair trade and organic products that more corporations would spend their money to make better products available to consumers.
There is something to be said about the power of the individual for this specific issue. One person may not make a lot of difference, but if that one person inspires more people, perhaps things will be more likely to change. The power of groups is what can make an impact on the food industry, but within those groups of people there need to be strong individuals. Listed above there are many suggestions about what individuals and groups of individuals can do together.
There is something to be said about the power of the individual for this specific issue. One person may not make a lot of difference, but if that one person inspires more people, perhaps things will be more likely to change. The power of groups is what can make an impact on the food industry, but within those groups of people there need to be strong individuals. Listed above there are many suggestions about what individuals and groups of individuals can do together.
References
Bush, M. (2008). “Students rank social responsibility.” Advertising Age: 79. http://ezproxy.hamline.edu:2374/ehost/detail?vid=2&hid=110&sid=694019e3-75de-40b3-998c- 89879658deea%40sessionmgr111&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=ufh&AN=33538 656
Du, R. & Kamakura, W. (2008). “Where did all that money go? Understanding how consumers allocate their consumption budget.” Journal of Marketing: 72. http://ezproxy.hamline.edu:2374/ehost/pdfviewer/pdfviewer?vid=4&hid=110&sid=a6b42b4a- 664c-49ee-8317-dad3d94171ba%40sessionmgr110
MediaWeek. “The campus connection.” Media Week: 20. http://ezproxy.hamline.edu:2374/ehost/detail?vid=2&hid=110&sid=a067351d-9598-4c38-b81a- 64b97d972fd4%40sessionmgr113&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=ufh&AN=48 191416#db=ufh&AN=48191416
Planet Green, Discovery: http://planetgreen.discovery.com/feature/back-to-school-green/college- students-professors.html
US Bureau of Labor Statistics: Age of reference person: Average annual expenditures and characteristics, Consumer Expenditure Survey, 2008 (Table 3).” http://www.bls.gov/cex/
Du, R. & Kamakura, W. (2008). “Where did all that money go? Understanding how consumers allocate their consumption budget.” Journal of Marketing: 72. http://ezproxy.hamline.edu:2374/ehost/pdfviewer/pdfviewer?vid=4&hid=110&sid=a6b42b4a- 664c-49ee-8317-dad3d94171ba%40sessionmgr110
MediaWeek. “The campus connection.” Media Week: 20. http://ezproxy.hamline.edu:2374/ehost/detail?vid=2&hid=110&sid=a067351d-9598-4c38-b81a- 64b97d972fd4%40sessionmgr113&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=ufh&AN=48 191416#db=ufh&AN=48191416
Planet Green, Discovery: http://planetgreen.discovery.com/feature/back-to-school-green/college- students-professors.html
US Bureau of Labor Statistics: Age of reference person: Average annual expenditures and characteristics, Consumer Expenditure Survey, 2008 (Table 3).” http://www.bls.gov/cex/
Monday, April 26, 2010
Images
Something very memorable about this GM Reinvention commercial is all of the images that cross the screen. Taking a look at this commercial without sound, the images don't seem to have very much in common at first glance. Here is the list of images that the video shows in order:
US cities, plants sprouting, American workers, runner with a prosthetic leg, cars at an intersection with lots of smoke, a lot full of cars, hockey players, football players, a torn American flag blowing in the wind, statue of a fist, Habitat for Humanity group, sunlight through trees, car brand logos, horses running, wind turbine, solar panel, gas gauge, plug in for car, car with dog, sports crowd, astronauts, dropping bricks into the back of a truck, unveiling a car on the beach, cars on the road
Though the images seem somewhat unrelated, there are three identifiable themes in these images: working people (especially men), Americana (sports teams, flag, Muhammed Ali, etc.) and cars. With these themes in mind, this commercial seems to be targeting male American auto-buyers.
US cities, plants sprouting, American workers, runner with a prosthetic leg, cars at an intersection with lots of smoke, a lot full of cars, hockey players, football players, a torn American flag blowing in the wind, statue of a fist, Habitat for Humanity group, sunlight through trees, car brand logos, horses running, wind turbine, solar panel, gas gauge, plug in for car, car with dog, sports crowd, astronauts, dropping bricks into the back of a truck, unveiling a car on the beach, cars on the road
Though the images seem somewhat unrelated, there are three identifiable themes in these images: working people (especially men), Americana (sports teams, flag, Muhammed Ali, etc.) and cars. With these themes in mind, this commercial seems to be targeting male American auto-buyers.
US population representation
In this advertisement, there are several kinds of people: blue and white colored workers, football players, hockey players, baseball players, sports fans, astronauts, Muhammed Ali, and a man driving a GM vehicle. There are close ups of African American and European American people, but there are no Asian American, Latino American or Middle Eastern American people represented. European American men were still more present in the commercial than any other gender or ethnic group.
The close ups of people in the advertisement are of European American men and African American men. No women are represented in a close up shot. Towards the end of the commercial, the hound in the car even gets a close up, but no woman is spotlighted in her profession or in one of the GM cars or trucks. The only women that can be seen are in the sea of faces of people getting off the subway and walking down a busy street.
The close ups of people in the advertisement are of European American men and African American men. No women are represented in a close up shot. Towards the end of the commercial, the hound in the car even gets a close up, but no woman is spotlighted in her profession or in one of the GM cars or trucks. The only women that can be seen are in the sea of faces of people getting off the subway and walking down a busy street.
Information
The narrated portion of the commercial is informative of the REINVENTION campaign.
“Let’s be completely honest: no company wants to go through this. But we’re not witnessing the end of the American car. We’re witnessing the rebirth of the American car. General Motors needs to start over in order to get stronger.”
The conversational tone that starts this commercial creates a more personal ambiance that viewers may be more likely to listen to because it isn't preaching or pointing out a flaw the viewer may have. Instead it acknowledges that there are going to be growing pains as GM leads the way to something new. The word "rebirth" emphasizes innovation and a future oriented view.
“There was a time when eight different brands made sense. Not anymore. There was a time when our cost structure could compete worldwide. Not anymore. Reinvention is the only way we can fix this- and fix it we will.”
Here, GM admits that their old ways are just that- old. The repetition of "not anymore," is oddly reminiscent of Poe's "The Raven" and its "nevermore, nevermore." It's poetic and also informative that GM has identified (a couple) of its own flaws. While beginning an ad with limitations of what the ad is selling may not be the most positive strategy, the ad continues with, again, looking toward the future and a solution.
“So here’s what the new GM is going to be: Fewer stronger brands; fewer stronger models; greater efficiencies; better fuel economy; and new technologies.”
While there are no real specifics mentioned, this is still an informative presentation of the changes that GM is declaring that its making. This is empowering to technology and creating a logical appeal for the audience.
“Leaner, greener, faster, smarter. This is not about going out of business; this is about getting down to business.”
GM is establishing the ideal car: eco-friendly and attractive. This ideal combination is what the company is rebuilding their vehicles with.
“Because the only chapter we’re focused on is chapter one.”
GM claims they are starting over and leaving their old baggage behind. Chapter one is their fresh start.
“Let’s be completely honest: no company wants to go through this. But we’re not witnessing the end of the American car. We’re witnessing the rebirth of the American car. General Motors needs to start over in order to get stronger.”
The conversational tone that starts this commercial creates a more personal ambiance that viewers may be more likely to listen to because it isn't preaching or pointing out a flaw the viewer may have. Instead it acknowledges that there are going to be growing pains as GM leads the way to something new. The word "rebirth" emphasizes innovation and a future oriented view.
“There was a time when eight different brands made sense. Not anymore. There was a time when our cost structure could compete worldwide. Not anymore. Reinvention is the only way we can fix this- and fix it we will.”
Here, GM admits that their old ways are just that- old. The repetition of "not anymore," is oddly reminiscent of Poe's "The Raven" and its "nevermore, nevermore." It's poetic and also informative that GM has identified (a couple) of its own flaws. While beginning an ad with limitations of what the ad is selling may not be the most positive strategy, the ad continues with, again, looking toward the future and a solution.
“So here’s what the new GM is going to be: Fewer stronger brands; fewer stronger models; greater efficiencies; better fuel economy; and new technologies.”
While there are no real specifics mentioned, this is still an informative presentation of the changes that GM is declaring that its making. This is empowering to technology and creating a logical appeal for the audience.
“Leaner, greener, faster, smarter. This is not about going out of business; this is about getting down to business.”
GM is establishing the ideal car: eco-friendly and attractive. This ideal combination is what the company is rebuilding their vehicles with.
“Because the only chapter we’re focused on is chapter one.”
GM claims they are starting over and leaving their old baggage behind. Chapter one is their fresh start.
Reinvention
Most of this commercial is images with a narrator. The only written pieces of the commercial include:
HYBRID (on a car), REINVENTION / GMREINVENTION.COM
Currently, hybrid cars are the new "it" technology for consumers as they are viewed as more energy efficient and "eco-friendly" than non-electric/non-hydrogen, combustion vehicles. This is intended to create a "green" perception of GM in the mind's of the commercial viewers.
The all capital lettered, bolded REINVENTION is GM's new campaign, and it is only shown at the end of the commercial. With little else to read, perhaps the word was intended to be more recognizable to commercial viewers to associate with GM automobiles.
HYBRID (on a car), REINVENTION / GMREINVENTION.COM
Currently, hybrid cars are the new "it" technology for consumers as they are viewed as more energy efficient and "eco-friendly" than non-electric/non-hydrogen, combustion vehicles. This is intended to create a "green" perception of GM in the mind's of the commercial viewers.
The all capital lettered, bolded REINVENTION is GM's new campaign, and it is only shown at the end of the commercial. With little else to read, perhaps the word was intended to be more recognizable to commercial viewers to associate with GM automobiles.
Establishing GM as part of the American dream
The overall message of this video: GM trucks and cars are part of the American way of life, and they intend to keep it that way. GM establishes this through the patriotic symbols and images of the working American intertwined with flashy visions of GM cars and trucks. With the admission that they need to try new things and better serve the American people, they are focusing on the future of the company for the good of the American people.
Monday, March 22, 2010
Environmental Conflict Article
Link to the article for the analysis below:
Home solar idea not a hard cell
Home solar idea not a hard cell
Hydrogen power car - not a chance?
Article:
The New Zealand Herald
March 17, 2010 Wednesday
Home solar idea not a hard cell
Coming not so soon and probably not to a house near you is the home solar hydrogen refuelling station - Honda's latest idea in its drive to make hydrogen the fuel of choice for zero-emission cars.
---------------------------
Analysis:
The title of this article, "Home solar idea not a hard cell," gives the impression that this article is about some sort of renewable energy that is not going to work. In a time when the world is looking to finding renewable resources, solar energy could be one of those ways. However, the play on words with the "hard cell," or hard sell, suggests this may not be a practical or plausible implementation of solar energy. This article was found in the Motorist section of the newspaper, so the implementation will likely be in or for a car. Right away the title has a negative influence on the rest of the article.
In the first paragraph, there is continued negativity about the technology because it will not be ready soon. This puts focus for the article on the product being too futuristic for car buyers looking for a petrol-free solution.
There is a picture at the top of the article of the new Honda 15 FCX Clarity. The car is photographed driving on a road next to green hills covered in trees, an image to emphasize the ecological value of the car no doubt. Part of the background is blurred, so the car is being marketed as a fast car too. This is the only picture, and there are no diagrams of the solar panel design or how the car works.
Where is the evidence and research?
Continuation of the article:
The Japanese carmaker believes hydrogen fuel-cell vehicles offer the best long-term alternative to fossil fuels, and the US arm of the company is showing a refuelling breakthrough that it says points to a home version down the road.
Among the world's carmakers, Honda is widely seen as the hydrogen leader, tempted by the idea of a car that uses no petrol and emits only water vapour. Others like General Motors put more effort into battery-powered electric vehicles such as the upcoming Chevrolet Volt.
One of the big barriers to hydrogen car deployment is the lack of refuelling infrastructure, leading Honda to bet that the future lies in combining a public station network with a more modest home option.
-------------------------
Analysis:
After the first four paragraphs, there isn’t a quote in sight. These paragraphs do set the stage for what is happening in the field of renewable resource-based cars, but there is a lack of source evidence.
It seems like the journalist here has not done enough research on renewable resource-based cars and their affect on global climate change. The lack of refueling infrastructure is truly a con. The car only emits water vapor, as stated above, but water vapor is also a greenhouse gas. There is no mention of that fact within that paragraph where it would be important. It is unclear whether the author was unaware of this fact, omitted it for belief of common knowledge in readers, or if this drawback was not deemed significant enough.
The Japanese carmaker believes hydrogen fuel-cell vehicles offer the best long-term alternative to fossil fuels, and the US arm of the company is showing a refuelling breakthrough that it says points to a home version down the road.
Among the world's carmakers, Honda is widely seen as the hydrogen leader, tempted by the idea of a car that uses no petrol and emits only water vapour. Others like General Motors put more effort into battery-powered electric vehicles such as the upcoming Chevrolet Volt.
One of the big barriers to hydrogen car deployment is the lack of refuelling infrastructure, leading Honda to bet that the future lies in combining a public station network with a more modest home option.
-------------------------
Analysis:
After the first four paragraphs, there isn’t a quote in sight. These paragraphs do set the stage for what is happening in the field of renewable resource-based cars, but there is a lack of source evidence.
It seems like the journalist here has not done enough research on renewable resource-based cars and their affect on global climate change. The lack of refueling infrastructure is truly a con. The car only emits water vapor, as stated above, but water vapor is also a greenhouse gas. There is no mention of that fact within that paragraph where it would be important. It is unclear whether the author was unaware of this fact, omitted it for belief of common knowledge in readers, or if this drawback was not deemed significant enough.
Biased source
Continuation of the article:
Honda's home option will comprise a solar-powered hydrogen refuelling station using solar panels.
"Customers can choose how they interact with both of them based on their annual miles and their habits," said Stephen Ellis, fuel cell manager at the Honda's North American headquarters in Torrance, California.
"The key thing to remember is that with five-minute refuelling you are good for another 240 miles," Ellis added.
---------------------------
Analysis:
Finally, here is a quote, but the source is not necessarily an un-biased, scientific expert on petrol-free cars. As stated above, Stephen Ellis works for Honda. It is important and legitimate to have a quote from someone in Ellis’ position to be interviewed about the product, but there should be more opposing viewpoints by this section in the article.
Honda's home option will comprise a solar-powered hydrogen refuelling station using solar panels.
"Customers can choose how they interact with both of them based on their annual miles and their habits," said Stephen Ellis, fuel cell manager at the Honda's North American headquarters in Torrance, California.
"The key thing to remember is that with five-minute refuelling you are good for another 240 miles," Ellis added.
---------------------------
Analysis:
Finally, here is a quote, but the source is not necessarily an un-biased, scientific expert on petrol-free cars. As stated above, Stephen Ellis works for Honda. It is important and legitimate to have a quote from someone in Ellis’ position to be interviewed about the product, but there should be more opposing viewpoints by this section in the article.
(No) Equal representation
Continuation of the article:
That range comes from the "fast-fill" public station, of which there are just a handful in Southern California, where Honda leases 15 FCX Clarity hydrogen-powered vehicles and is set to distribute more in coming months.
Eight hours of home solar refuelling would guarantee a smaller range of 50km or about 16,000km a year - enough for an average commuting car.
At the Los Angeles research and development centre, engineers refuelled the sleek FCX Clarity sedan with a new single-unit station connected to a solar array that replaces a two-unit system, cutting costs and improving efficiency by 25 per cent.
"This is wonderful progress, the biggest progress," said chief engineer Ikuya Yamashita.
-------------------
Analysis:
Here is another quote, but again, it’s from the Honda chief engineer. In the entire article, these are the only two sources, and they both work for Honda. There is a lack of representation of any other side of the issue. The journalist is coming across with a negative bias of this product, but there is no source evidence to support that viewpoint.
That range comes from the "fast-fill" public station, of which there are just a handful in Southern California, where Honda leases 15 FCX Clarity hydrogen-powered vehicles and is set to distribute more in coming months.
Eight hours of home solar refuelling would guarantee a smaller range of 50km or about 16,000km a year - enough for an average commuting car.
At the Los Angeles research and development centre, engineers refuelled the sleek FCX Clarity sedan with a new single-unit station connected to a solar array that replaces a two-unit system, cutting costs and improving efficiency by 25 per cent.
"This is wonderful progress, the biggest progress," said chief engineer Ikuya Yamashita.
-------------------
Analysis:
Here is another quote, but again, it’s from the Honda chief engineer. In the entire article, these are the only two sources, and they both work for Honda. There is a lack of representation of any other side of the issue. The journalist is coming across with a negative bias of this product, but there is no source evidence to support that viewpoint.
Questions unanswered
Continuation of the article:
The station uses a 6kW solar array, composed of 48 panels and thin film solar cells developed by a Honda subsidiary. It breaks down the water into hydrogen in what Honda calls a "virtually carbon-free energy cycle".
The FCX Clarity's hydrogen "stack" - or the electricity generator - is around the size of an attache case, tucked between the two front seats, and is a fifth of the stack size developed a decade ago.
The car is likely to be sold commercially around 2018 in the luxury large sedan category, while the solar hydrogen refuelling system could move beyond the research stage and into the market-ready phase around 2015. "A lot of this work is not necessarily for today's economic situation," said Ellis. "This is for tomorrow, when most people feel energy prices will be higher."
--------------------------
Analysis:
There is only one paragraph about how the hydrogen and solar cell actually work, and it’s too simply stated. There needs to be much more information about that here. Understandably, Honda would probably like to protect the product it’s making, so not many details can probably be released as of yet. The mention of the “virtually carbon-free energy cycle” does raise questions as to what carbon could still be part of the cycle, and that would have been beneficial to address.
The journalist has a lot of feedback about the solar cell refueling system, but there is no comment about the hydrogen aspect. The science behind hydrogen cars is quite unstable right now due to the nature of the element. After all, hydrogen is also the main component in atomic bombs. My question would be, what happens in the event of a car accident? Is there a mini H-bomb on the road? How is the company undertaking that risk? This article is too short to discuss all that needs to be discussed with this new technology and product.
The station uses a 6kW solar array, composed of 48 panels and thin film solar cells developed by a Honda subsidiary. It breaks down the water into hydrogen in what Honda calls a "virtually carbon-free energy cycle".
The FCX Clarity's hydrogen "stack" - or the electricity generator - is around the size of an attache case, tucked between the two front seats, and is a fifth of the stack size developed a decade ago.
The car is likely to be sold commercially around 2018 in the luxury large sedan category, while the solar hydrogen refuelling system could move beyond the research stage and into the market-ready phase around 2015. "A lot of this work is not necessarily for today's economic situation," said Ellis. "This is for tomorrow, when most people feel energy prices will be higher."
--------------------------
Analysis:
There is only one paragraph about how the hydrogen and solar cell actually work, and it’s too simply stated. There needs to be much more information about that here. Understandably, Honda would probably like to protect the product it’s making, so not many details can probably be released as of yet. The mention of the “virtually carbon-free energy cycle” does raise questions as to what carbon could still be part of the cycle, and that would have been beneficial to address.
The journalist has a lot of feedback about the solar cell refueling system, but there is no comment about the hydrogen aspect. The science behind hydrogen cars is quite unstable right now due to the nature of the element. After all, hydrogen is also the main component in atomic bombs. My question would be, what happens in the event of a car accident? Is there a mini H-bomb on the road? How is the company undertaking that risk? This article is too short to discuss all that needs to be discussed with this new technology and product.
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