Sierra Club Counter Culture

Along with industrialization and society’s move forward, massive technological power and domination of land and natural resources continued well into the 20th century. Fears concerning modernization still troubled conservationists despite New Deal ecological policies and programs. Many felt they only placated farmers concerned for their land and prevention of soil erosion and held there needed to be more environmental reform. However, not all in government shared Roosevelt and New Deal supporters’ preservation philosophy for places and spaces in America. In the 1950s and 1960s, several engineering projects quickly came about with no forethought impacts to the environment or humankind. Those that expressed discontent shifted rhetoric from preservation of and protection for land and nature to advocate for
Photo stories serve a unique purpose by exposing the audience to people and places through a visual experience of glossy photographs published on quality paper and bound for consumption. Due to the heavy price tag for many of these materials, the Sierra Club and National Geographic Society eventually published less expensive versions that appealed to a wider, less affluent and younger audience. This was also an opportunity to expand their base, particularly to the youth movement and counterculture. Purchase of their books, calendars, posters and visually appealing magazines provided Americans a way to passively show support for conservation reform. Both the Sierra Club and National Geographic Society’s approach to target affluent Americans and counter culture concerned for nature and wildlife continues today. To some, it was and continues to be a political manifesto that embraces an ecological consciousness for people, places and spaces and the betterment of