Sin t

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Social Perception of the industrial pollution
at local scale. The case of Jáuregui in the
Metropolitan Area of Buenos Aires city in
Argentina.
MARÍA CRISTINA LUCHETTI . National University
of Luján, Argentina. E - mail
luchetti_at_mail.unlu.edu.ar
OBJECTIVE To contribute by
theoretical, methodological and empirical
elements to the interpretation and environmental

management of social perception on contamination
process at local scale.
RESEARCH PROBLEM
STUDY AREA
In 1969 a small leather tannery was built
adjacent to the village, which was later bought
by an Italian investment group in 1994. This
group increased its productive capacity and
generated pollution to the local environment,
including groundwater, air and the Luján river,
with heavy metals and organic matter.
The apparent indifference or ignorance of the
major part of Jaureguis inhabitants on the
process of industrial contamination which affects
them.
PROBLEMATIC BASIS
Jauregui (4000 inhabitants), founded in 1910 and
situated in the expansion border of the
Metropolitan Area of Buenos Aires city. The Lujan
river, typical river of plain, crosses the smooth
hills of the Argentina pampas region, and it
constitutes the axis of the natural configuration
of the zone.
THEORICAL CONTEXT
_at_ RESEARCH METHOD
R E S E A R C H S P A C E S
PERCEIVED Pollution of local environment
(Groundwater, air and the Lujan river) 1
Analysis and selection of indicators. 2
Descriptive Statistics. Quantitative Map.
Comprises the space, which is a substantial
element of environmental problems
I N T E G R A T E D
Qualitative 1
Social Spatiality
It is intended to demonstrate that the
inhabitants rationality about pollution
(perceived space) is mediated by attitudes and
beliefs of inhabitants (space lived) and
conceptual images projected by actors of power
in the agora of mass media. (conceived space)
Complex Systems
CONCEIVED Conceptual images projected by
actors of power(Entities of resistance,
-NGOs- , governmental organs, labor unions and
industries) 1Contents Analysis of the news 2
Discourses Analysis of conceptual images.

This approach explores how the environment works
IN
Social building of the reality
LIVED Inhabitants consolidated models of
representation (Includes attitudes and
beliefs Opinions were also considered) 1 Survey.
Descriptive Statistics. 2 Interview.
Identification of beliefs and attitudes,and
then building models of representation.
Quantitative 2
Includes the approach to social perception of
researched environmental problem
DIAGRAM OF MAIN CONCLUSIONS
Customary They are accustomed to pollution and
then they dont perceive it.
Integrated They are conscious about pollution,
its uncertainties and its future meanings.
INHABITANTS CONSOLIDATED MODELS
OF REPRESENTATION
CONCEPTUAL IMAGES OF ACTORS OF POWER ()
VALUES
MORE INFO
MORE INFO
Integrated
Entities of Ecological Resistance
Environment
Technological
Lujan Town
Spreading of studies about the deterioration
of the environment
Stereotyped They are ignore to the research
problem, because they have stereotypes about
pollution.
Thecnological They think that technology solves
all the problems and then they are indifferent
to pollution.
Stereotyped
Leather Tannery
CONCEPTUAL IMAGES
Work
Customary
Leather Labor Union
REFERENCES
POTENTIALITIES OF THE ENVIRONMENTAL MANAGEMENT
OF THE POLLUTION PROBLEM
OBSTACLES TO THE ENVIRONMENTAL
MANAGEMENT OF THE POLLUTION PROBLEM
() THE MASS MEDIA HAS BEEN NOT ONLY
A POTENTIALITY BUT ALSO AND OBSTACLE FOR
ENVIRONMENTAL MANAGEMENT
IT APPEARS IN THE DISCOURSE AND, TO A LESSER
EXTENT, IN ACTIONS
Most of the inhabitants consolidated models of
representation and the conceptual images
projected by the actors of power about industrial
pollution, are obstacles to its environmental
management, because they legitimize one
rationality that undermines the basis of local
and regional development. The attitudes and
beliefs of inhabitants integrated model and
the work of Entities of Ecological Resistance
provide potentialities for environmental
education and planning.