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Critical Essay on Charles Burress Article I chose to critique an article that introduces Measure O, which will show up on the upcoming voting ballot. Measure O, to be fair trade, organic, or shade-grown. The author, Charles Burress, introduces the controversial issue with evidence of those for and against the measure. However, he does if passed, would require all cups of coffee sold in Berkeley not provide the readers with information about the ecological and societal effects of the status quo for those who are not familiar with the present situation regarding the coffee industry.
Burress hooks the intended audience, the voting population of Berkeley, by stating a drastic effect of voting for either side. He explains that those voting for O would put a Starbucks barista behind bars; those voting against it would starve the child of a peasant coffee farmer. Voters are told, the author says, that if passed, the measure would deprive consumers of their freedom of choice. This is a fact.
Following this valid statement, however, was one which was influenced by the authors opinion. He says, Not supporting [measure O] is equated to destroying the rain forest. This statement is biased. The author would not bring up this point -- his point -- if he did not support measure O, as it is not used as evidence of another's point of view; rather, it is his own statement obviously leaning towards the opinion of one side.
It is obvious to the readers that Burress outlines the opinions of those on both sides of the issue. In his article, he introduces the opinions of some people or organizations who are in the public eye. For some, he simply lists whether the person or group is for or against O. For others, he includes quotes and / or summaries of what they have said to further support their views. There is one exception to the opinions that were expected to be expressed by those mentioned in the article (the typical opinion of being for or against the measure). This exception is Mark Inman, roast master at Taylor Maid Farms, a Sonoma county supplier of organic coffee and tea.
He labeled the measure short-sighted and desperate; instead, hes in favor of educating consumers on how to increase the demand for fair-trade, shade-grown, and organic coffees. Burress explains how the author of measure O, Rick Young, was inspired to write it and collect nearly 3, 000 signatures after seeing a political ad. The author also says how the organization that made the ad -- Equal Exchange, a worker-run importer of fair-trade coffee -- has not endorsed measure O. This goes to show the enormous influence the media have on the values we form, our images of society, our desires for ourselves, and our relationships with others (Andersen, 75).
This measure will soon be on the ballot as a result of an a political ad that was publicized by the media. It influenced Young to create his image of society regarding the coffee industry and gave him the desire to do something about it -- and he did. The article did not explain the effects that the passing of this measure would have on society. Burress quoted Equal Exchange in saying that they supported Youngs proposal, saying that the media coverage has indirectly educated millions across America about the severe social and ecological costs of the status quo. But, how? What were the social and ecological effects?
Opponents of O, explained Burress, note that theres not enough demand to buy all the fair-trade coffee that is presently being produced by the 300 certified fair-trade farmers co-ops in the world. Youngs rebuts this by saying that Measure O will help increase the demand. Burress explained the benefit of selling fair-trade coffee, this being that it requires farmers to be paid at least $ 1. 26 per pound, compared to the world price that is close to the average 43 cents per pound farmers received last month. Burress did not explain, however, the benefits that selling shade-grown or organic coffee would create. There was a hidden assumption that the readers would understand the effects that these two types of coffees would have on the industry and therefore on society. In his article, Burress explained the points that have been brought up by those on both sides of this controversy, as well as an additional view that the measure is desperate.
He left out, however, how society is currently affected by the coffee industry, and how it will be affected if measure O passes. From a sociological point of view, there is an aspect missing from this article. There is no commentary on how social and economical factors have affected the industry in the past, nor how the industry will continue to play a role in society. Society is a system of interrelated functions and parts that work together to create the whole (Andersen 16).
Nothing exists without causes and effects. Bibliography: Burress, Charles Measure O, San Francisco Chronicle, Sep 2001 Andersen, John Berkeley voters, Free vote, Oct 2001
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Research essay sample on Critical On Charles Burress Article
