Television Production Quotes

Oh look, yet another Christmas TV special! How touching to have the meaning of Christmas brought to us by cola, fast food, and beer.... Who'd have ever guessed that product consumption, popular entertainment, and spirituality would mix so harmoniously?

The only rule that ever made sense to me I learned from a history, not an economics, professor at Wharton. "Fear," he used to say, "fear is the most valuable commodity in the universe." That blew me away. "Turn on the TV," he'd say. "What are you seeing? People selling their products? No. People selling the fear of you having to live without their products." Fuckin' A, was he right. Fear of aging, fear of loneliness, fear of poverty, fear of failure. Fear is the most basic emotion we have. Fear is primal. Fear sells.

The television commercial is not at all about the character of products to be consumed. It is about the character of the consumers of products.

We're consumers. We are by-products of a lifestyle obsession. Murder, crime, poverty, these things don't concern me. What concerns me are celebrity magazines, television with 500 channels, some guy's name on my underwear. Rogaine, Viagra, Olestra...

Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.

The Web, the great time-killer that had replaced conspicuously passive television with its seductive illusion of productivity.

Television screens saturated with commercials promote the utopian and childish idea that all problems have fast, simple, and technological solutions. You must banish from your mind the naive but commonplace notion that commercials are about products. They are about products in the same sense that the story of Jonah is about the anatomy of whales.

Fear is the most valuable commodity in the universe...Turn on the TV...What are you seeing? People selling their products? No. People selling the fear of you having to live without their products.

Dharma Bums refusing to subscribe to the general demand that they consume production and therefore have to work for the privilege of consuming, all that cramp they didn't really want anyway such as refrigerators, TV sets, cars, at least new fancy cars, certain hair oils and deodorants and general junk you finally always see a week later in the garbage anyway, all of them imprisoned in a system of work, produce, consume, work, produce, consume...

If you understand that a wasted time is a wasted life, you will start running away from television, you will begin to run away from movies, you will run away from games like criminal case and candy crush.

Be very careful of what you allow to infiltrate your consciousness and subconsciousness. When you watch too much television, you'll start to feel inferior from all the commercials hard selling the idea that you're not complete unless you buy their product [...] The ad agencies appeal to your fear of not being wanted or loved. It's the same with the local news. They get you to stay tuned with a constant stream of fear tactics [...] It's as if our culture is addicted to fear and the flat screen is our drug dealer. Don't allow that crap into your head!

Too much and too long, we seem to have surrendered community excellence and community values in the mere accumulation of material things. Our gross national product...if we should judge the United States of America by that - counts air pollution and cigarette advertising, and ambulances to clear our highways of carnage. It counts special locks for our doors and the jails for those who break them. It counts the destruction of our redwoods and the loss of our natural wonder in chaotic sprawl. It counts napalm and the cost of a nuclear warhead, and armored cars for police who fight riots in our streets. It counts Whitman's rifle and Speck's knife, and the television programs which glorify violence in order to sell toys to our children. Yet the gross national product does not allow for the health of our children, the quality of their education, or the joy of their play. It does not include the beauty of our poetry or the strength of our marriages; the intelligence of our public debate or the integrity of our public officials. It measures neither our wit nor our courage; neither our wisdom nor our learning; neither our compassion nor our devotion to our country; it measures everything, in short, except that which makes life worthwhile. And it tells us everything about America except why we are proud that we are Americans.

It can be really painful to have to face how fucked up shit is and how scared people are…of being alive. Scared of things that are amazing. Scared of things that aren’t like television or aren’t dead. A lot of people can’t deal with three-dimensional human beings, they only know how to deal with other products — they see themselves as other products. When the world only treats you like a dot on a marketing scheme, you can learn to treat yourself and other people like that.

From Jess: FANG. I've commented your blog with my questions for THREE YEARS. You answer other people's STUPID questions but not MINE. YOU REALLY ASKED FOR IT, BUDDY. I'm just gonna comment with this until you answer at least one of my questions. DO YOU HAVE A JAMAICAN ACCENT? No, Mon DO YOU MOLT? Gross. WHAT'S YOUR STAR SIGN? Dont know. "Angel what's my star sign?" She says Scorpio. HAVE YOU TOLD JEB I LOVE HIM YET? No. DOES NOT HAVING A POWER MAKE YOU ANGRY? Well, that's not really true... DO YOU KNOW HOW TO DO THE SOULJA BOY? Can you see me doing the Soulja Boy? DOES IGGY KNOW HOW TO DO THE SOULJA BOY? Gazzy does. DO YOU USE HAIR PRODUCTS? No. Again,no. DO YOU USE PRODUCTS ON YOUR FEATHERS? I don't know that they make bird kid feather products yet. WHAT'S YOU FAVORITE MOVIE? There are a bunch WHAT'S YOUR FAVORITE SONG? I don't have favorites. They're too polarizing. WHAT'S YOUR FAVORITE SMELL? Max, when she showers. DO THESE QUESTIONS MAKE YOU ANGRY? Not really. IF I CAME UP TO YOU IN A STREET AND HUGGED YOU, WOULD YOU KILL ME? You might get kicked. But I'm used to people wanting me dead, so. DO YOU SECRETLY WANT TO BE HUGGED? Doesn't everybody? ARE YOU GOING EMO 'CAUSE ANGEL IS STEALING EVERYONE'S POWERS (INCLUDING YOURS)? Not the emo thing again. WHAT'S YOUR FAVORITE FOOD? Anything hot and delicious and brought to me by Iggy. WHAT DID YOU HAVE FOR BREAKFAST THIS MORNING? Three eggs, over easy. Bacon. More Bacon. Toast. DID YOU EVEN HAVE BREAKFAST THIS MORNING? See above. DID YOU DIE INSIDE WHEN MAX CHOSE ARI OVER YOU? Dudes don't die inside. DO YOU LIKE MAX? Duh. DO YOU LIKE ME? I think you're funny. DOES IGGY LIKE ME? Sure DO YOU WRITE DEPRESSING POETRY? No. IS IT ABOUT MAX? Ahh. No. IS IT ABOUT ARI? Why do you assume I write depressing poetry? IS IT ABOUT JEB? Ahh. ARE YOU GOING TO BLOCK THIS COMMENT? Clearly, no. WHAT ARE YOU WEARING? A Dirty Projectors T-shirt. Jeans. DO YOU WEAR BOXERS OR BRIEFS? No freaking comment. DO YOU FIND THIS COMMENT PERSONAL? Could I not find that comment personal? DO YOU WEAR SUNGLASSES? Yes, cheap ones. DO YOU WEAR YOUR SUNGLASSES AT NIGHT? That would make it hard to see. DO YOU SMOKE APPLES, LIKE US? Huh? DO YOU PREFER BLONDES OR BRUNETTES? Whatever. DO YOU LIKE VAMPIRES OR WEREWOLVES? Fanged creatures rock. ARE YOU GAY AND JUST PRETENDING TO BE STRAIGHT BY KISSING LISSA? Uhh... WERE YOU EXPERIMENING WITH YOUR SEXUALITY? Uhh... WOULD YOU TELL US IF YOU WERE GAY? Yes. DO YOU SECRETLY LIKE IT WHEN PEOPLE CALL YOU EMO? No. ARE YOU EMO? Whatever. DO YOU LIKE EGGS? Yes. I had them for breakfast. DO YOU LIKE EATING THINGS? I love eating. I list it as a hobby. DO YOU SECRETLY THINK YOU'RE THE SEXIEST PERSON IN THE WHOLE WORLD? Do you secretly think I'm the sexiest person in the whole world? DO YOU EVER HAVE DIRTY THOUGHTS ABOUT MAX? Eeek! HAS ENGEL EVER READ YOUR MIND WHEN YOU WERE HAVING DIRTY THOUGHT ABOUT MAX AND GONE "OMG" AND YOU WERE LIKE "D:"? hahahahahahahahahahah DO YOU LIKE SPONGEBOB? He's okay, I guess. DO YOU EVER HAVE DIRTY THOUGHT ABOUT SPONGEBOB? Definitely CAN YOU COOK? Iggy cooks. DO YOU LIKE TO COOK? I like to eat. ARE YOU, LIKE, A HOUSEWIFE? How on earth could I be like a housewife? DO YOU SECRETLY HAVE INNER TURMOIL? Isn't it obvious? DO YOU WANT TO BE UNDA DA SEA? I'm unda da stars. DO YOU THINK IT'S NOT TOO LATE, IT'S NEVER TOO LATE? Sure. WHERE DID YOU LEARN TO PLAY POKER? TV. DO YOU HAVE A GOOD POKER FACE? Totally. OF COURSE YOU HAVE A GOOD POKER FACE. DOES IGGY HAVE A GOOD POKER FACE? Yes. CAN HE EVEN PLAY POKER? Iggy beats me sometimes. DO YOU LIKE POKING PEOPLE HARD? Not really. ARE YOU FANGALICIOUS? I could never be as fangalicious as you'd want me to be. Fly on, Fang

The hallmarks of a potentially successful copywriter include: Obsessive curiosity about products, people and advertising. A sense of humor. A habit of hard work. The ability to write interesting prose for printed media, and natural dialogue for television. The ability to think visually. Television commercials depend more on pictures than words. The ambition to write better campaigns than anyone has ever written before.

Marriage, in what is evidently its most popular version, is now on the one hand an intimate 'relationship' involving (ideally) two successful careerists in the same bed, and on the other hand a sort of private political system in which rights and interests must be constantly asserted and defended. Marriage, in other words, has now taken the form of divorce: a prolonged and impassioned negotiation as to how things shall be divided. During their understandably temporary association, the 'married' couple will typically consume a large quantity of merchandise and a large portion of each other. The modern household is the place where the consumptive couple do their consuming. Nothing productive is done there. Such work as is done there is done at the expense of the resident couple or family, and to the profit of suppliers of energy and household technology. For entertainment, the inmates consume television or purchase other consumable diversion elsewhere. There are, however, still some married couples who understand themselves as belonging to their marriage, to each other, and to their children. What they have they have in common, and so, to them, helping each other does not seem merely to damage their ability to compete against each other. To them, 'mine' is not so powerful or necessary a pronoun as 'ours.' This sort of marriage usually has at its heart a household that is to some extent productive. The couple, that is, makes around itself a household economy that involves the work of both wife and husband, that gives them a measure of economic independence and self-employment, a measure of freedom, as well as a common ground and a common satisfaction. (From "Feminism, the Body, and the Machine")

Living within artificial, reconstructed, arbitrary environments that are strictly the products of human conception, we have no way to be sure that we know what is true and what is not. We have lost context and perspective. What we know is what other humans tell us.

i've been reading whitman, you know what he says, cheer up slaves, and horrify foreign despots, he means that's the attitude for the bard, the zen lunacy bard of old desert paths, see the whole thing is a world full of rucksack wanderers, dharma bums refusing to subscribe to the general demand that they consume production and there have to work for the privilege of consuming, all that crap they didn't really want anyway such as refrigerators, tv sets, cars, at least new fancy cars, certain hair oils and deodorants and general junk you finally always see a week later in the garbage anyway, all of them imprisoned in a system of work, produce, consume, work, produce, consume, i see a vision of a great rucksack revolution thousands or even millions of young americans wandering around with rucksacks, going up into the mountains to pray, making children laugh and old men glad, making young girls happy and old girls happier, all of 'em zen lunatics who go about writing poems that happen to appear in their heads for no reason and also by being kind and also by strange unexpected acts keep giving visions of eternal freedom to everybody and to all living creatures

The television commercial has oriented business away from making products of value and toward making consumers feel valuable, which means that the business of business has now become pseudo-therapy. The consumer is a patient assured by psycho-dramas.

Distractions can make a day feel like an hour.

We are...so far removed from the realities of production and work that we inhabit a dream world of artificial stimuli and televised experience.

I'm just an actor. My performance is not more important than your life. Stop watching. We're false images designed to sell you products by exploiting your insecurities. To make you spectators in life, not participants.

From the first smouldering taper to the elegant lanterns whose light reverberated around eighteenth-century courtyards and from the mild radiance of those lanterns to the unearthly glow of the sodium lamps that line the Belgian motorways, it has all been combustion. Combustion is the hidden principle behind every artefact we create. The making of a fish-hook, manufacture of a china cup, or production of a television programme, all depend on the same process of combustion. Like our bodies and like our desires, the machines we have devised are possessed of a heart which is slowly reduced to embers.

The television commercial is about products only in the sense that the story of Jonah is about the anatomy of whales,

Consumerism tells us that in order to be happy we must consume as many products and services as possible. If we feel that something is missing or not quite right, then we probably need to buy a product (a car, new clothes, organic food) or a service (housekeeping, relationship therapy, yoga classes). Every television commercial is another little legend about how consuming some product or service will make life better.

most cherished desires of present-day Westerners are shaped by romantic, nationalist, capitalist and humanist myths that have been around for centuries. Friends giving advice often tell each other, ‘Follow your heart.’ But the heart is a double agent that usually takes its instructions from the dominant myths of the day, and the very recommendation to ‘follow your heart’ was implanted in our minds by a combination of nineteenth-century Romantic myths and twentieth-century consumerist myths. The Coca-Cola Company, for example, has marketed Diet Coke around the world under the slogan ‘Diet Coke. Do what feels good.’ Even what people take to be their most personal desires are usually programmed by the imagined order. Let’s consider, for example, the popular desire to take a holiday abroad. There is nothing natural or obvious about this. A chimpanzee alpha male would never think of using his power in order to go on holiday into the territory of a neighbouring chimpanzee band. The elite of ancient Egypt spent their fortunes building pyramids and having their corpses mummified, but none of them thought of going shopping in Babylon or taking a skiing holiday in Phoenicia. People today spend a great deal of money on holidays abroad because they are true believers in the myths of romantic consumerism. Romanticism tells us that in order to make the most of our human potential we must have as many different experiences as we can. We must open ourselves to a wide spectrum of emotions; we must sample various kinds of relationships; we must try different cuisines; we must learn to appreciate different styles of music. One of the best ways to do all that is to break free from our daily routine, leave behind our familiar setting, and go travelling in distant lands, where we can ‘experience’ the culture, the smells, the tastes and the norms of other people. We hear again and again the romantic myths about ‘how a new experience opened my eyes and changed my life’. Consumerism tells us that in order to be happy we must consume as many products and services as possible. If we feel that something is missing or not quite right, then we probably need to buy a product (a car, new clothes, organic food) or a service (housekeeping, relationship therapy, yoga classes). Every television commercial is another little legend about how consuming some product or service will make life better. 18. The Great Pyramid of Giza. The kind of thing rich people in ancient Egypt did with their money. Romanticism, which encourages variety, meshes perfectly with consumerism. Their marriage has given birth to the infinite ‘market of experiences’, on which the modern tourism industry is founded. The tourism industry does not sell flight tickets and hotel bedrooms. It sells experiences. Paris is not a city, nor India a country – they are both experiences, the consumption of which is supposed to widen our horizons, fulfil our human potential, and make us happier. Consequently, when the relationship between a millionaire and his wife is going through a rocky patch, he takes her on an expensive trip to Paris. The trip is not a reflection of some independent desire, but rather of an ardent belief in the myths of romantic consumerism. A wealthy man in ancient Egypt would never have dreamed of solving a relationship crisis by taking his wife on holiday to Babylon. Instead, he might have built for her the sumptuous tomb she had always wanted. Like the elite of ancient Egypt, most people in most cultures dedicate their lives to building pyramids. Only the names, shapes and sizes of these pyramids change from one culture to the other. They may take the form, for example, of a suburban cottage with a swimming pool and an evergreen lawn, or a gleaming penthouse with an enviable view. Few question the myths that cause us to desire the pyramid in the first place.

Maybe it's the TV commercials. They make you hate everything they try to sell. God, they must think the public is a halfwit. Every time some jerk in a white coat with a stethoscope hanging around his neck holds up some toothpaste or a pack of cigarettes or a bottle of beer or a mouthwash or a jar of shampoo or a little box of something that makes a fat wrestler smell like mountain lilac I always make note never to buy any. Hell, I wouldn't buy the product even if I liked it.

We line up and make a lot of noise about big environmental problems like incinerators, waste dumps, acid rain, global warming and pollution. But we don't understand that when we add up all the tiny environmental problems each of us creates, we end up with those big environmental dilemmas. Humans are content to blame someone else, like government or corporations, for the messes we create, and yet we each continue doing the same things, day in and day out, that have created the problems. Sure, corporations create pollution. If they do, don't buy their products. If you have to buy their products (gasoline for example), keep it to a minimum. Sure, municipal waste incinerators pollute the air. Stop throwing trash away. Minimize your production of waste. Recycle. Buy food in bulk and avoid packaging waste. Simplify. Turn off your TV. Grow your own food. Make compost. Plant a garden. Be part of the solution, not part of the problem. If you don't, who will?

I see things in windows and I say to myself that I want them. I want them because I want to belong. I want to be liked by more people, I want to be held in higher regard than others. I want to feel valued, so I say to myself to watch certain shows. I watch certain shows on the television so I can participate in dialogues and conversations and debates with people who want the same things I want. I want to dress a certain way so certain groups of people are forced to be attracted to me. I want to do my hair a certain way with certain styling products and particular combs and methods so that I can fit in with the In-Crowd. I want to spend hours upon hours at the gym, stuffing my body with what scientists are calling 'superfoods', so that I can be loved and envied by everyone around me. I want to become an icon on someone's mantle. I want to work meaningless jobs so that I can fill my wallet and parentally-advised bank accounts with monetary potential. I want to believe what's on the news so that I can feel normal along with the rest of forever. I want to listen to the Top Ten on Q102, and roll my windows down so others can hear it and see that I am listening to it, and enjoying it. I want to go to church every Sunday, and pray every other day. I want to believe that what I do is for the promise of a peaceful afterlife. I want rewards for my 'good' deeds. I want acknowledgment and praise. And I want people to know that I put out that fire. I want people to know that I support the war effort. I want people to know that I volunteer to save lives. I want to be seen and heard and pointed at with love. I want to read my name in the history books during a future full of clones exactly like me. The mirror, I've noticed, is almost always positioned above the sink. Though the sink offers more depth than a mirror, and mirror is only able to reflect, the sink is held in lower regard. Lower still is the toilet, and thought it offers even more depth than the sink, we piss and shit in it. I want these kind of architectural details to be paralleled in my every day life. I want to care more about my reflection, and less about my cleanliness. I want to be seen as someone who lives externally, and never internally, unless I am able to lock the door behind me. I want these things, because if I didn't, I would be dead in the mirrors of those around me. I would be nothing. I would be an example. Sunken, and easily washed away.

Most of all, immunize yourself from the drug companies efforts to convince you that you desperately need their advertised products. If you really needed the product, it is unlikely that drug companies would be spending money on advertising. Remember, there aren't many ads for insulin on TV.

In an age when mass pleasures like television are becoming more feeble and homogeneous, the very act of discrimination becomes a form of protest. At a time when mass marketing of food produces a product so disgusting that it has to be wrapped in distracting gimmicks to be sold, the mere fact of paying attention to what you eat and drink and telling the truth about taste is a revolutionary act.

The object of art is to give life a shape,’ said Shakespeare. And my life –and my mess of a mind –needed shape. I had ‘lost the plot’. There was no linear narrative of me. There was just mess and chaos. So yes, I loved external narratives for the hope they offered. Films. TV dramas. And most of all, books. They were, in and of themselves, reasons to stay alive. Every book written is the product of a human mind in a particular state. Add all the books together and you get the end sum of humanity.

Dreaming may simply be a by-product of this nightly cerebral housecleaning. As the brain clears wastes and consolidates memories, neural circuits fire randomly, briefly throwing up fragmentary images, a bit like someone jumping between television channels when looking for something to watch. Confronted with this incoherent flow of memories, anxieties, fantasies, suppressed emotions, and the like, the brain possibly tries to make a sensible narrative out of it all, or possibly, because it is itself resting, doesn’t try at all, and just lets the incoherent pulses flow past. That may explain why we generally don’t remember dreams much despite their intensity—because they are not actually meaningful or important.

Still, the fact remains: human productivity naturally drops in the afternoon. In TV, this is referred to as the Afternoon Depression Zone. Too late to get anything meaningful done; too early to go home. Doesn’t matter if you’re a homemaker, a fourth grader, a bricklayer, a businessman—no one is immune. Between the hours of one thirty-one and four forty-four p.m., productive life as we know it ceases to exist. It’s a virtual death zone.

If you’ve ever taken an economics course you know that markets are supposed to be based on informed consumers making rational choices. I don’t have to tell you, that’s not what’s done. If advertisers lived by market principles then some enterprise, say, General Motors, would put on a brief announcement of their products and their properties, along with comments by Consumer Reports magazine so you could make a judgment about it. That’s not what an ad for a car is—an ad for a car is a football hero, an actress, the car doing some crazy thing like going up a mountain or something. If you’ve ever turned on your television set, you know that hundreds of millions of dollars are spent to try to create uninformed consumers who will make irrational choices—that’s what advertising is.

Far from being freaks, the Hell's Angels are a logical product of the culture that now claims to be shocked at their existence. The generation represented by the editors of Time has lived so long in a world full of Celluloid outlaws hustling toothpaste and hair oil that it is no longer capable of confronting the real thing. For twenty years they have sat with their children and watched yesterday's outlaws raise hell with yesterday's world ... and now they are bringing up children who think Jesse James is a television character. This is the generation that went to war for Mom, God and Apple Butter, the American Way of Life. When they came back, they crowned Eisenhower and then retired to the giddy comfort of their TV parlors, to cultivate the subtleties of American history as seen by Hollywood.

Quite a few people still listen to vinyl records, use film cameras to take photographs, and look up phone numbers in the printed Yellow Pages. But the old technologies lose their economic and cultural force. They become progress’s dead ends. It’s the new technologies that govern production and consumption, that guide people’s behavior and shape their perceptions. That’s why the future of knowledge and culture no longer lies in books or newspapers or TV shows or radio programs or records or CDs. It lies in digital files shot through our universal medium at the speed of light.

Sometimes when I’m watching TV and I see a horrible commercial I think, “Only an asshole would buy that.” Then I think, Wait a minute! The advertising agency did research on their client’s target market and which channel and TV shows the ideal demographic watches, right? This would mean a carefully chosen ad campaign to get the product in front of the likely buyers, who in this case, are assholes. And I’m on the chosen channel, which means that I am one of the assholes of interest. Then I get spooked, because how’d they figure out that am asshole? Scary how well they know me.

The nearest analogy to the addictive power of television and the transformation of values that is wrought in the life of the heavy user is probably heroin. Heroin flattens the image; with heroin, things are neither hot nor cold; the junkie looks out at the world certain that what ever it is, it does not matter. The illusion of knowing and of control that heroin engenders is analogous to the unconscious assumption of the television consumer that what is seen is 'real' somewhere in the world. In fact, what is seen are the cosmetically enhanced surfaces of products. Television, while chemically non-invasive, nevertheless is every bit as addicting and physiologically damaging as any other drug.

The mass media of film, television, radio and internet have enabled a whole new degree of instant, global stardom for those of dubious talent. As a result, our society is drowning in a flood of celebrities, products of a fame industry of lavish scale.

But even while Rome is burning, there’s somehow time for shopping at IKEA. Social imperatives are a merciless bitch. Everyone is attempting to buy what no one can sell.  See, when I moved out of the house earlier this week, trawling my many personal belongings in large bins and boxes and fifty-gallon garbage bags, my first inclination was, of course, to purchase the things I still “needed” for my new place. You know, the basics: food, hygiene products, a shower curtain, towels, a bed, and umm … oh, I need a couch and a matching leather chair and a love seat and a lamp and a desk and desk chair and another lamp for over there, and oh yeah don’t forget the sideboard that matches the desk and a dresser for the bedroom and oh I need a coffeetable and a couple end tables and a TV-stand for the TV I still need to buy, and don’t these look nice, whadda you call ’em, throat pillows? Oh, throw pillows. Well that makes more sense. And now that I think about it I’m going to want my apartment to be “my style,” you know: my own motif, so I need certain decoratives to spruce up the decor, but wait, what is my style exactly, and do these stainless-steel picture frames embody that particular style? Does this replica Matisse sketch accurately capture my edgy-but-professional vibe? Exactly how “edgy” am I? What espresso maker defines me as a man? Does the fact that I’m even asking these questions mean I lack the dangling brass pendulum that’d make me a “man’s man”? How many plates/cups/bowls/spoons should a man own? I guess I need a diningroom table too, right? And a rug for the entryway and bathroom rugs (bath mats?) and what about that one thing, that thing that’s like a rug but longer? Yeah, a runner; I need one of those, and I’m also going to need…

But if lifestyle ads work by the third-person effect, then there will be some products for which it makes good business sense to target a wider audience, one that includes both buyers and non-buyers.32 One reason to target non-buyers is to create envy. As Miller argues, this is the case for many luxury products. “Most BMW ads,” he says, “are not really aimed so much at potential BMW buyers as they are at potential BMW coveters.”33 When BMW advertises during popular TV shows or in mass-circulation magazines, only a small fraction of the audience can actually afford a BMW. But the goal is to reinforce for non-buyers the idea that BMW is a luxury brand.

I watched with incredulity as businessmen ran to the government in every crisis, whining for handouts or protection from the very competition that has made this system so productive. I saw Texas ranchers, hit by drought, demanding government-guaranteed loans; giant milk cooperatives lobbying for higher price supports; major airlines fighting deregulation to preserve their monopoly status; giant companies like Lockheed seeking federal assistance to rescue them from sheer inefficiency; bankers, like David Rockefeller, demanding government bailouts to protect them from their ill-conceived investments; network executives, like William Paley of CBS, fighting to preserve regulatory restrictions and to block the emergence of competitive cable and pay TV. And always, such gentlemen proclaimed their devotion to free enterprise and their opposition to the arbitrary intervention into our economic life by the state. Except, of course, for their own case, which was always unique and which was justified by their immense concern for the public interest.

I’m stupid in love with you, Sailor Brennan. Will you have my dumb ass? Flaws included. No returns.” “Fourteen business days to return said butt, and I get my full heart back if your performance is not to my satisfaction.” I started bargaining with him on live television. This was what we did. We bantered. His eyes lit up with mischief. “You never complained about the performance during your free trial period.” “Meh.” I shrugged. “It was free. Paying for something with hearts and other organs is a completely different matter.” “Fine. I believe in my product. You got yourself a deal.” He stood up in front of me. I reached my hand between us to shake on it. He took it and jerked me up, engulfing me in his huge arms.

Advertising is profoundly manipulative at its core. Its imagery strives to deprive us of realistic ideas about love, sex, beauty, health, money, work, and life itself, in an attempt to convince us that only products can bring us true joy. Its practitioners are trained in psychology, sociology, argumentation, poetry, and design. These are powerful tools in the art of persuasion, more so when deployed by a multibillion-dollar industry.

In a speech given at an academic conference at Yale University in 1972, Fred Rogers said, “The impact of television must be considered in the light of the possibility that children are exposed to experiences which may be far beyond what their egos can deal with effectively. Those of us who produce television must assume the responsibility for providing images of trustworthy available adults who will modulate these experiences and attempt to keep them within manageable limits.” Which is exactly what Rogers himself had tried to do with the production of Mister Rogers' Neighborhood.

Samuel Taylor Coleridge was right when he claimed, 'In politics, what begins in fear usually ends up in folly.' Political activists are more inclined, though, to heed an observation from Richard Nixon: 'People react to fear, not love. They don't teach that in Sunday school, but it's true.' That principle, which guided the late president's political strategy throughout his career, is the sine qua non of contemporary political campaigning. Marketers of products and services ranging from car alarms to TV news programs have taken it to heart as well. The short answer to why Americans harbor so many misbegotten fears is that immense power and money await those who tap into our moral insecurities and supply us with symbolic substitutes.

Dharma Bums refusing to subscribe to the general demand that they consume production and therefore have to work for the privilege of consuming, all that crap they didn’t really want anyway such as refrigerators, TV sets, cars, at least new fancy cars, certain hair oils and deodorants and general junk you finally always see a week later in the garbage anyway, all of them imprisoned in a system of work, produce, consume, work, produce, consume,

Fear,” he used to say, “fear is the most valuable commodity in the universe.” That blew me away. “Turn on the TV,” he’d say. “What are you seeing? People selling their products? No. People selling the fear of you having to live without their products.” Fuckin’ A, was he right. Fear of aging, fear of loneliness, fear of poverty, fear of failure. Fear is the most basic emotion we have. Fear is primal. Fear sells. That was my mantra. “Fear sells.

In the 1970s, when Norman Sunshine won an Emmy for the graphics and title design he had created for one of Alan Shayne’s television productions, “Alan and I agreed it was not a good idea for us to be seen together at an industry event,” he remembers. “Alan, after all, was one of the very few homosexuals who had such a powerful, high profile job, and who lived openly with a man. Homophobia had its adherents and some ruthless climber up the executive ladder would certainly love an opportunity to use it… 'Better to be seen with a woman,’ we were advised by a very trusted friend, ‘Makes everyone more comfortable.

What is more, the whole apparatus of life has become so complex and the processes of production, distribution, and consumption have become so specialized and subdivided, that the individual person loses confidence in his own unaided capacities: he is increasingly subject to commands he does not understand, at the mercy of forces over which he exercises no effective control, moving to a destination he has not chosen. Unlike the taboo-ridden savage, who is often childishly over-confident in the powers of his shaman or magician to control formidable natural forces, however inimical, the machine-conditioned individual feels lost and helpless as day by day he metaphorically punches his time-card, takes his place on the assembly line, and at the end draws a pay check that proves worthless for obtaining any of the genuine goods of life. This lack of close personal involvement in the daily routine brings a general loss of contact with reality: instead of continuous interplay between the inner and the outer world, with constant feedback or readjustment and with stimulus to fresh creativity, only the outer world-and mainly the collectively organized outer world of the power system-exercises authority: even private dreams must be channeled through television, film, and disc, in order to become acceptable. With this feeling of alienation goes the typical psychological problem of our time, characterized in classic terms by Erik Erikson as the 'Identity Crisis.' In a world of transitory family nurture, transitory human contacts, transitory jobs and places of residence, transitory sexual and family relations, the basic conditions for maintaining continuity and establishing personal equilibrium disappear. The individual suddenly awakens, as Tolstoi did in a famous crisis in his own life at Arzamas, to find himself in a strange, dark room, far from home, threatened by obscure hostile forces, unable to discover where he is or who he is, appalled by the prospect of a meaningless death at the end of a meaningless life.

Yes, I know that now that there is truth in beauty and beauty in truth. My nature is to be depressive and come out of it and write, and enjoy writing and feeling as if I have a passion and excitement and love and euphoria for it and then I go 'back to sleep again' where I can eat and watch television and not work, not be productive and then just as if a magic switch is turned on I can do it all over again. I don't mind the being depressed part. Sometimes it seems to fuel me. The anger though is gone now that was there in my twenties and even earlier in my youth. Your voice is Tolstoy’s, Hemingway’s, Updike’s, Styron’s, Mcewan’s, Greene’s, Fugard’s, Kundera’s, Rilke’s while I am the incarnate of Radcliffe Hall crossing both genders effortlessly. You betray nothing. There is son in the picture. A small boy but you don’t introduce him to me. Obsessions are unhealthy creatures. They make you mentally ill, emotionally unstable; leave you with a chemistry of deep sadness in your life. I have my writing. It keeps me from disintegrating into fractions. I should stop now before I begin to make myself cry.

In the sciences, looking good was usually a negative. It implied you wasted time on outdoor activities instead of building something useful. Even using hair product or makeup implied misguided priorities. Like you thought how things looked mattered, instead of how they worked. We liked to look at attractive people. We expected it of our movie stars and TV characters. But we did not respect it. We knew physical attractiveness was inversely correlated with intelligence, because look at us.

We welcome into our homes the machines that vacuum the thoughts out of our heads and pump in someone else's. John Berger in Ways of Seeing said that television advertisers succeeded by persuading viewers to envy themselves as they would be if they bought the product. These programmes do something similar, by persuading the viewer to envy himself as he would be if his life were that little bit more exciting and melodramatic than it actually is. They can make things seem normal that are not.

If you accept mass production, you accept that a small number of people will supervise the daily existence of a much larger number of people. You accept that human beings will spend long hours, every day, engaged in repetitive work, while suppressing any desires for experience or activity beyond this work. The workers' behaviour becomes subject to the machine. With mass production, you also accept that huge numbers of identical items will need to be efficiently distributed to huge numbers of people and that institutions such as advertising will arise to do this. One technological process cannot exist without the other, creating symbiotic relationships among technologies themselves.

America is a leap of the imagination. From its beginning, people had only a persistent idea of what a good country should be. The idea involved freedom, equality, justice, and the pursuit of happiness; nowadays most of us probably could not describe it a lot more clearly than that. The truth is, it always has been a bit of a guess. No one has ever known for sure whether a country based on such an idea is really possible, but again and again, we have leaped toward the idea and hoped. What SuAnne Big Crow demonstrated in the Lead high school gym is that making the leap is the whole point. The idea does not truly live unless it is expressed by an act; the country does not live unless we make the leap from our tribe or focus group or gated community or demographic, and land on the shaky platform of that idea of a good country which all kinds of different people share. This leap is made in public, and it's made for free. It's not a product or a service that anyone will pay you for. You do it for reasons unexplainable by economics--for ambition, out of conviction, for the heck of it, in playfulness, for love. It's done in public spaces, face-to-face, where anyone is free to go. It's not done on television, on the Internet, or over the telephone; our electronic systems can only tell us if the leap made elsewhere has succeeded or failed. The places you'll see it are high school gyms, city sidewalks, the subway, bus stations, public parks, parking lots, and wherever people gather during natural disasters. In those places and others like them, the leaps that continue to invent and knit the country continue to be made. When the leap fails, it looks like the L.A. riots, or Sherman's March through Georgia. When it succeeds, it looks like the New York City Bicentennial Celebration in July 1976 or the Civil Rights March on Washington in 1963. On that scale, whether it succeeds or fails, it's always something to see. The leap requires physical presence and physical risk. But the payoff--in terms of dreams realized, of understanding, of people getting along--can be so glorious as to make the risk seem minuscule.

Apparently, boredom was not even a concept before the word was invented around 1760, along with the word “interesting.”20 The tide of boredom that has risen ever since coincides with the progress of the Industrial Revolution, hinting at a reason why it has, until recently, been an exclusively Western phenomenon. The reality that the factory system created was a mass-produced reality, a generic reality of standardized products, standardized roles, standardized tasks, and standardized lives. The more we came to live in that artificial reality, the more separate we became from the inherently fascinating realm of nature and community. Today, in a familiar pattern, we apply further technology to relieve the boredom that results from our immersion in a world of technology. We call it entertainment. Have you ever thought about that word? To entertain a guest means to bring him into your house; to entertain a thought means to bring it into your mind. To be entertained means to be brought into the television, the game, the movie. It means to be removed from your self and the real world. When a television show does this successfully, we applaud it as entertaining. Our craving for entertainment points to the impoverishment of our reality.

...TV and popular film and most kinds of 'low' art-- which just means art whose primary aim is to make money-- is lucrative precisely because it recognizes that audiences prefer 100 percent pleasure to the reality that tends to be 49 percent pleasure and 51 percent pain. Whereas 'serious' art, which is not primarily about getting money out of you, is more apt to make you uncomfortable, or to force you to work hard to access its pleasures, the same way that in real life true pleasure is usually a by-product of hard work and discomfort.

Romanticism tells us that in order to make the most of our human potential we must have as many different experiences as we can. We must open ourselves to a wide spectrum of emotions; we must sample various kinds of relationships; we must try different cuisines; we must learn to appreciate different styles of music. One of the best ways to do all that is to break free from our daily routine, leave behind our familiar setting, and go travelling in distant lands, where we can ‘experience’ the culture, the smells, the tastes and the norms of other people. We hear again and again the romantic myths about ‘how a new experience opened my eyes and changed my life’. Consumerism tells us that in order to be happy we must consume as many products and services as possible. If we feel that something is missing or not quite right, then we probably need to buy a product (a car, new clothes, organic food) or a service (housekeeping, relationship therapy, yoga classes). Every television commercial is another little legend about how consuming some product or service will make life better. Romanticism, which encourages variety, meshes perfectly with consumerism. Their marriage has given birth to the infinite ‘market of experiences’, on which the modern tourism industry is founded.

But it is not I the spy who have crept inside television’s boundaries. It is vice versa. Television, even the mundane little businesses of its production, has become my—our—own interior. And we seem a jaded, weary, but willing and above all knowledgeable Audience. And this knowledgeability utterly transforms the possibilities and hazards of “creativity” in television.

If “piracy” means using value from someone else’s creative property without permission from that creator–as it is increasingly described today – then every industry affected by copyright today is the product and beneficiary of a certain kind of piracy. Film, records, radio, cable TV… Extremists in this debate love to say “You wouldn’t go into Barnes & Noble and take a book off of the shelf without paying; why should it be any different with online music?” The difference is, of course, that when you take a book from Barnes & Noble, it has one less book to sell. By contrast, when you take an MP3 from a computer network, there is not one less CD that can be sold. The physics of piracy of the intangible are different from the physics of piracy of the tangible.

IMPROVE. You wanted that ONE job, that ONE scholarship, that TV show, that book, to sell your company, to sell your product, whatever. And they said, no. Take a hard look at the product. Can you improve your offering? Can you take a step back and improve what you are doing? Maybe you can and maybe you can’t. But brainstorm first. What are the ten things you can do to improve what you are doing?

Penn replied that surely bin Laden had provided quite a number of his very own broadcasts and videos. I was again impressed by the way that Chávez rejected this proffered lucid-interval lifeline. All of this so-called evidence, too, was a mere product of imperialist television. After all, “there is film of the Americans landing on the moon,” he scoffed. “Does that mean the moon shot really happened? In the film, the Yanqui flag is flying straight out. So, is there wind on the moon?” As Chávez beamed with triumph at this logic, an awkwardness descended on my comrades, and on the conversation. Chávez, in other words, is very close to the climactic moment when he will announce that he is a poached egg and that he requires a very large piece of buttered toast so that he can lie down and take a soothing nap.

[A TV commercial] crossed my desk in 1986. It came with a press release boasting about an enormous production budget employed in service of what it termed a communications “breakthrough”. The secret of this particular breakthrough was the science of semiotics — i.e., conveying meaning via powerful symbols imbued with significance far beyond their literal interpretation. It’s the sort of thing that Jean Baudrillard and Noam Chomsky write about. Umberto Eco. Dudes like that. Dudes who have no responsibility for marketshare. Whoa,” I said to myself as I eagerly tore the videocassette out of its jacket. “This is gonna suck.

You can work through the physics of interstellar radio attenuation,1 but the problem is captured pretty well by considering the economics of the situation: If your TV signals are getting to another star, you’re wasting money. Powering a transmitter is expensive, and creatures on other stars aren’t buying the products in the TV commercials that pay your power bill. The full picture is more complicated, but the bottom

Even if we act to erase material poverty, there is another greater task, it is to confront the poverty of satisfaction - purpose and dignity - that afflicts us all. Too much and for too long, we seemed to have surrendered personal excellence and community values in the mere accumulation of material things. Our Gross National Product, now, is over $800 billion dollars a year, but that Gross National Product - if we judge the United States of America by that - that Gross National Product counts air pollution and cigarette advertising, and ambulances to clear our highways of carnage. It counts special locks for our doors and the jails for the people who break them. It counts the destruction of the redwood and the loss of our natural wonder in chaotic sprawl. It counts napalm and counts nuclear warheads and armored cars for the police to fight the riots in our cities. It counts Whitman's rifle and Speck's knife, and the television programs which glorify violence in order to sell toys to our children. Yet the gross national product does not allow for the health of our children, the quality of their education or the joy of their play. It does not include the beauty of our poetry or the strength of our marriages, the intelligence of our public debate or the integrity of our public officials. It measures neither our wit nor our courage, neither our wisdom nor our learning, neither our compassion nor our devotion to our country, it measures everything in short, except that which makes life worthwhile. And it can tell us everything about America except why we are proud that we are Americans. If this is true here at home, so it is true elsewhere in world.

I was once asked to pick a couple of records for an interview I was doing on Radio 2. I picked one by Will Oldham and one by Joanna Newsom. Someone on the production phoned me to say that I couldn't have either record because they were 'too alternative' and I could just pick two from their playlist. Now, personally, I think that Radio 2's listeners would dig both Joanna Newsom and Will Oldham if they heard their records, and that the fact they don't get to hear them contributes to the cultural wasteland we live in. I told them that I'd been to see Joanna Newsom in the Albert Hall a couple of weeks before and it had been sold out. How could she be 'too alternative'? 'Alternative' and 'mainstream' aren't strictly to do with whether things are popular or minority interest. They are ideological labels. Someone like Joe Pasquale would be called 'mainstream' and regularly pops up on TV, but would play the smaller end of the touring-theatre circuit. If Joanna Newsom can sell out Albert Hall, why can't she get played on Radio 2? I would agree that it's because her work is too layered, challenging and interesting. Think about that. What you get to hear about is filtered, and not filtered to get rid of useless cunts like Joe Pasquale, but of things that might enrich your life.

Listen, if you are an entrepreneur who is passionate about your product, but you never ask anyone to buy what you are selling, it will never get sold. Sure, there’s a possibility that you can deliver your best sales pitch in your best Sunday suit and they will still say no. But so what? Do you know how many times I’ve been told no for movie scripts, television shows, and comedy specials? A whole hell of lot more times than I heard yes.

Pleasure died forty years ago in America, perhaps further back, in a wave of carbon monoxide, gasoline, cigarettes for dames, the belief in everything and everybody, tolerance for the intolerable, the hatred of being alone in silence for more than twenty seconds, the assurance that immortality was Americans eating all-cow franks, with speeded-up peristalsis while talking to a crowd of fifteen trillion other same-bodies eating sandwiches, gassing cokes, peristalsing, and talking, while baseball-sound-movie-TV tomorrow's trots off track betting howled roared farted choked gagged exploded reentered atmo honked bawled deafened pawed puked croaked shouted repeated repeated REPEATED, especially SAY IT AGAIN LOUDER SAY IT AGAIN, stick that product in every God-damned American's mouth and make him say I BOUGHT IT, GOD I BOUGHT IT AND IT'S GREAT IT's HOLLYWOOD IT'S MY ARSE GOING UP AND DOWN AGAIN, IT'S USA, GOD, and if you can't get it in his mouth and make him SWEAR IT SWEAR IT USA, stick it in his anal sphincter (look it up in the dictionary, college graduates, on account of you didn't have time to learn it in the College of Your Choice).

The hard work and big money you used to spend on frequent purchases of print and TV advertising now move to repeated engineering expenses and product failures. If anything, marketing is more time-consuming and expensive than it used to be. You’re just spending the money earlier in the process (and repeating the process more often). This is worth highlighting: The Purple Cow is not a cheap shortcut. It is, however, your best (perhaps only) strategy for growth.

Depression and anxiety may be real. But they can also be Resistance. When we drug ourselves to blot out our soul's call, we are being good Americans and exemplary consumers. We're doing exactly what TV commercials and pop materialist culture have been brainwashing us to do from birth. Instead of applying self-knowledge, self-discipline, delayed gratification and hard work, we simply consume a product. Many pedestrians have been maimed or killed at the intersection of Resistance and Commerce.

2001’s production notes contain a number of startlingly prescient glimpses of the world we live in today. As of mid-1965, approximately the same time that the US Department of Defense was conceiving of the internet’s direct predecessor, ARPANET (Advanced Research Projects Agency Network), Kubrick’s intrepid band of futurists had seemingly already visualized important aspects of the new technology’s implications. One document sent from Tony Masters to Roger Caras on June 29 listed matter-of-factly—under a letterhead replete with the roaring MGM lion—nine props that he asked Caras to help him with. Number one was “2001 newspaper to be read on some kind of television screen. Should be designed television screen shape; i.e., wider than it is high.

the consequences of scientific illiteracy are far more dangerous in our time than in any that has come before. It’s perilous and foolhardy for the average citizen to remain ignorant about global warming, say, or ozone depletion, air pollution, toxic and radioactive wastes, acid rain, topsoil erosion, tropical deforestation, exponential population growth. Jobs and wages depend on science and technology. If our nation can’t manufacture, at high quality and low price, products people want to buy, then industries will continue to drift away and transfer a little more prosperity to other parts of the world. Consider the social ramifications of fission and fusion power, supercomputers, data “highways,” abortion, radon, massive reductions in strategic weapons, addiction, government eavesdropping on the lives of its citizens, high-resolution TV, airline and airport safety, fetal tissue transplants, health costs, food additives, drugs to ameliorate mania or depression or schizophrenia, animal rights, superconductivity, morning-after pills, alleged hereditary antisocial predispositions, space stations, going to Mars, finding cures for AIDS and cancer. How can we affect national policy—or even make intelligent decisions in our own lives—if we don’t grasp the underlying issues?

Do you understand economics? I mean big-time, prewar, global capitalism. Do you get how it worked? I don’t, and anyone who says they do is full of shit. There are no rules, no scientific absolutes. You win, you lose, it’s a total crapshoot. The only rule that ever made sense to me I learned from a history, not an economics, professor at Wharton. “Fear,” he used to say, “fear is the most valuable commodity in the universe.” That blew me away. “Turn on the TV,” he’d say. “What are you seeing? People selling their products? No. People selling the fear of you having to live without their products.” Fuckin’ A, was he right. Fear of aging, fear of loneliness, fear of poverty, fear of failure. Fear is the most basic emotion we have. Fear is primal. Fear sells. That was my mantra. “Fear sells.

We must realize that we don’t live in a vacuum; the consequences of our actions ripple throughout the world. Would you still run the water while you brush your teeth, if it meant someone else would suffer from thirst? Would you still drive a gas guzzler, if you knew a world oil shortage would bring poverty and chaos? Would you still build an oversized house, if you witnessed first-hand the effects of deforestation? If we understood how our lifestyles impact other people, perhaps we would live a little more lightly. Our choices as consumers have an environmental toll. Every item we buy, from food to books to televisions to cars, uses up some of the earth’s bounty. Not only does its production and distribution require energy and natural resources; its disposal is also cause for concern. Do we really want our grandchildren to live among giant landfills? The less we need to get by, the better off everyone (and our planet) will be. Therefore, we should reduce our consumption as much as possible, and favor products and packaging made from minimal, biodegradable, or recyclable materials.

air pollution and cigarette advertising, and ambulances to clear our highways of carnage. It counts special locks for our doors and the jails for the people who break them. It counts the destruction of the redwood and the loss of our natural wonder in chaotic sprawl. It counts napalm and counts nuclear warheads and armored cars for the police to fight the riots in our cities. It counts . . . the television programs which glorify violence in order to sell toys to our children. Yet the Gross National Product does not allow for the health of our children, the quality of their education or the joy of their play. It does not include the beauty of our poetry or the strength of our marriages, the intelligence of our public debate or the integrity of our public officials. It measures neither our wit nor our courage, neither our wisdom nor our learning, neither our compassion nor our devotion to our country. It measures everything, in short, except that which makes life worthwhile. And it can tell us everything about America except why we are proud to be Americans.40

A crucial link in the spreading timetable system was public transportation. If workers needed to start their shift by 08:00, the train or bus had to reach the factory gate by 07:55. A few minutes’ delay would lower production and perhaps even lead to the lay-offs of the unfortunate latecomers. In 1784 a carriage service with a published schedule began operating in Britain. Its timetable specified only the hour of departure, not arrival. Back then, each British city and town had its own local time, which could differ from London time by up to half an hour. When it was 12:00 in London, it was perhaps 12:20 in Liverpool and 11:50 in Canterbury. Since there were no telephones, no radio or television, and no fast trains

machines again, and radios, and the latest Chevrolet. General Electric flooded the country with luxury gadgets: food processors, toasters, floor-polishing machines, FM radios, electric blankets, and so on. These were all products promoted by that epitome of the television salesman Ronald Reagan, a popular actor whose work in advertising eventually taught him to sell himself, too. Traditional ideals were put on hold and ‘selling out’ became a catchphrase – you accepted a job that gave you no satisfaction because the pay was good. These were the months and years when British singer Vera Lynn touched American hearts with ‘A kiss won’t mean “Goodbye” but “Hello to love”’. Yes, that’s when it started, with that kiss on Times Square.

It is the responsibility of all of us to invest time and effort in uncovering our biases and in verifying our sources of information. As noted in earlier chapters, we cannot investigate everything ourselves. But precisely because of that, we need at least to investigate carefully our favourite sources of information – be they a newspaper, a website, a TV network or a person. In Chapter 20 we will explore in far greater depth how to avoid brainwashing and how to distinguish reality from fiction. Here I would like to offer two simple rules of thumb. First, if you want reliable information – pay good money for it. If you get your news for free, you might well be the product. Suppose a shady billionaire offered you the following deal: ‘I will pay you $30 a month, and in exchange, you will allow me to brainwash you for an hour every day, installing in your mind whichever political and commercial biases I want.’ Would you take the deal? Few sane people would. So the shady billionaire offers a slightly different deal: ‘You will allow me to brainwash you for one hour every day, and in exchange, I will not charge you anything for this service. The second rule of thumb is that if some issue seems exceptionally important to you, make the effort to read the relevant scientific literature. And by scientific literature I mean peer-reviewed articles, books published by well-known academic publishers, and the writings of professors from reputable institutions. Science obviously has its limitations, and it has got many things wrong in the past. Nevertheless, the scientific community has been our most reliable source of knowledge for centuries. If you think that the scientific community is wrong about something, that’s certainly possible, but at least know the scientific theories you are rejecting, and provide some empirical evidence to support your claim.

. . . [E]very single writer I met likened writing for television to one thing--laying track for an incoming speeding train. The story is the track and you gotta keep laying it down because of the train. That train is production. You keep writing, you keep laying track down, no matter what, because the train of production is coming toward you--no matter what. Every eight days, the crew needs to being to prepare a new episode--find locations, build sets, design costumes, find props, plan shots. And every eight days after that, the crew needs to film a new episode. Every eight days. Eight days to prep. Eight days to shoot. Eight days, eight days, eight days, eight days. Which means every eight days, that crew needs a brand-new script. And my job is to damn well provide them with one. Every. Eight. Days. That train of production is a'coming. Every eight days that crew on that soundstage better have something to shoot. Because the worst thing you can do is halt or derail production and cost the studio hundreds of thousands of dollars while everyone waits. That is how you go from being a TV writer to being a failed TV writer.

Local Girl Missing, Feared Dead. Beneath it was a photo of me-my most recent school photo. “Oh, no.” My heart filling with dread, I took the paper from Mr. Smith’s hands. “Couldn’t they have found a better picture?” Mr. Smith looked at me sharply. “Miss Oliviera,” he said, his gray eyebrows lowered. “I realize it’s all the rage with you young people today to toss off flippant one-liners so you can get your own reality television shows. But I highly doubt MTV will be coming down to Isla Huesos to film you in the Underworld. So that can’t be all you have to say about this.” He was right, of course. Though I couldn’t say what I really wanted to, because John was in the room, and I didn’t want to make him feel worse than he already did. But what I wanted to do was burst into tears. “Is that about Pierce?” John looked uneasy. Outside, thunder rumbled again. This time, it sounded even closer than before. “Yes, of course, it is, John,” Mr. Smith said. There was something strange about his voice. He sounded almost as if he were mad at John. Only why would he be? John had done the right thing. He’d explained about the Furies. “What did you expect? Have you gotten to the part about the reward your father is offering for information leading to your safe return, Miss Oliviera?” My gaze flicked down the page. I wanted to throw up. “One million dollars?” My dad’s company, one of the largest providers in the world of products and services to the oil, gas, and military industries, was valued at several hundred times that. “That cheapskate.” This was all so very, very bad. “One million dollars is a lot of money to most people.” Mr. Smith said, with a strong emphasis on most people. He still had that odd note in his voice. “Though I recognize that money may mean little to a resident of the Underworld. So I’d caution you to use judiciousness, wherever it is that you’re going, as there are many people on this island who’ll be more than willing to turn you in for only a small portion of that reward money. I don’t suppose I might ask where you’re going? Or suggest that you pay a call on your mother, who is beside herself with worry?” “That’s a good idea,” I said. Why hadn’t I thought of it? I felt much better already. I could straighten out this whole thing with a single conversation. “I should call my mom-“ Both Mr. Smith’s cry of alarm and the fact that John grabbed me by the wrist as I was reaching into my book bag for my cell phone stopped me from making calls of any sort. “You can’t use you phone,” Mr. Smith said. “The police-and your father-are surely waiting for you to do just that. They’ll triangulate on the signal from the closest cell tower, and find you.” When I stared at him for his use of the word triangulate, Mr. Smith shook his head and said, “My partner, Patrick, is obsessed with Law & Order reruns.

Hard work is important. So are play and nonproductivity. My worth is tied not to my productivity but to my existence. I am worthy of rest. Changing my root belief about worthiness has changed my life. I sleep a little bit later. I schedule in time for reading and walks and yoga, and sometimes (on the weekend), I even watch a TV show in the middle of the day. It’s heavenly. It’s also an ongoing process: Still, when I see Abby relaxing, my knee-jerk reaction is annoyance. But then I check myself. I think: Why am I activated here? Oh, yes, that old belief. Oh, wait, never mind. I’ve exchanged that one. And when Abby asks, “What’s wrong?” I can say, “Nothing, honey,” and mean it, mostly. Anger delivers our boundaries to us. Our boundaries deliver our beliefs to us. Our beliefs determine how we experience the world.

A good family farm produces more, in net terms, than the farm family consumes. The good farmer has secured enough land to grow crops and support his or her livestock. The extra production beyond the farm family’s own consumption can be sold and traded for other goods and services—TVs, clothes, books. Some countries are like good family farms, with more bio-capacity than what it takes, in net terms, to provide for their inhabitants. Compare this with a weekend hobby farm, with honeybees, a rabbit, and an apple tree, where most resources have to be bought from elsewhere. Presently 80% of the world population lives in countries that are like hobby farms. They consume more, in net terms, than what the ecosystems of their country can regenerate. The rest is imported or derives from unsustainable overuse of local fields and forests.

But the biggest news that month was the departure from Apple, yet again, of its cofounder, Steve Wozniak. Wozniak was then quietly working as a midlevel engineer in the Apple II division, serving as a humble mascot of the roots of the company and staying as far away from management and corporate politics as he could. He felt, with justification, that Jobs was not appreciative of the Apple II, which remained the cash cow of the company and accounted for 70% of its sales at Christmas 1984. “People in the Apple II group were being treated as very unimportant by the rest of the company,” he later said. “This was despite the fact that the Apple II was by far the largest-selling product in our company for ages, and would be for years to come.” He even roused himself to do something out of character; he picked up the phone one day and called Sculley, berating him for lavishing so much attention on Jobs and the Macintosh division. Frustrated, Wozniak decided to leave quietly to start a new company that would make a universal remote control device he had invented. It would control your television, stereo, and other electronic devices with a simple set of buttons that you could easily program. He informed the head of engineering at the Apple II division, but he didn’t feel he was important enough to go out of channels and tell Jobs or Markkula. So Jobs first heard about it when the news leaked in the Wall Street Journal. In his earnest way, Wozniak had openly answered the reporter’s questions when he called. Yes, he said, he felt that Apple had been giving short shrift to the Apple II division. “Apple’s direction has been horrendously wrong for five years,” he said.

I greatly admire first-class mimics’ super-sensitive powers of observation, the extraordinary accuracy with which they observe vocal production, inflexions, rhythms of speech, facial expressions and body language, all those tiny, unique traits which they can then reproduce so precisely. But I also can’t help wondering whether they are, unconsciously, observing others closely in the hope they can find something there that they can “borrow” and incorporate into their own personality structure, to strengthen their sense of self. Perhaps it’s an extreme form of the desire most people display early in their lives to find role models. Of course, once impersonators have developed this ability, they are rewarded by the delight they produce in an audience, whether they are at a party with friends, or earning a living on television, so they have no reason to stop, even though its original purpose has never really been accomplished.

THE TERRORIST ATTACKS came one after another during 1985, all broadcast live on network television to tens of millions of Americans. In June two Lebanese terrorists hijacked TWA Flight 847, murdered a Navy diver on board, and negotiated while mugging for cameras on a Beirut runway. In October the Palestinian terrorist Abu Abbas hijacked the cruise ship Achille Lauro in Italy, murdered a sixty-nine-year-old Jewish-American tourist, Leon Klinghoffer, dumped his body overboard, and ultimately escaped to Baghdad with Egyptian and Italian collaboration. Just after Christmas, Palestinian gunmen with the Abu Nidal Organization opened fire on passengers lined up at El Al ticket counters in Vienna and Rome, killing nineteen people, among them five Americans. One of the American victims was an eleven-year-old girl named Natasha Simpson who died in her father’s arms after a gunman unloaded an extra round in her head just to make sure. The attackers, boyish products of Palestinian refugee camps, had been pumped full of amphetamines by their handlers just before the holiday attacks.

But even if men wanted to read the truth about their condition, women would still be the decisive factor. Though both men and women read, women are in addition the big consumers. Since women do most of the buying, most advertising campaigns are aimed directly or indirectly at them. Since most Western papers are financed largely through advertising, they cannot risk displeasing women by their editorial content; the day on which they do so, they would hear from their advertisers in no uncertain terms. Men would not stand a chance, even if they wanted to publish independent opinions about women, of being published in any medium addressing both sexes, as the great majority do. The same is true of television, financed as it is in most Western countries by advertisers, promoters, publicity aimed at consumers. Here too the editorial content must pass female censorship. It is not pre-censored, of course, but subject to a censorship which functions on the principle that the producer is done for if the product does not sell. The producer is therefore motivated to avoid catastrophe by censoring himself.

These men, and the boys following in their footsteps, were socialized in childhood to exhibit the ideal masculine traits, including stoicism, aggressiveness, extreme self-confidence, and an unending competitiveness. Those who do not conform are punished by their fathers in the form of physical and emotional abuse, and then further socialized by the boys in their school and community who have been enduring their own abuse at home. If that isn’t enough, our culture then reflects those expectations in its television shows, movies, music, and especially in advertising, where products like construction-site-quality trucks, power tools, beer, gendered deodorant, and even yogurt promise to bestow masculinity for the right price. The masculinity that’s being sold, that’s being installed via systemic abuse, is fragile because, again, it is unattainable. Humans are not intended to suppress their emotions indefinitely, to always be confident and unflinching. Traditional masculinity, as we know it, is an unnatural state, and, as a consequence, men are constantly at war with themselves and the world around them.

Men like my father, and men like him who attend Trump rallies, join misogynistic subcultures, populate some of the most hateful groups in the world, and are prisoners of toxic masculinity, an artificial construct whose expectancies are unattainable, thus making them exceedingly fragile and injurious to others, not to mention themselves. The illusion convinces them from an early age that men deserve to be privileged and entitled, that women and men who don’t conform to traditional standards are second-class persons, are weak and thus detestable. This creates a tyrannical patriarchal system that tilts the world further in favor of men, and, as a side effect, accounts for a great deal of crimes, including harassment, physical and emotional abuse, rape, and even murder. These men, and the boys following in their footsteps, were socialized in childhood to exhibit the ideal masculine traits, including stoicism, aggressiveness, extreme self-confidence, and an unending competitiveness. Those who do not conform are punished by their fathers in the form of physical and emotional abuse, and then further socialized by the boys in their school and community who have been enduring their own abuse at home. If that isn’t enough, our culture then reflects those expectations in its television shows, movies, music, and especially in advertising, where products like construction-site-quality trucks, power tools, beer, gendered deodorant, and even yogurt promise to bestow masculinity for the right price. The masculinity that’s being sold, that’s being installed via systemic abuse, is fragile because, again, it is unattainable. Humans are not intended to suppress their emotions indefinitely, to always be confident and unflinching. Traditional masculinity, as we know it, is an unnatural state, and, as a consequence, men are constantly at war with themselves and the world around them.

This is what makes the unexamined life so dangerous. We think we are living life to the fullest but we aren’t. Instead, we are often trading long-term purpose for short-term pleasure. When we eat unhealthily, we miss an opportunity to fuel our bodies properly. When we watch too much TV or spend too much time online, we miss opportunities to interact with people in the real world. When we neglect to exercise, we miss the opportunity to enjoy the kinds of adventures available to those with physical stamina. When we stay up late and sleep through the morning, we may be missing out on the most productive period of our day. When we buy more than we need, we miss the opportunity to live free and unburdened. When we spend more than we earn, we shackle ourselves with bondage to debt. When we spend too much money on ourselves, we miss the opportunity to find greater joy by being generous to others. The way to avoid these kinds of mistakes is to live intentionally. That is, we examine our options and make choices with larger purposes and longer-term goals in mind. If an activity, a decision, or a habit is not bringing us closer to our purpose and passion, then we should remove it. Because most of the time it is only distracting us from what really matters.

What I have said about the newspapers and the movies applies equally to the radio, to television, and even to bookselling. Thus we are in an age where the enormous per capita bulk of communication is met by an ever-thinning stream of total bulk of communication. More and more we must accept a standardized inoffensive and insignificant product which, like the white bread of the bakeries, is made rather for its keeping and selling properties than for its food value. This is fundamentally an external handicap of modern communication, but it is paralleled by another which gnaws from within. This is the cancer of creative narrowness and feebleness. In the old days, the young man who wished to enter the creative arts might either have plunged in directly or prepared himself by a general schooling, perhaps irrelevant to the specific tasks he finally undertook, but which was at least a searching discipline of his abilities and taste. Now the channels of apprenticeship are largely silted up. Our elementary and secondary schools are more interested in formal classroom discipline than in the intellectual discipline of learning something thoroughly, and a great deal of the serious preparation for a scientific or a literary course is relegated to some sort of graduate school or other.

The age-old trick of transfer pricing Taking advantage of the fact that they operate in countries with different tax rates, TNCs [transnational corporations] have their subsidiaries over-charge or under-charge each other – sometimes grossly – so that profits are highest in those subsidiaries operating in countries with the lowest corporate tax rates. In this way, their global post-tax profit is maximized. A 2005 report by Christian Aid, the development charity, documents cases of under-priced exports like TV antennas from China at $0.40 apiece, rocket launchers from Bolivia at $40 and US bulldozers at $528 and over-priced imports such as German hacksaw blades at $5,485 each, Japanese tweezers at $4,896 and French wrenches at $1,089. The Starbucks and Google cases were different from those examples only in that they mainly involved ‘intangible assets’, such as brand licensing fees, patent royalties, interest charges on loans and in-house consultancy (e.g., coffee quality testing, store design), but the principle involved was the same. When TNCs evade taxes through transfer pricing, they use but do not pay for the collective productive inputs financed by tax revenue, such as infrastructure, education and R&D. This means that the host economy is effectively subsidizing TNCs.

However hyped the risk of germs may be, it is at least real. Some corporations go so far as to conjure threats where there are none. A television ad for Brita, the German manufacturer of water-filtration systems, starts with a close-up of a glass of water on a kitchen table. The sound of a flushing toilet is heard. A woman opens a door, enters the kitchen, sits at the table and drinks the water. The water in your toilet and the water in your faucet "come from the same source," the commercial concludes. Sharp-eyed viewers will also see a disclaimer a the start of the ad printed in tiny white letters: MUNICIPAL WATER IS TREATED FOR CONSUMPTION. This is effectively an admission that the shared origin of the water in the glass and the toilet is irrelevant and so the commercial makes no sense--at least not on a rational level. As a pitch aimed at Gut, however, it makes perfect sense. The danger of contaminated drinking water is as old as humanity, and the worst contaminant has always been feces. Our hardwired defense against contamination is disgust, an emotion that drives us to keep our distance from the contaminant. By linking the toilet and the drinking glass, the commercial connects feces to our home's drinking water and raises an ancient fear--a fear that can be eased with the purchase of one of the company's many fine products.

Taggart finally broke the pattern. "Can you at least explain why?" Jane growled. God, she hated being outnumbered. This was like riding herd on her little brothers, only worse because "I'll beat you if you do" wasn't an acceptable answer. "First rule of shooting a show on Elfhome." She grabbed Hal and made him face each of the two newbies so there was no way they could miss the mask of dark purple bruises across Hal's face. "Avoid getting 'The Face' damaged. Viewers don't like raccoon boys. Hal is out of production until the bruising can be covered with makeup. We've got fifty days and a grocery list of face-chewing monsters to film. We have to think about damage control." "Second rule!" She let Hal go and held up two fingers. "Get as much footage as possible of the monster before you kill it. People don't like looking at dead monsters if you don't give them lots of time seeing it alive. Right now we have got something dark moving at night in water. No one has ever seen this before, so we can't use stock footage to pad. We blow the whistle and it will come out of the water and try to rip your face off – violating rule one – and then we'll have to kill it and thus break rule two." "Sounds reasonable," Taggart said. "Would we really have to kill it?" Nigel's tone suggested he equated it to torturing kittens. "If it's trying its damnest to eat you? Yes!" Jane cried.

It is a gratuitous pastime to belittle the material achievements of capitalism by observing that there are things that are more essential for mankind than bigger and speedier motorcars, and homes equipped with central heating, air conditioning, refrigerators, washing machines, and television sets. There certainly are such higher and nobler pursuits. But they are higher and nobler precisely because they cannot be aspired to by any external effort, but require the individual’s personal determination and exertion. those levelling this reproach against capitalism display a rather crude and materialistic view in assuming that moral and spiritual culture could be built either by the government or by the organization of production activities. All that these external factors can achieve in this regard is to bring about an environment and a competence which offers the individuals the opportunity to work at their own personal perfection and edification. It is not the fault of capitalism that the masses prefer a boxing match to a performance of Sophocles’ Antigone, jazz music to Beethoven symphonies, and comics to poetry. But it is certain that while pre-capitalistic conditions as they still prevail in the much greater part of the world makes these good things accessible only to a small minority of people, capitalism gives to the many a favorable chance of striving after them.

In early 2016, Amazon was given a license by the Federal Maritime Commission to implement ocean freight services as an Ocean Transportation Intermediary. So, Amazon can now ship others’ goods. This new service, dubbed Fulfillment by Amazon (FBA), won’t do much directly for individual consumers. But it will allow Amazon’s Chinese partners to more easily and cost-effectively get their products across the Pacific in containers. Want to bet how long it will take Amazon to dominate the oceanic transport business? 67 The market to ship stuff (mostly) across the Pacific is a $ 350 billion business, but a low-margin one. Shippers charge $ 1,300 to ship a forty-foot container holding up to 10,000 units of product (13 cents per unit, or just under $ 10 to deliver a flatscreen TV). It’s a down-and-dirty business, unless you’re Amazon. The biggest component of that cost comes from labor: unloading and loading the ships and the paperwork. Amazon can deploy hardware (robotics) and software to reduce these costs. Combined with the company’s fledgling aircraft fleet, this could prove another huge business for Amazon. 68 Between drones, 757/ 767s, tractor trailers, trans-Pacific shipping, and retired military generals (no joke) who oversaw the world’s most complex logistics operations (try supplying submarines and aircraft carriers that don’t surface or dock more than once every six months), Amazon is building the most robust logistics infrastructure in history. If you’re like me, this can only leave you in awe: I can’t even make sure I have Gatorade in the fridge when I need it.

I know that the consequences of scientific illiteracy are far more dangerous in our time than in any that has come before. It’s perilous and foolhardy for the average citizen to remain ignorant about global warming, say, or ozone depletion, air pollution, toxic and radioactive wastes, acid rain, topsoil erosion, tropical deforestation, exponential population growth. Jobs and wages depend on science and technology. If our nation can’t manufacture, at high quality and low price, products people want to buy, then industries will continue to drift away and transfer a little more prosperity to other parts of the world. Consider the social ramifications of fission and fusion power, supercomputers, data “highways,” abortion, radon, massive reductions in strategic weapons, addiction, government eavesdropping on the lives of its citizens, high-resolution TV, airline and airport safety, fetal tissue transplants, health costs, food additives, drugs to ameliorate mania or depression or schizophrenia, animal rights, superconductivity, morning-after pills, alleged hereditary antisocial predispositions, space stations, going to Mars, finding cures for AIDS and cancer. How can we affect national policy—or even make intelligent decisions in our own lives—if we don’t grasp the underlying issues? As I write, Congress is dissolving its own Office of Technology Assessment—the only organization specifically tasked to provide advice to the House and Senate on science and technology. Its competence and integrity over the years have been exemplary. Of the 535 members of the U.S. Congress, rarely in the twentieth century have as many as one percent had any significant background in science. The last scientifically literate President may have been Thomas Jefferson.* So how do Americans decide these matters? How do they instruct their representatives? Who in fact makes these decisions, and on what basis? —

We have been removed from the environment within which we evolved and with which we are uniquely designed to interact. Now we interact and coevolve with only the grosser, more monolithic, human-made commercial forms which remain available within our new laboratory-space station. Because we live inside the new environment, we are not aware that any tradeoff has been made. We have had to sacrifice the billions of small, detailed, multispectral experiences—emotional, physical, instinctive, sensual, intuitive and mental—that were appropriate and necessary for humans interacting with natural environments. Like the Micronesian islander in Chapter Four trapped between two modes of experience, we have found that functioning on an earlier multidimensional level has become not only useless but counterproductive. If we remained so attuned to the varieties of snowflakes that we could find fifty-six varieties as the Eskimo can; or to dreams so that we could find hundreds of distinct patterns as the Senoi Indians can; or to the minute altitude strata, inch by inch above the ground, occupied by entirely different species of flying insects as the California Indians once could; all this sensitivity would cripple any attempt to get along in the modern world. None of it would get us jobs, which gets us money, which in turn gets us food, housing, transportation, products, or entertainment, which are the fulfillments presently available in our new world. We have had to re-create ourselves to fit. We have had to reshape our very personalities to be competitive, aggressive, mentally fast, charming and manipulative. These qualities succeed in today’s world and offer survival and some measure of satisfaction within the cycle of work-consume, work-consume, work-consume. As for any dormant anxieties or unreconstructed internal wilderness, these may be smoothed over by compulsive working, compulsive eating, compulsive buying, compulsive sex, and then our brands of soma: alcohol, Librium, Valium, Thorazine, marijuana and television.

I cooked with so many of the greats: Tom Colicchio, Eric Ripert, Wylie Dufresne, Grant Achatz. Rick Bayless taught me not one but two amazing mole sauces, the whole time bemoaning that he never seemed to know what to cook for his teenage daughter. Jose Andres made me a classic Spanish tortilla, shocking me with the sheer volume of viridian olive oil he put into that simple dish of potatoes, onions, and eggs. Graham Elliot Bowles and I made gourmet Jell-O shots together, and ate leftover cheddar risotto with Cheez-Its crumbled on top right out of the pan. Lucky for me, Maria still includes me in special evenings like this, usually giving me the option of joining the guests at table, or helping in the kitchen. I always choose the kitchen, because passing up the opportunity to see these chefs in action is something only an idiot would do. Susan Spicer flew up from New Orleans shortly after the BP oil spill to do an extraordinary menu of all Gulf seafood for a ten-thousand-dollar-a-plate fund-raising dinner Maria hosted to help the families of Gulf fishermen. Local geniuses Gil Langlois and Top Chef winner Stephanie Izard joined forces with Gale Gand for a seven-course dinner none of us will ever forget, due in no small part to Gil's hoisin oxtail with smoked Gouda mac 'n' cheese, Stephanie's roasted cauliflower with pine nuts and light-as-air chickpea fritters, and Gale's honey panna cotta with rhubarb compote and insane little chocolate cookies. Stephanie and I bonded over hair products, since we have the same thick brown curls with a tendency to frizz, and the general dumbness of boys, and ended up giggling over glasses of bourbon till nearly two in the morning. She is even more awesome, funny, sweet, and genuine in person than she was on her rock-star winning season on Bravo. Plus, her food is spectacular all day. I sort of wish she would go into food television and steal me from Patrick. Allen Sternweiler did a game menu with all local proteins he had hunted himself, including a pheasant breast over caramelized brussels sprouts and mushrooms that melted in your mouth (despite the occasional bit of buckshot). Michelle Bernstein came up from Miami and taught me her white gazpacho, which I have since made a gajillion times, as it is probably one of the world's perfect foods.

Neoliberal economics, the logic of which is tending today to win out throughout the world thanks to international bodies like the World Bank or the International Monetary Fund and the governments to whom they, directly or indirectly, dictate their principles of ‘governance’,10 owes a certain number of its allegedly universal characteristics to the fact that it is immersed or embedded in a particular society, that is to say, rooted in a system of beliefs and values, an ethos and a moral view of the world, in short, an economic common sense, linked, as such, to the social and cognitive structures of a particular social order. It is from this particular economy that neoclassical economic theory borrows its fundamental assumptions, which it formalizes and rationalizes, thereby establishing them as the foundations of a universal model. That model rests on two postulates (which their advocates regard as proven propositions): the economy is a separate domain governed by natural and universal laws with which governments must not interfere by inappropriate intervention; the market is the optimum means for organizing production and trade efficiently and equitably in democratic societies. It is the universalization of a particular case, that of the United States of America, characterized fundamentally by the weakness of the state which, though already reduced to a bare minimum, has been further weakened by the ultra-liberal conservative revolution, giving rise as a consequence to various typical characteristics: a policy oriented towards withdrawal or abstention by the state in economic matters; the shifting into the private sector (or the contracting out) of ‘public services’ and the conversion of public goods such as health, housing, safety, education and culture – books, films, television and radio – into commercial goods and the users of those services into clients; a renunciation (linked to the reduction in the capacity to intervene in the economy) of the power to equalize opportunities and reduce inequality (which is tending to increase excessively) in the name of the old liberal ‘self-help’ tradition (a legacy of the Calvinist belief that God helps those who help themselves) and of the conservative glorification of individual responsibility (which leads, for example, to ascribing responsibility for unemployment or economic failure primarily to individuals, not to the social order, and encourages the delegation of functions of social assistance to lower levels of authority, such as the region or city); the withering away of the Hegelian–Durkheimian view of the state as a collective authority with a responsibility to act as the collective will and consciousness, and a duty to make decisions in keeping with the general interest and contribute to promoting greater solidarity. Moreover,