Consumers and imagination..

The ideological battle is really a struggle for the imagination. The west won the struggle for the imagination via Hollywood and a box of Fruit Loops. Underlying this is fundamental market dynamics that relies on a viable consumer base. The U.S.S.R. had good infrastructure but no significant consumer base that was dying to have social acceptance with a pair of Fruit Of The Looms or Gap shoes. However, no society saw or was infected by the power of consumerism prior to the 1930's. All societies were essentially agrarian and utilitarian. A well tailored suit with good material had its value in an agrarian, utilitarian society whether or not the suit had a label. The power of labels and brands had yet to emerge. After 1930, without consumers spending collectively billions of dollars on consumer products or simply donuts and hot chocolate every minute and second as in the west, it is easy to see why the U.S.S.R ran out of pep. But, practically speaking, the U.S.S.R. was a common market not unlike the E.U. But one in which they had very little market and very little consuming, a small consumer base and little consumerism. Such lack of consumerism did not dent their initial success as exemplified by beautifying infrastructure projects as seen in the Russian subway system prior to the 1930's. Consumerism was not a significant factor initially. The U.S.S.R. had its hour and generation of flourishing. After the 30's, consumerism was a new factor. Their social programs were also a key success evidently with 100 percent literacy. World War II, however, was a cathartic respite from the consumerism and commercialism whether people recognized this in their experience or not. They could focus on community and on being human instead of the cannibalizing and consuming focus on consumerism. Without a vision, the people perish. Without an imagination, there is no people. It is important to carefully construct an imagination that will be a foundation for the current and future generations. Art imitates life but life and individuals are impacted emotionally, spiritually and morally by the media quite heavily. Life imitates art and Miley Cyrus should keep her clothes on and stay out of strip clubs when doing music video clubs. A meadow would be nice or a nice drive along route 66. A walk along the river Sienne would sell the music as well. The album would still sell quite well! The message of Hollywood can be simplified as follows and is universally relative; we are consumers and also individuals and as individuals, we choose to believe that there is a supreme being in our lives most often than not every day and every minute. This is the message of Gravity and Castaway. The message is essentially the same. Hollywood is worship; essentially of truth over error when taken in balance. Hollywood is a collection of promises to love your neighbor as yourself and if this was not so, the director could not be confident about his pay from the movie company and the actor could not rely on the director. Hollywood is evidence of the most essential social contract; the ten commandments in that we should treat others as we wish to be treated. Otherwise, it could not maintain its function. In this, the message is to choose life and life more abundantly. Deuteronomy 11 and 30:19 makes this clear. We are extolled to choose life. In balance, the peace of the gospel is being disseminated.

W. Lyon.