Burning Desires

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Storytellers for the Masses

“Mass media organizations are the culture producers in modern society.”


Captain Bob suggested that everyone turn in early for the night to get some rest for an early morning departure the next day — a good night’s sleep is one of the best natural defenses against seasickness. We would have three long days at sea ahead of us before reaching our next island destination.


To wind down the evening and lighten the mood, I sang a few Jimmy Buffet tunes and commented on the fine meal Lua had prepared for us.


We finished eating and the passengers headed back to their cabins for the night.


Paul and Julie walked back together, as did Tucker and Clara — arguing about something yet playfully bumping into each other on occasion as they made their way across the soft, uneven beach sand.


Bob, Lua, and I broke down the canopy tent and packed up the supplies to bring them back to the boat. Bob retrieved the video camera from behind the trees.


Would SlimC like the footage from this evening? Things were certainly heating up, but not with the love, romance, or emotional drama he was hoping for.


Tomorrow we would leave this comfortable beach behind and spend three days together at sea. Bob and I both shared a mild anxiety about what might happen on this next leg of the journey. There would be nowhere to go if things got out of hand between angry, stressed, or panicking passengers — no island forests to escape into, no secluded beach coves for some wind-down alone time.


Lua, a seasoned crew member with plenty of experience aboard cruising boats with ‘green’ passengers, also knew how difficult and tense these long ocean passages could be, yet she was remarkably relaxed and buoyant. She did not seem the least concerned about the next few days at sea. Hmm …


Lua commneted, as we slowly walked back to Kalea,


“That was a fascinating conversation on the beach. Don’t you think so, Mister Rico?”


“Yeah, sure was.”


“You were listening, weren’t you? You know, there is a big difference between listening and just waiting for your turn to speak. Tucker is a natural extrovert and big talker, a personality type that is well-suited for success in a society dominated by a pervasive ‘culture of personality,’ excessive celebrity worship, and where one’s ‘brand,’ hollow though it may be, exerts a strong gravitational pull of tribal identity. It is an operating mode that has infected many of the institutions today. But I’ve always preferred to listen more than talk. One learns so much more from listening than speaking. A bit of wisdom and understanding is the reward you get for more listening and less talking. Most people do not listen very well. Either their minds are a constant whirlwind of their own thoughts, beliefs, ideas, opinions, and conclusions, or they think talking is somehow strong while listening is weak.”


I understood. From my own experiences, I had observed that almost every problem within a family always seems to start with bad communication. Someone simply isn’t listening.


Lua went on to say,


Listening is such an important act. It requires us to be fully present, and that takes practice, but listening doesn’t have to involve anything else at that moment. We don’t have to advise, or coach, or sound wise. We just have to be willing to sit there and listen. Listening to somebody, completely, attentively, is more than just hearing and processing the words they say. When you are truly listening, you are also paying attention to the feeling of what is being conveyed, to the whole of it, not just the verbal part of it.”


Lua continued,


“And listen to the story. What is being said? Why? Stories have real power. Think about it; to control society, you don’t need to control its courts or armies, you just need to control its stories.”


Yes, and television shows and envy-producing advertising are telling most of the stories most of the time to most of the people, I thought to myself. Mass media organizations are the culture producers in modern society. The increasingly monopolized private sphere of the media — effectively a consciousness industry — increasingly diverts and distracts attention away from important political and social issues, insulating existing networks of power and domination from any serious challenges.


The post-war creation of mass consumer culture — consumerism — as a response to overproduction from cheap fossil fuels and innovation and fueled by a global annual advertising budget in the hundreds of billions of dollars, along with the expansion of easy credit, has been a boon to many and thus shielded the dominant growth-based political economy from meaningful social criticism. This consumerism, unlike the ordinary consumption levels humans beings require to live well, is a deliberate organizing principle of a linear take-make-waste economy based on abundant cheap fossil fuels and overcapacity of production.


Sadly, even mainstream environmental discourse has been seduced by the siren song of consumerism (as ecomodernism), proffering green consumption and recycling (a.k.a., Garbage 2.0) as legitimate, feel-good, technological, market-based responses to ecological crises. Media exposure, much of which reinforces consumer culture norms and economic growth narratives, occupies from one-third to one-half of people’s waking hours. Clearly, any program of transformative culture change must confront the substantial role of the media in reinforcing dominant discourses of economic growth and consumerism. It must generate and disseminate an alternative story.


The goal of an economy should be to minimize natural inputs to attain a sufficient standard of living. This can be done by slowly and carefully evaluating and applying efficient technologies aimed at genuinely valuable purposes.


The ultimate purpose of an economy, after all, is the maintenance and enjoyment of life for a long time at a sufficient level of wealth for a good life. The economy should not simply be an ‘idiot machine’ that maximizes waste in an attempt to satiate what are now obviously insatiable human desires for material wealth and extremes of comfort, convenience, and security.

Burning Desires

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​© 2020 Rich 'Rico' Leon