“Mass consumption, advertising, and mass art are a corporate Frankenstein; while they reinforce the system, they also undermine it. By continually pushing the message that we have the right to gratification now, consumerism at its most expansive encouraged a demand for fulfillment that could not so easily be contained by products…”

— Ellen Willis

"Introduction", Beginning To See the Light: Pieces of a Decade (1981)

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Ellen Willis 43

writer, activist 1941–2006

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“The encouragement of mere consumption is no benefit to commerce; for the difficulty lies in supplying the means, not in stimulating the desire of consumption; and we have seen that production alone, furnishes those means. Thus, it is the aim of good government to stimulate production, of bad government to encourage consumption.”

Jean-Baptiste Say (1767–1832) French economist and businessman

Source: A Treatise On Political Economy (Fourth Edition) (1832), Book I, On Production, Chapter XV, p. 138

“While, under the handicraft of small-unit system of production was that typical a century ago, demand created the supply, today supply must actively seek to create its corresponding demand. A single factory, potentially capable of supplying a whole continent with its particular product, cannot afford to wait until the public asks for its product; it must maintain constant touch, through advertising and propaganda, with the vast public in order to assure itself the continuous demand which alone will make its costly plant profitable. This entails a vastly more complex system of distribution than formerly.”

Edward Bernays book Propaganda

Page 84
Propaganda (1928)

“Advertising has formed us to give our affection not only to the products we consume, but also to the personified corporations that supply them.”

Skye Jethani

The Divine Commodity: Discovering A Faith Beyond Consumer Christianity (2009, Zondervan)

“Consumerism is the worship of the god of quantity; advertising is its liturgy. Advertising is schooling in false longing.”

John O'Donohue (1956–2008) Irish writer, priest and philosopher

Source: Eternal Echoes: Celtic Reflections on Our Yearning to Belong

“Gravitation is not only similar to inertia in its generality, it is also measured by the same number… the mass. The inertial mass is what Newton calls the "quantity of matter": it is a measure for the resistance offered by a body to a force trying to alter its state of motion. It might be called the "passive mass." The gravitational mass, on the other hand, is a measure of the force exerted by the body in attracting other bodies. We might call it the "active" mass. The equality of active and passive, or gravitational and inertial, mass was in Newton's system a most remarkable accidental co-incidence, something like a miracle. Newton himself decidedly felt it as such, and made experiments to verify it, by swinging a pendulum with a hollow bob which could be filled with different materials. The force acting on the pendulum is proportional to its gravitational mass, the inertia to its inertial mass: the period of its swing thus depends on the ratio between these two masses. The fact that the period is always the same therefore proves that the gravitational and inertial masses are equal.”

Willem de Sitter (1872–1934) Dutch cosmologist

Kosmos (1932), Above is Beginning Quote of the Last Chapter: Relativity and Modern Theories of the Universe -->

“A religion so cheerless, a philosophy so sorrowful, could never have succeeded with the masses of mankind if presented only as a system of metaphysics. Buddhism owed its success to its catholic spirit and its beautiful morality.”

William Winwood Reade (1838–1875) British historian

Source: The Martyrdom of Man (1872), Chapter IV, "Intellect", p. 385.

“One who would influence the masses must have recourse to the art of advertisement. The clamour of puffery is to-day requisite even for an intellectual movement.”

Karl Jaspers (1883–1969) German psychiatrist and philosopher

Man in the Modern Age (1933)
Context: When the titanic apparatus of the mass-order has been consolidated, the individual has to serve it, and must from time to time combine with his fellows in order to renovate it. If he wants to make his livelihood by intellectual activity, he will find it very difficult to do this except by satisfying the needs of the many. He must give currency to something that will please the crowd. They seek satisfaction in the pleasures of the table, eroticism, self-assertion; they find no joy in life if one of these gratifications be curtailed. They also desire some means of self-knowledge. They desire to be led in such as way that they can fancy themselves leaders. Without wishing to be free, they would fain be accounted free. One who would please their taste must produce what is really average and commonplace, though not frankly styled such; must glorify or at least justify something as universally human. Whatever is beyond their understanding is uncongenial to them.
One who would influence the masses must have recourse to the art of advertisement. The clamour of puffery is to-day requisite even for an intellectual movement. The days of quiet and unpretentious activity seem over and done with. You must keep yourself in the public eye, give lectures, make speeches, arouse a sensation. Yet the mass-apparatus lacks true greatness of representation, lacks solemnity. <!-- pp. 43 - 44

“What is the source of the influence of fascism over the masses? Fascism is able to attract the masses because it demagogically appeals to their most urgent needs and demands. Fascism not only inflames prejudices that are deeply ingrained in the masses, but also plays on the better sentiments of the masses, on their sense of justice and sometimes even on their revolutionary traditions.”

Georgi Dimitrov (1882–1949) Bulgarian politician

Source: The Fascist Offensive and the Tasks of the Communist International in the Struggle of the Working Class against Fascism, Ch. 1.
Context: What is the source of the influence of fascism over the masses? Fascism is able to attract the masses because it demagogically appeals to their most urgent needs and demands. Fascism not only inflames prejudices that are deeply ingrained in the masses, but also plays on the better sentiments of the masses, on their sense of justice and sometimes even on their revolutionary traditions. Why do the German fascists, those lackeys of the bourgeoisie and mortal enemies of socialism, represent themselves to the masses as "Socialists," and depict their accession to power as a "revolution"? Because they try to exploit the faith in revolution and the urge towards socialism that lives in the hearts of the mass of working people in Germany.

“Both the law of inertia and the law of gravitation contain a numerical factor or a constant belonging to matter, which is called mass. We have thus two definitions of mass; one by the law of inertia: mass is the ratio between force and acceleration. We may call the mass thus defined the inertial or passive mass, as it is a measure of the resistance offered by matter to a force acting on it. The second is defined by the law of gravitation, and might be called the gravitational or active mass, being a measure of the force exerted by one material body on another. The fact that these two constants or coefficients are the same is, in Newton's system, to be considered as a most remarkable accidental coincidence and was decidedly felt as such by Newton himself. He made experiments to determine the equality of the two masses by swinging a pendulum, of which the bob was hollow and could be filled up with different materials. The force acting on the pendulum is proportional to its active mass, its inertia is proportional to its passive mass, so that the period will depend on the ratio of the passive and the active mass. Consequently the fact that the period of all these different pendulums was the same, proves that this ratio is a constant, and can be made equal to unity by a suitable choice of units, i. e., the inertial and the gravitational mass are the same. These experiments have been repeated in the nineteenth century by Bessel, and in our own times by Eötvös and Zeeman, and the identity of the inertial and the gravitational mass is one of the best ascertained empirical facts in physics-perhaps the best. It follows that the so-called fictitious forces introduced by a motion of the body of reference, such as a rotation, are indistinguishable from real forces…. In Einstein's general theory of relativity there is also no formal theoretical difference, as there was in Newton's system…. the equality of inertial and gravitational mass is no longer an accidental coincidence, but a necessity.”

Willem de Sitter (1872–1934) Dutch cosmologist

p, 125
"The Astronomical Aspect of the Theory of Relativity" (1933)

“What role would men and governments in new countries like the mass media to play?… The mass media can help to present Singapore's problems simply and clearly and then explain how if they support certain programmes and policies these problems can be solved. More important, we want the mass media to reinforce, not to undermine, the cultural values and social attitudes being inculcated in our schools and universities.”

Lee Kuan Yew (1923–2015) First Prime Minister of Singapore

Address To The General Assembly Of The International Press Institute At Helsinki Wednesday, 9th June, 1971 http://journalism.sg/lee-kuan-yews-1971-speech-on-the-press/
1970s

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Ellen Willis 43

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