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Showing 15 similar quotes for quote #1028 from The Origins of Consciousness in the Breakdown of the Bicameral Mind by Julian Jaynes

The Book: On the Taboo Against Knowing Who You Are

Publisher: kindle import (0)

If a description of the human body must include the description of what it, and all its 'parts,' are doing—that is, of its behavior—this behavior will be one thing in the open air but quite another in a vacuum, in a furnace, or under water. Blood in a test-tube is not the same thing as blood in the veins because it is not behaving in the same way. Its behaviour has changed because its environment or context has changed, just as the meaning of one and the same word may change according to the kind of sentence in which it is used. There is a vast difference between the bark of a tree and the bark of a dog. It is not enough, therefore, to describe, define, and try to understand things or events by analysis alone, by taking them to pieces to find out 'how they are made.' This tells us much, but probably rather less than half the story. Today, scientists are more and more aware that what things are, and what they are doing, depends on where and when they are doing it. If, then, the definition of a thing or event must include definition of its environment, we realize that any given thing goes with a given environment so intimately and inseparably that it is more and more difficult to draw a clear boundary between the thing and its surroundings. This was the grain of truth in the primitive and unreliable science of astrology—as there were also grains of truth in alchemy, herbal medicine, and other primitive sciences. For when the astrologer draws a picture of a person's, character or soul, he draws a horoscope—that is, a very rough and incomplete picture of the whole universe as it stood at the moment of that person's birth. But this is at the same time a vivid way of saying that your soul, or rather your essential Self, is the whole cosmos as it is centered around the particular time, place, and activity called John Doe. Thus the soul is not in the body, but the body in the soul, and the soul is the entire network of relationships and processes which make up your environment, and apart from which you are nothing. A scientific astrology, if it could ever be worked out, would have to be a thorough description of the individual's total environment—social, biological, botanical, meteorological, and astronomical—throughout every moment of his life.

The image of God as a personal Being, somehow 'outside' or other than the world, had the merit of letting us feel that life is based on intelligence, that the laws of nature are everywhere consistent in that they proceed from one ruler, and that we could let our imaginations go to the limit in conceiving the sublime qualities of this supreme and perfect Being. The image also gave everyone a sense of importance and meaning. For this God is directly aware of every tiniest fragment of dust and vibration of energy, since it is just his awareness of it that enables it to be. This awareness is also love and, for angels and men at least, he has planned an everlasting life of the purest bliss which is to begin at the end of mortal time. But of course there are strings attached to this reward, and those who purposely and relentlessly deny or disobey the divine will must spend eternity in agonies as intense as the bliss of good and faithful subjects. The problem of this image of God was that it became too much of a good thing. Children working at their desks in school are almost always put off when even a kindly and respected teacher watches over their shoulders. How much more disconcerting to realize that each single deed, thought, and feeling is watched by the Teacher of teachers, that nowhere on earth or in heaven is there any hiding-place from that Eye which sees all and judges all. To many people it was therefore an immense relief when Western thinkers began to question this image and to assert that the hypothesis of God was of no help in describing or predicting the course of nature. If everything, they said, was the creation and the operation of God, the statement had no more logic than 'Everything is up.' But, as, so often happens, when one tyrant is dethroned, a worse takes his place. The Crackpot Myth was retained without the Potter. The world was still understood as an artifact, but on the model of an automatic machine. The laws of nature were still there, but no lawmaker. According to the deists, the Lord had made this machine and set it going, but then went to sleep or off on a vacation. But according to the atheists, naturalists, and agnostics, the world was fully automatic. It had constructed itself, though not on purpose. The stuff of matter was supposed to consist of atoms like minute billiard balls, so small as to permit no further division or analysis. Allow these atoms to wiggle around in various permutations and combinations for an indefinitely long time, and at some time in virtually infinite time they will fall into the arrangement that we now have as the world. The old story of the monkeys and typewriters. In this fully Automatic Model of the universe shape and stuff survived as energy and matter. Human beings, mind and body included, were parts of the system, and thus they were possessed of intelligence and feeling as a consequence of the same interminable gyrations of atoms. But the trouble about the monkeys with typewriters is that when at last they get around to typing the Encyclopaedia Britannica, they may at any moment relapse into gibberish. Therefore, if human beings want to maintain their fluky status and order, they must work with full fury to defeat the merely random processes of nature. It is most strongly emphasized in this myth that matter is brute and energy blind, that all nature outside human, and some animal, skins is a profoundly stupid and insensitive mechanism. Those who continued to believe in Someone-Up-There-Who-Cares were ridiculed as woolly-minded wishful thinkers, poor weaklings unable to face man's grim predicament in a heartless universe where survival is the sole privilege of the tough guys. If the all-too-intelligent God was disconcerting, relief in getting rid of him was short-lived. He was replaced by the Cosmic Idiot, and people began to feel more estranged from the universe than ever. This situation merely reinforced the illusion of the loneliness and separateness of the ego (now a 'mental mechanism') and people calling themselves naturalists began the biggest war on nature ever waged. In one form or another, the myth of the Fully Automatic Model has become extremely plausible, and in some scientific and academic disciplines it is as much a sacrosanct dogma as any theological doctrine of the past—despite contrary trends in physics and biology. For there are fashions in myth, and the world-conquering West of the nineteenth century needed a philosophy of life in which realpolitik— victory for the tough people who face the bleak facts—was the guiding principle. Thus the bleaker the facts you face, the tougher you seem to be. So we vied with each other to make the Fully Automatic Model of the universe as bleak as possible. Nevertheless it remains a myth, with all the positive and negative features of myth as an image used for making sense of the world. It is doubtful whether Western science and technology would have been possible unless we had tried to understand nature in terms of mechanical models.

The Bakhtin Reader

Author: Bakhtin, Medvedev, Voloshinov, Pam Morris (Editor)

Publisher: Arnold (2001)

51-52

Every ideological sign is not only a reflection, a shadow, of reality, but is also itself a material segment of that very reality. Every phenomenon functioning as an ideological sign has some kind of material embodiment, whether in sound, physical mass, color, movements of the body, or the like. In this sense, the reality of the sign is fully objective and lends itself to a unitary, monistic, objective method of study. A sign is a phenomenon of the external world. Both the sign itself and all the effects it produces (all those actions, reactions and new signs it elicits in the surrounding social milieu) occur in outer experience. \nThis is a point of extreme importance. Yet, elementary and self-evident as it may seem, the study of ideologies has still not drawn all the conclusions that follow from it. \nThe idealistic philosophy of culture and psychologistic cultural studies locate ideology in the consciousness. Ideology, they assert, is a fact of consciousness; the external body of the sign is merely a coating, merely a technical means for the realization of the inner effect, which is understanding. \nIdealism and psychologism alike overlook the fact that understanding itself can come about only within some kind of semiotic material (e.g., inner speech), that sign bears upon sign, that consciousness itself can arise and become a viable fact only in the material embodiment of signs. The understanding of a sign is, after all, an act of reference between the sign apprehended and other, already known signs; in other words, understanding is a response to a sign with signs. And this chain of ideological creativity and understanding, moving from sign to sign and then to a new sign, is perfectly consistent and continuous: from one link of a semiotic nature (hence, also of a material nature) we proceed uninterruptedly to another link of exactly the same nature. And nowhere is there a break in the chain, nowhere does the chain plunge into inner being, nonmaterial in nature and unembodied in signs. \nThis ideological chain stretches from individual consciousness to individual consciousness, connecting them together. Signs emerge, after all, only in the process of interaction between one individual consciousness and another. And the individual consciousness itself is filled with signs. Consciousness becomes consciousness only once it has been filled with ideological (semiotic) content, consequently, only in the process of social interaction... \nSigns can arise only on interindividual territory. It is territory that cannot be called 'natural' in the direct sense of the word: signs do not arise between two members of the species Homo sapiens. It is essential that the two individuals be organized socially, that they compose a group (a social unit); only then can the medium of signs take shape between them. The individual consciousness not only cannot be used to explain anything, but, on the contrary, is itself in need of explanation from the vantage point of the social, ideological medium. \n*The individual consciousness is a social-ideological fact*. Not until this point is recognized with due provision for all the consequences that follow from it will it be possible to construct either an objective psychology of an objective study of ideologies... \nNo cultural sign, once taken in and given meaning, remains in isolation: it becomes part of the unity of the verbally constituted consciousness. It is in the capacity of the consciousness to find verbal access to it. Thus, as it were, spreading ripples of verbal responses and resonances form around each and every ideological sign. Every ideological refraction of existence in process of generation, no matter what the nature of its significant material, is accompanied by ideological refraction in word as an obligatory concomitant phenomenon. \n

The Society of the Spectacle

Author: Guy Debord

Publisher: kindle import (0)

The utopian currents of socialism, though they are historically grounded in criticism of the existing social system, can rightly be called utopian insofar as they ignore history (that is, insofar as they ignore actual struggles taking place and any passage of time outside the immutable perfection of their image of a happy society), but not because they reject science. On the contrary, the utopian thinkers were completely dominated by the scientific thought of earlier centuries. They sought the completion and fulfillment of that general rational system. They did not consider themselves unarmed prophets, for they firmly believed in the social power of scientific proof and even, in the case of Saint-Simonism, in the seizure of power by science. “Why,” Sombart asked, “would they want to seize through struggle what merely needed to be proved?” But the utopians’ scientific understanding did not include the awareness that some social groups have vested interests in maintaining the status quo, forces to maintain it, and forms of false consciousness to reinforce it. Their grasp of reality thus lagged far behind the historical reality of the development of science itself, which had been largely oriented by the social requirements arising from such factors, which determined not only what findings were considered acceptable, but even what might or might not become an object of scientific research. The utopian socialists remained prisoners of the scientific manner of expounding the truth, viewing this truth as a pure abstract image—the form in which it had established itself at a much earlier stage of social development. As Sorel noted, the utopians took astronomy as their model for discovering and demonstrating the laws of society; their unhistorical conception of harmony was the natural result of their attempt to apply to society the science least dependent on history. They described this harmony as if they were Newtons discovering universal scientific laws, and the happy ending they constantly evoked “plays a role in their social science analogous to the role of inertia in classical physics” (Materials for a Theory of the Proletariat).

Beginner's Guide to Revelation: A Jungian Interpretation

Author: Robin Robertson

Publisher: Nicholas-Hays Inc (1994)

The RICH Economy

Author: Robert Anton Wilson

Publisher: Ronin Publishing, Inc (1980)

If there is one proposition which currently wins the assent of nearly everybody, it is that we need more jobs. 'A cure for unemployment' is promised, or earnestly sought, by every Heavy Thinker from Jimmy Carter to the Communist Party USA, from Ronald Reagan to the head of the economics department at the local university, from the Birchers to the New Left. \r\n \r\nI would like to challenge that idea. I don't think there is, or ever again can be, a cure for unemployment. I propose that unemployment is not a disease, but the natural, healthy functioning of an advanced technological society. \r\n \r\nThe inevitable direction of any technology, and of any rational species such as Homo sap., is toward what Buckminster Fuller calls ephemeralization, or doing-more-with-less. For instance, a modern computer does more (handles more bits of information) with less hardware than the proto-computers of the late '40's and '50's. One worker with a modern teletype machine does more in an hour than a thousand medieval monks painstakingly copying scrolls for a century. Atomic fission does more with a cubic centimeter of matter than all the engineers of the 19th Century could do with a million tons, and fusion does even more. \r\n \r\n*Unemployment is not a disease; so it has no 'cure.'* \r\n \r\nThis tendency toward ephemeralization or doing more-with-less is based on two principal factors, viz: \r\n \r\nThe increment-of-association, a term coined by engineer C.H. Douglas, a meaning simply that when we combine our efforts we can do more than the sum of what each of us could do separately. Five people acting synergetically together can lift a small modern car, but if each of the five tries separately, the car will not budge. As society evolved from tiny bands, to larger tribes, to federations of tribes, to city-states, to nations, to multinational alliances, the increment-of-association increased exponentially. A stone-age hunting band could not build the Parthenon; a Renaissance city-state could not put Neil Armstrong on the Moon. When the increment-of-association increases, through larger social units, doing-more-with-less becomes increasingly possible. \r\n\r\nKnowledge itself is inherently self-augmenting. Every discovery 'suggests' further discoveries; every innovation provokes further innovations. This can be seen concretely, in the records of the U.S. Patent Office, where you will find more patents granted every year than were granted the year before, in a rising curve that seems to be headed toward infinity. If Inventor A can make a Whatsit out of 20 moving parts, Inventor B will come along and build a Whatsit out of 10 moving parts. If the technology of 1900 can get 100 ergs out of a Whatchamacallum, the technology of 1950 can get 1,000 ergs. Again, the tendency is always toward doing-more-with-less. \r\n \r\nUnemployment is directly caused by this technological capacity to do more-with-less. Thousands of monks were technologically unemployed by Gutenberg. Thousands of blacksmiths were technologically unemployed by Ford's Model T. Each device that does-more-with-less makes human labor that much less necessary. \r\n \r\nAristotle said that slavery could only be abolished when machines were built that could operate themselves. Working for wages, the modern equivalent of slavery -- very accurately called 'wage slavery' by social critics -- is in the process of being abolished by just such self-programming machines. In fact, Norbert Wiener, one of the creators of cybernetics, foresaw this as early as 1947 and warned that we would have massive unemployment once the computer revolution really got moving. \r\n \r\nIt is arguable, and I for one would argue, that the only reason Wiener's prediction has not totally been realized yet -- although we do have ever-increasing unemployment -- is that big unions, the corporations, and government have all tacitly agreed to slow down the pace of cybernation, to drag their feet and run the economy with the brakes on. This is because they all, still, regard unemployment as a 'disease' and cannot imagine a 'cure' for the nearly total unemployment that full cybernation will create. \r\n \r\nSuppose, for a moment, we challenge this Calvinistic mind-set. Let us regard wage-work -- as most people do, in fact, regard it -- as a curse, a drag, a nuisance, a barrier that stands between us and what we really want to do. In that case, your job is the disease, and unemployment is the cure. \r\n \r\n'But without working for wages we'll all starve to death!?! Won't we?' \r\n \r\nNot at all. Many farseeing social thinkers have suggested intelligent and plausible plans for adapting to a society of rising unemployment. Here are some examples. \r\n \r\nThe National Dividend. This was invented by engineer C. H. Douglas and has been revived with some modifications by poet Ezra Pound and designer Buckminster Fuller. The basic idea (although Douglas, Pound, and Fuller differ on the details) is that every citizen should be declared a shareholder in the nation, and should receive dividends on the Gross National Product for the year. Estimates differ as to how much this would be for each citizen, but at the current level of the GNP it is conservative to say that a share would be worth several times as much, per year, as a welfare recipient receives -- at least five times more. Critics complain that this would be inflationary. Supporters of the National Dividend reply that it would only be inflationary if the dividends distributed were more than the GNP; and they are proposing only to issue dividends equal to the GNP. \r\n\r\nThe Guaranteed Annual Income. This has been urged by economist Robert Theobald and others. The government would simply establish an income level above the poverty line and guarantee that no citizen would receive less; if your wages fall below that level, or you have no wages, the government makes up the difference. This plan would definitely cost the government less than the present welfare system, with all its bureaucratic red tape and redundancy: a point worth considering for those conservatives who are always complaining about the high cost of welfare. It would also spare the recipients the humiliation, degradation and dehumanization built into the present welfare system: a point for liberals to consider. A system that is less expensive than welfare and also less debasing to the poor, it seems to me, should not be objectionable to anybody but hardcore sadists. \r\n \r\nThe Negative Income Tax. This was first devised by Nobel economist Milton Friedman and is a less radical variation on the above ideas. The Negative Income Tax would establish a minimum income for every citizen; anyone whose income fell below that level would receive the amount necessary to bring them up to that standard. Friedman, who is sometimes called a conservative but prefers to title himself a libertarian, points out that this would cost 'the government' (i.e. the taxpayers) less than the present welfare system, like Theobald's Guaranteed Annual Income. It would also dispense with the last tinge of humiliation associated with government 'charity,' since when you cashed a check from IRS nobody (not even your banker) would know if it was supplementary income due to poverty or a refund due to overpayment of last year's taxes. \r\n \r\nThe RICH Economy. This was devised by inventor L. Wayne Benner (co-author with Timothy Leary of Terra II) in collaboration with the present author. It's a four-stage program to retool society for the cybernetic and space-age future we are rapidly entering. RICH means Rising Income through Cybernetic Homeostasis.\r\n \r\n*Stage I* is to recognize that cybernation and massive unemployment are inevitable and to encourage them. This can be done by offering a $100,000 reward to any worker who can design a machine that will replace him or her, and all others doing the same work. In other words, instead of being dragged into the cybernetic age kicking and screaming, we should charge ahead bravely, regarding the Toilless Society as the Utopian goal humanity has always sought. \r\n \r\n*Stage II* is to establish either the Negative Income Tax or the Guaranteed Annual Income, so that the massive unemployment caused by Stage I will not throw hordes of people into the degradation of the present welfare system.\r\n \r\n*Stage III* is to gradually, experimentally, raise the Guaranteed Annual Income to the level of the National Dividend suggested by Douglas, Bucky Fuller, and Ezra Pound, which would give every citizen the approximate living standard of the comfortable middle class. The reason for doing this gradually is to pacify those conservative economists who claim that the National Dividend is 'inflationary' or would be practically wrecking the banking business by lowering the interest rate to near-zero. It is our claim that this would not happen as long as the total dividends distributed to the populace equaled the Gross National Product. but since this is a revolutionary and controversial idea, it would be prudent, we allow, to approach it in slow steps, raising the minimum income perhaps 5 per cent per year for the first ten years. And, after the massive cybernation caused by Stage I has produced a glut of consumer goods, experimentally raise it further and faster toward the level of a true National Dividend. \r\n \r\n*Stage IV* is a massive investment in adult education, for two reasons.\r\n\r\nPeople can spend only so much time fucking, smoking dope, and watching TV; after a while they get bored. This is the main psychological objection to the workless society, and the answer to it is to educate people for functions more cerebral than fucking, smoking dope, watching TV, or the idiot jobs most are currently toiling at. \r\n \r\nThere are vast challenges and opportunities confronting us in the next three or four decades, of which the most notable are those highlighted in Tim Leary's SMI2LE slogan -- Space Migration, Intelligence Increase, Life Extension. Humanity is about to enter an entirely new evolutionary relationship to space, time, and consciousness. We will no longer be limited to one planet, to a brief, less-than-a-century lifespan, and to the stereotyped and robotic mental processes by which most people currently govern their lives. Everybody deserves the chance, if they want it, to participate in the evolutionary leap to what Leary calls 'more space, more time, and more intelligence to enjoy space and time.'\r\n \r\nWhat I am proposing, in brief, is that the Work Ethic (find a Master to employ you for wages, or live in squalid poverty) is obsolete. A Work Esthetic will have to arise to replace this old Stone Age syndrome of the slave, the peasant, the serf, the prole, the wage-worker -- the human labor-machine who is not fully a person but, as Marx said, ' a tool, an automaton.' Delivered from the role of things and robots, people will learn to become fully developed persons, in the sense of the Human Potential movement. They will not seek work out of economic necessity, but out of psychological necessity -- as an outlet for their creative potential.\r\n \r\n ('Creative potential' is not a panchreston. It refers to the inborn drive to play, to tinker, to explore, and to experiment, shown by every child before his or her mental processes are stunted by authoritarian education and operant-conditioned wage-robotry.)\r\n \r\nAs Bucky Fuller says, the first thought of people, once they are delivered from wage slavery, will be, 'What was it that I was so interested in as a youth, before I was told I had to earn a living?' The answer to that question, coming from millions and then billions of persons liberated from mechanical toil, will make the Renaissance look like a high school science fair or a Greenwich Village art show.

The Origins of Consciousness in the Breakdown of the Bicameral Mind

Author: Julian Jaynes

Publisher: University of Toronto Press (1978)

366

Hypnosis, like consciousness, begins at a particular point in history in the paraphrands of a few new metaphors. The first of these metaphors followed Sir Isaac Newton’s discovery of the laws of universal gravitation and his use of them to explain the ocean tides under the attraction of the moon. The mysterious attractions and influences and controls between people were then compared to Newtonian gravitational influences. And the comparison resulted in a new (and ridiculous) hypothesis, that there are tides of attraction between all bodies, living and material, that can be called animal gravitation, of which Newton’s gravitation is a special case^1. This is all very explicit in the romantic and turbid writings of a wanton admirer of Newton‘s called Anton Mesmer, who began it all. And then came another metaphor, or rather two. Gravitational attraction is similar to magnetic attraction. Therefore, since (in Mesmer‘s rhetorical thought) two things similar to a third thing are similar to each other, animal gravitation is like magnetic attraction, and so changes its name to animal magnetism. Now at last the theory was testable in a scientific way. To demonstrate the existence of these vibrant magnetic tides in and through living things similar to celestial gravitation, Mesmer applied magnets to various hysterical patients, even prefeeding the patients with medicines containing iron so that the magnetism might work better. And it did! The result could not be doubted with the knowledge of his day. Convulsive attacks were produced by the magnets, creating in Mesmer‘s words “an artificial ebb and flow” in the body and correcting with its magnetic attraction “the unequal distribution of the nervous fluids confused movement,” thus producing a “harmony of the nerves.” He had ‘proved’ that there are flows of forces between persons as mighty as those that hold the planets in their orbits. Of course he hadn‘t proved anything about any kind of magnetism whatever. He had discovered what Sir James Braid on the metaphier of sleep later called hypnosis. The cures were effective because he had explained his exotic theory to his patients with vigorous conviction. The violent seizures and peculiar twists of sensations at the application of magnets were all due to a cognitive imperative that these things would happen, which they did, constituting a kind of self-perpetuating escalating ‘proof’ that the magnets were working and could effect a cure.\r\n \r\n¹ A full history of hypnosis is yet to be written. But see F. A. Pattie, “Brief History of Hypnotism,” in J. E. Gordon, ed., Handbook of Clinical and Experimental Hypnosis (New York: Macmillan, 1967).

Consider what it is to listen and understand someone speaking to us. In a certain sense we have to become the other person; or rather, we let him become part of us for a brief second. We suspend our own identities, after which we come back to ourselves and accept or reject what he has said. But that brief second of dawdling identity is the nature of understanding language; and if that language is a command, the identification of understanding becomes the obedience. To hear is actually a kind of obedience. Indeed, both words come from the same root and therefore were probably the same word originally. This is true in Greek, Latin, Hebrew, French, German, Russian, as well as in English, where 'obey' comes from the Latin obedire, which is a composite of ob + audire, to hear facing someone.16 The problem is the control of such obedience. This is done in two ways. The first but less important is simply by spatial distance. Think, if you will, of what you do when hearing someone else talk to you. You adjust your distance to some culturally established standard.17 When the speaker is too close, it seems he is trying to control your thoughts too closely. When too far, he is not controlling them enough for you to understand him comfortably. If you are from an Arabian country, a face-to-face distance of less than twelve inches is comfortable. But in more northern 16 Straus, p. 229. 17 For those interested in pursuing this subject, see Edward T. Hall's The Hidden Dimension (New York: Doubleday, 1966), which stresses the cultural differences, and Robert Sommer's Personal Space: The Behavioral Basis of Design (Englewood Cliffs, New Jersey: Prentice-Hall, 1969), which examines spatial behavior in depth. 98 The Mind of Man countries, the conversation distance most comfortable is almost twice that, a cultural difference, which in social exchanges can result in a variety of international misunderstandings. To converse with someone at less than the usual distance means at least an attempted mutuality of obedience and control, as, for example, in a love relationship, or in the face-to-face threatening of two men about to fight. To speak to someone within that distance is to attempt to truly dominate him or her. To be spoken to within that distance, and there remain, results in the strong tendency to accept the authority of the person who is speaking. The second and more important way that we control other people's voice-authority over us is by our opinions of them. Why are we forever judging, forever criticizing, forever putting people in categories of faint praise or reproof? We constantly rate others and pigeonhole them in often ridiculous status hierarchies simply to regulate their control over us and our thoughts. Our personal judgments of others are filters of influence. If you wish to allow another's language power over you, simply hold him higher in your own private scale of esteem. And now consider what it is like if neither of these methods avail, because there is no person there, no point of space from which the voice emanates, a voice that you cannot back off from, as close to you as everything you call you, when its presence eludes all boundaries, when no escape is possible — flee and it flees with you — a voice unhindered by walls or distances, undiminished by muffling one's ears, nor drowned out with anything, not even one's own screaming — how helpless the hearer!

I wish to describe what I shall mean by the term analog. An analog is a model, but a model of a special kind. It is not like a scientific model, whose source may be anything at all and whose purpose is to act as an hypothesis of explanation or understanding. Instead, an analog is at every point generated by the thing it is an analog of. A map is a good example. It is not a model in the scientific sense, not a hypothetical model like the Bohr atom to explain something unknown. Instead, it is constructed from something well known, if not completely known. Each region of a district of land is allotted a corresponding region on the map, though the materials of land and map are absolutely different and a large proportion of the features of the land have to be left out. And the relation between an analog map and its land is a metaphor. If I point to a location on a map and say, 'There is Mont Blanc and from Chamonix we can reach the east face this way,' that is really a shorthand way of saying, 'The relations between the point labeled 'Mont Blanc' and other points is similar to the actual Mont Blanc and its neighboring regions.

The Role of Logo Design in Creating Brand Emotion

Author: Aslı Biricik

Publisher: İzmir Institute of Technology (2006)

Visually, attractive packaging using bright colours and clean designs mesmerises people, captivating them and enhancing their brand relationship. Unmistakable Absolut 14 Vodka, Apple iMac, and Gillette razors are brands that are focused on constantly introducing the fresh shapes and sensory experiences that consumers appreciate. 'Colour is a sensation and not a substance.' (Friedman 1947) And sensation runs within us, unlike products that run without. Products that transform into appealing sensations are the ones that win. Every emotional branding strategy must consider the effect (or the absence) colours will have on the brand. Colour is about conveying crucial information to consumers. “Colours trigger very specific responses in the central nervous system and celebral cortex. Once they affect the celebral cortex, colours can activate thoughts, memories, and particular modes of perception. This arousal prompts an increase in consumers’ ability to process information.” (Gobé 2001) Properly chosen colours obtain a more accurate understanding of the brand and provide consumers a better recall of the brand. The effect of colours arises both from cultural connections and physiology, and these influences are enforced by one another. Colours with long wavelengths are arousing. Red is the most stimulating colour that will attract the eye faster than any other. Colours with short wavelengths are soothing. Blue actually lowers blood pressure, pulse, and respiration rates. Yellow is in the middle of wavelengths detectable by the human eye. Therefore it is the brightest and easily attracts attention. This is the original reason for making the Yellow Pages yellow. Colour often sets the mood of a brand through logos and packaging. Generally, it is desirable to select a colour that is easily associated with the product. For example John Deere uses green for its tractors. Green implies nature. IBM has a solid blue that communicates stability and reliability. However as Al Ries and Jack Trout note in The 22 Immutable Laws of Branding, “it is more important to create a separate brand identity than it is to use the right symbolic colour. Hertz, the first car-rental brand, picked yellow. So Avis, the second brand, picked red. National went with green.” (Ries and Trout 1998) The role colour choice can play in brand identity is not to be underestimated. Colours can demand attention, provoke responses. An orange, translucent, curvaceous iMac screams, “fun” and “different”. Contrast that with a typical, gray, rectangular desktop that communicates a “utilitarian” and “standard” identity. Neither computer is necessarily functionally superior, but the iMac is distinguished. It is an emotional brand.

Myths to live by

Author: Joseph Campbell

Publisher: Joseph Campbell Foundation (2011)

150

In the religious lore of India there is a formulation of five degrees of love through which a worshiper is increased in the service and knowledge of his God -- which is to say, in the Indian sense, in the realization of his own identity with that Being of all beings who in the beginning said 'I' and then realized, 'I am all this world!' The first degree of such love is of servant to master: 'O Lord, you are the Master; I am thy servant. Command, and I shall obey!' This, according to the Indian teaching, is the appropriate spiritual attitude for most worshipers of divinities, no matter where in the world. The second order of love, then, is that of friend to friend, which in the Christian tradition is typified in the relationship of Jesus and his apostles. They were friends. They could discuss and even argue questions. But such a love implies a deeper readiness of understanding, a higher spiritual development than the first. In the Hindu scriptures it is represented in the great conversation of the Bhagavad Gita between the Pandava prince Arjuna and his divine charioteer, the Lord Krishna. The next, or third, degree of love is that of parent for child, which in the Christian world is represented in the image of the Christmas Crib. One is here cultivating in one's heart the inward divine child of one's own awakened spiritual life -- in the sense of the mystic Meister Eckhart's words when he said to his congregation: 'It is more worth to God his being brought forth spiritually in the individual virgin or good soul than that he was born of Mary bodily.' And again: 'God's ultimate purpose is birth. He is not content until he brings his Son to birth in us.' In Hinduism, it is in the popular worship of the naughty little 'butter thief,' Krishna the infant among the cowherds by whom he was reared, that this theme is most charmingly illustrated. And in the modern period there is the instance of the troubled woman already mentioned, who came to the Indian saint and sage Ramakrishna, saying, 'O Master, I do not find that I love God.' And he asked, 'Is there nothing, then, that you love?' To which she answered, 'My little nephew.' And he said to her, 'There is your love and service to God, in your love and service to that child.' \r\n \r\nThe fourth degree of love is that of spouses for each other. The Catholic nun wears the wedding ring of her spiritual marriage to Christ. So too is every marriage in love spiritual. In the words attributed to Jesus, 'The two shall be one flesh.' For the 'precious thing' then is no longer oneself, one's individual life, but the duad of each as both and the living of life, self-transcended in that knowledge. In India the wife is to worship her husband as her lord; her service to him is the measure of her religion. (However, we do not hear there anything like as much of the duties of a husband to his wife.) \r\n \r\nAnd so now, finally, what is the fifth, the highest order of love, according to this Indian series? It is passionate, illicit love. In marriage, it is declared, one is still possessed of reason. One still enjoys the goods of this world and one's place in the world, wealth, social position, and the rest. Moreover, marriage in the Orient is a family-made arrangement, having nothing whatsoever to do with what in the West we now think of as love. The seizure of passionate love can be, in such a context, only illicit, breaking in upon the order of one's dutiful life in virtue as a devastating storm. And the aim of such a love can be only that of the moth in the image of Hallaj: to be annihilated in love's fire. In the legend of the Lord Krishna, the model is given of the passionate yearning of the young incarnate god for his mortal married mistress, Radha, and of her reciprocal yearning for him. To quote once again the mystic Ramakrishna, who in his devotion to the goddess Kali was himself, all his life, such a lover: when one has loved God in this way, sacrificing all for the vision of his face, 'O my Lord,' one can say, 'now reveal thyself!' and he will have to respond. \r\n \r\nThere is the figure also, in India, of the Lord Krishna playing his flute at night in the forest of Vrindavan, at the sound of whose irresistible strains young wives would slip from their husbands' beds and, stealing to the moonlit wood, dance the night through with their beautiful young god in transcendent bliss. \r\n \r\nThe underlying thought here is that in the rapture of love one is transported beyond temporal laws and relationships,

The Illuminatus! Trilogy

Author: Robert Shea and Robert Anton Wilson

Publisher: Fine Communications (1998)

818

Every fact of science was once Damned. Every invention was considered impossible. Every discovery was a nervous shock to some orthodoxy. Every artistic innovation was denounced as fraud and folly. The entire web of culture and 'progress,' everything on earth that is manmade and not given to us by nature, is the concrete manifestation of some man's refusal to bow to Authority. We would own no more, know no more, and be no more than the first apelike hominids if it were not for the rebellious, the recalcitrant, and the intransigent. As Oscar Wilde truly said, 'Disobedience was man's Original Virtue.' The human brain, which loves to read descriptions of itself as the universe's most marvelous organ of perception, is an even more marvelous organ of rejection. The naked facts of our economic game, are easily discoverable and undeniable once stated, but conservatives— who are usually individuals who profit every day of their lives from these facts— manage to remain oblivious to them, or to see them through a very rosy-tinted and distorting lens. (Similarly, the revolutionary ignores the total testimony of history about the natural course of revolution, through violence, to chaos, back to the starting point) We must remember that thought is abstraction. In Einstein's metaphor, the relationship between a physical fact and our mental reception of that fact is not like the relationship between beef and beef-broth, a simple matter of extraction and condensation; rather, as Illuminatus! Trilogy Seite 463 von 470 Einstein goes on, it is like the relationship between our overcoat and the ticket given us when we check our overcoat. In other words, human perception involves coding even more than crude sensing. The mesh of language, or of mathematics, or of a school of art, or of any system of human abstracting, gives to our mental constructs the structure, not of the original fact, but of the symbol system into which it is coded, just as a map-maker colors a nation purple not because it is purple but because his code demands it. But every code excludes certain things, blurs other things, and overemphasizes still other things. Nijinski's celebrated leap through the window at the climax of Le Spectre d'une Rose is best coded in the ballet notation system used by choreographers; verbal language falters badly in attempting to convey it; painting or sculpture could capture totally the magic of one instant, but one instant only, of it; the physicist's equation, Force = Mass X Acceleration, highlights one aspect of it missed by all these other codes, but loses everything else about it. Every perception-is influenced, formed, and structured by the habitual coding habits— mental game habits— of the perceiver. All authority is a function of coding, of game rules. Men have arisen again and again armed with pitchforks to fight armies with cannon; men have also submitted docilely to the weakest and most tottery oppressors. It all depends on the extent to which coding distorts perception and conditions the physical (and mental) reflexes. It seems at first glance that authority could not exist at all if all men were cowards or if no men were cowards, but flourishes as it does only because most men are cowards and some men are thieves. Actually, the inner dynamics of cowardice and submission on the one hand and of heroism and rebellion on the other are seldom consciously realized either by the ruling class or the servile class. Submission is identified not with cowardice but with virtue, rebellion not with heroism but with evil. To the Roman slave-owners, Spartacus was not a hero and the obedient slaves were not cowards; Spartacus was a villain and the obedient slaves were virtuous. The obedient slaves believed this also. The obedient always think of themselves as virtuous rather than cowardly.

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APPENDIX LAMED: THE TACTICS OF MAGICK \r\n \r\n>The human brain evidently operates on some variation of the famous principle enunciated in The Hunting of the Snark: 'What I tell you three times is true.' \r\n>—NORBERT WEINER, Cybernetics \r\n \r\nThe most important idea in the Book of Sacred Magic of Abra-Melin the Mage is the simple-looking formula 'Invoke often.' \r\n\r\nThe most successful form of treatment for so-called mental disorders, the Behavior Therapy of Pavlov, Skinner, Wolpe, et al., could well be summarized in two similar words: 'Reinforce often.' ('Reinforcement,' for all practical purposes, means the same as the layman's term 'reward.' The essence of Behavior Therapy is rewarding desired behavior; the behavior 'as if by magic' begins to occur more and more often as the rewards continue.) Advertising, as everybody knows, is based on the axiom 'Repeat often.' Those who think they are 'materialists' and think that 'materialism' requires them to deny all facts which do not square with their definition of 'matter' are loath to admit the well-documented and extensive list of individuals who have been cured of serious maladies by that very vulgar and absurd form of magick known as Christian Science. Nonetheless, the reader who wants to understand this classic work of immortal literature will have to analyze its deepest meanings, guided by an awareness that there is no essential difference between magick, Behavior Therapy, advertising, and Christian Science. All of them can be condensed into Abra-Melin's simple 'Invoke often.' Reality, as Simon Moon says, is thermoplastic, not thermosetting. It is not quite Silly-Putty, as Mr. Paul Krassner once claimed, but is much closer to Silly-Putty than we generally realize. \r\n\r\nIf you are told often enough that 'Budweiser is the king of beers,' Budweiser will eventually taste somewhat better— perhaps a great deal better— than it tasted before this magick spell was cast. If a behavior therapist in the pay of the communists rewards you every time you repeat a communist slogan, you will repeat it more often, and begin to slide imperceptibly toward the same kind of belief that Christian Scientists have for their mantras. And if a Christian Scientist tells himself every day that his ulcer is going away, the ulcer will disappear more rapidly than it would have had he not subjected himself to this homemade advertising campaign. Finally, if a magician invokes the Great God Pan often enough, the Great God Pan will appear just as certainly as heterosexual behavior appears in homosexuals who are being handled (or manhandled) by Behavior Therapy. The opposite and reciprocal of 'Invoke often' is 'Banish often.' The magician wishing for a manifestation of Pan will not only invoke Pan directly and verbally, create Panlike conditions in his temple, reinforce Pan associations in every gesture and every article of furniture, use the colors and perfumes associated with Pan, etc.; he will also banish other gods verbally, banish them by removing their associated furnitures and colors and perfumes, and banish them in every other way. The Behavior Therapist calls this 'negative reinforcement,' and in treating a patient who is afraid of elevators he will not only reinforce (reward) every instance in which the patient rides an elevator without terror, but will also negatively reinforce (punish) each indication of terror shown by the patient. The Christian Scientist, of course, uses a mantra or spell which both reinforces health and negatively reinforces (banishes) illness.* Similarly, a commercial not only motivates the listener toward the sponsor's product but discourages interest in all 'false gods'- by subsuming them under the rubric of the despised and contemptible Brand X. * The basic Christian Science mantra, known as 'The Scientific Statement of Being,' no less, is as follows: 'There is no life, truth, intelligence nor substance in matter. All is infinite mind and its infinite manifestation, for God is all in all, Spirit is immortal truth: matter is mortal error. Spirit is the real and eternal; matter is the unreal and temporal. Spirit is God and man is His image and likeness. Therefore man is not material, he is spiritual.' The fact that these statements are, in terms of the scientific criteria, 'meaningless,' 'non-operational,' and 'footless' is actually totally irrelevant. They work. Try them and see. As Aleister Crowley, no friend of Mrs. Eddy's, wrote, 'Enough of Because! May he be damned for a dog!' Hypnotism, debate, and countless other games have the same mechanism: Invoke often and Banish often. \r\n\r\nThe reader who seeks a deeper understanding of this argument can obtain it by putting these principles to the test. If you are afraid that you might, in this Christian environment, fall into taking the Christian Science mantra too seriously, try instead the following simple experiment. For forty days and forty nights, begin each day by invoking and praising the world in itself as an expression of the Egyptian deities. Recite at dawn: I bless Ra, the fierce sun burning bright, I bless Isis-Luna in the night, I bless the air, the Horus-hawk, I bless the earth on which I walk. Repeat at moonrise. Continue for the full forty days and forty nights. We say without any reservations that, at a minimum, you will feel happier and more at home in this part of the galaxy (and will also understand better Uncle John Feather's attitude toward our planet); at maximum, you may find rewards beyond your expectations, and will be converted to using this mantra for the rest of your life. (If the results are exceptionally good, you just might start believing in ancient Egyptian gods.) \r\n\r\nA selection of magick techniques which will offend the reason of no materialist can be found in Laura Archera Huxley's You Are Not the Target (a powerful mantra, the title!), in Gestalt Therapy, by Peris, Heferline, and Goodman, and in Mind Games, by Masters and Houston. All this, of course, is programming your own trip by manipulating appropriate clusters of word, sound, image, and emotional (prajna) energy. The aspect of magick which puzzles, perplexes, and provokes the modern mentality is that in which the operator programs somebody else's trip, acting at a distance. It is incredible and insulting, to this type of person, if one asserts that our Mr. Nkrumah Fubar could program a headache for the President of the United States. He might grant that such manipulating of energy is possible if the President was told about Mr. Fubar's spells, but he will not accept that it works just as well when the subject has no conscious knowledge of the curse. The magical theory that 5 = 6 has no conviction for such a skeptic, and magicians have not yet proposed a better theory. The materialist then asserts that all cases where magic did appear to work under this handicap are illusions, delusions, hallucinations, 'coincidences,'* misapprehensions, 'luck,' accident, or downright hoax. * Look up the etymology of that word some time and see if it means anything. He does not seem to realize that asserting this is equivalent to asserting that reality is, after all, thermoplastic— for he is admitting that many people live in a different reality than his own. Rather than leave him to grapple as best he can with this self-contradiction, we suggest that he consult Psychic Discoveries Behind the Iron Curtain, by Ostrander and Schroder—especially Chapter 11, 'From Animals to Cybernetics: The Search for a Theory of Psi.' He might realize that when 'matter' is fully understood, there is nothing a materialist need reject in magick action at a distance, which has been well explored by scientists committed to the rigid Marxist form of dialectical materialism. \r\n\r\nThose who have kept alive the ancient traditions of magick, such as the Ordo Templi Orientalis, will realize that the essential secret is sexual (as Saul tries to explain in the Sixth Trip) and that more light can be found in the writings of Wilhelm Reich, M. D., than in the current Soviet research. But Dr. Reich was jailed as a quack by the U.S. Government, and we would not ask our readers to consider the possibility that the U.S. Government could ever be Wrong about anything. Any psychoanalyst will guess at once the most probable symbolic meanings of the Rose and the Cross; but no psychologist engaged in psi research has applied this key to the deciphering of traditional magic texts. The earliest reference to freemasonry in English occurs in Andersen's 'Muses Threnody,' 1638: \r\n\r\n>For we be brethren of the Rosey Cross \r\n>We have the Mason Word and second sight \r\n\r\nbut no parapsychologist has followed up the obvious clue contained in this conjunction of the vaginal rose, the phallic cross, the word of invocation, and the phenomenon of thought projection. That the taboos against sexuality are still latent in our culture explains part of this blindness; fear of opening the door to the most insidious and subtle forms of paranoia is another part. (If the magick can work at a distance, the repressed thought goes, which of its is safe?) A close and objective study of the anti-LSD hysteria in America will shed further light on the mechanisms of avoidance here discussed. Of course, there are further offenses and affronts to the rationalist in the deeper study of magick. We all know, for instance, that words are only arbitrary conventions with no intrinsic connection to the things they symbolize, yet magick involves the use of words in a manner that seems to imply that some such connection, or even identity, actually exists. The reader might analyze some powerful bits of language not generally considered magical, and he will find something of the key. For instance, the 2 + 3 pattern in 'Hail Eris'/'All hail Discordia' is not unlike the 2 + 3 in 'Holy Mary, Mother of God,' or that in the 'L.S./M.F.T.' which once sold many cartons of cigarettes to our parents; and the 2 + 3 in Crowley's 'Io Pan! Io Pan Pan!' is a relative of these. Thus, when a magician says that you must shout 'Abrahadabra,' and no other word, at the most intensely emotional moment in an invocation, he exaggerates; you may substitute other words; but you will abort the result if you depart too far from the five-beat pattern of 'Abrahadabra.' A glance at the end of Appendix Beth will save the reader from misunderstanding the true tenor of these remarks. \r\n\r\nBut this brings us to the magical theory of reality. Mahatma Guru Sri Paramahansa Shivaji (Aleister Crowley again, under another pen-name) writes in Yoga for Yahoos: \r\n\r\n>Let us consider a piece of cheese. We say that this has certain qualities, shape, structure, color, solidity, weight, taste, smell, consistency and the rest; but investigation has shown that this is all illusory. Where are these qualities? Not in the cheese, for different observers give quite different accounts of it. Not in ourselves, for we do not perceive them in the absence of the cheese . . . What then are these qualities of which we are so sure? They would not exist without our brains; they would not exist without the cheese. They are the results of the union, that is of the Yoga, of the seer and seen, of subject and object... \r\n\r\nThere is nothing here with which a modern physicist could quarrel; and this is the magical theory of the universe. The magician assumes that sensed reality - the panorama of impressions monitored by the senses and collated by the brain— is radically different from so-called objective reality.¹ About the latter 'reality' we can only form speculations or theories which, if we are very careful and subtle, will not contradict either logic or the reports of the senses. This lack of contradiction is rare; some conflicts between theory and logic, or between theory and sense-data, are not discovered for centuries (for example, the wandering of Mercury away from the Newtonian calculation of its orbit). And even when achieved, lack of contradiction is proof only that the theory is not totally false. It is never, in any case, proof that the theory is totally true— for an indefinite number of such theories can be constructed from the known data at any time. For instance, the geometries of Euclid, of Gauss and Reimann, of Lobachevski, and of Fuller all work well enough on the surface of the earth, and it not yet clear whether the Gauss-Reimann or the Fuller system works better in interstellar space. \r\n\r\nIf we have this much freedom in choosing our theories about 'objective reality,' we have even more liberty in deciphering the 'given' or transactional sensed reality. The ordinary person senses as he or she has been taught to sense —that is, as they have been programmed by their society. The magician is a self-programmer. Using invocation and evocation— which are functionally identical with self-conditioning, auto-suggestion, and hypnosis, as shown above— he or she edits or orchestrates sensed reality like an artist.^{2\r\n\r\nThis} book, being part of the only serious conspiracy it describes— that is, part of Operation Mindfuck— has programmed the reader in ways that he or she will not understand for a period of months (or perhaps years). When that understanding is achieved, the real import of this appendix (and of the equation 5 = 6) will be clearer. Officials at Harvard thought Dr. Timothy Leary was joking when he warned that students should not be allowed to indiscriminately remove dangerous, habit-forming books from the library unless each student proves a definite need for each volume. (For instance, you have lost track of Joe Malik's mysterious dogs by now.) It is strange that one can make the clearest possible statements and yet be understood by many to have said the opposite. \r\n\r\nThe Rite of Shiva, as performed by Joe Malik during the SSS Black Mass, contains the central secret of all magick, very explicitly, yet most people can reread that section a dozen, or a hundred times, and never understand what the secret is. For instance, Miss Portinari was a typical Catholic girl in every way— except for an unusual tendency to take Catholicism seriously— until she began menstruating and performing spiritual meditations every day.³ One morning, during her meditation period, she visualized the Sacred Heart of Jesus with unusual clarity; immediately another image, distinctly shocking to her, came to mind with equal vividness. She recounted this experience to her confessor the next Saturday, and he warned her, gravely, that meditation was not healthy for a young girl, unless she intended to take the oath of seclusion and enter a convent. She had no intention of doing that, but rebelliously (and guiltily) continued her meditations anyway. The disturbing second image persisted whenever she thought of the Sacred Heart; she began to suspect that this was sent by the Devil to distract her from meditation. \r\n\r\nOne weekend, when she was home from convent school on vacation, her parents decided she was the right age to be introduced to Roman society. (Actually, they, like most well-off Italian families, had already chosen which daughter would be given to the church— and it wasn't her. Hence, this early introduction to la dolce vita.) One of the outstanding ornaments of Rome at that time was the 'eccentric international businessman' Mr. Hagbard Celine, and he was at the party to which Miss Portinari was taken that evening. It was around eleven, and she had consumed perhaps a little too much Piper Heidseck, when she happened to find herself standing near a small group who were listening rapt-ly to a story the strange Celine was telling. Miss Portinari wondered what this creature might be saying—he was reputedly even more cynical and materialistic than other international money-grubbers, and Miss Portinari was, at that time, the kind of conservative Catholic idealist who finds capitalists even more dreadful than socialists. She idly tuned in on his words; he was talking English, but she understood that language adequately. \r\n' 'Son, son,' Hagbbard recited, ' 'with two beautiful women throwing themselves at you, why are you sitting alone in your room jacking off?' Miss Portinari blushed furiously and drank some more champagne to conceal it. She hated the man already, knowing that she would surrender her virginity to him at the earliest opportunity; of such complexities are intellectual Catholic adolescents capable. \r\n'And the boy replied,' Hagbard went on, ' 'I guess you just answered your own question, Ma.' ' There was a shocked silence. \r\n'The case is quite typical,' Hagbard added blandly, obviously finished. 'Professor Freud recounts even more startling family dramas.' \r\n'I don't see ...' a celebrated French auto racer began, frowning. Then he smiled. 'Oh,' he said, 'was the boy an American?' \r\nMiss Portinari left the group perhaps a bit too hurriedly (she felt a few eyes following her) and quickly refilled her champagne glass. A half-hour later she was standing on the veranda, trying to clear her head in the night air, when a shadow moved near her and Celine appeared amid a cloud of cigar smoke. \r\n'The moon has a fat jaw tonight,' he said in Italian. 'Looks like somebody punched her in the mouth.' \r\n'Are you a poet in addition to your other accomplishments?' she asked coolly. 'That sounds as if it might be American verse.' \r\nHe laughed— a clear peal, like a stallion whinnying. 'Quite so,' he said. 'I just came from Rapallo, where I was talking to America's major poet of this century. How old are you?' he asked suddenly. \r\n'Almost sixteen,' she said fumbling the words. \r\n'Almost fifteen,' he corrected ungallantly. \r\n'If it's any affair of yours—' \r\n'It might be,' he replied easily. 'I need a girl your age for something I have in mind.' \r\n'I can imagine. Something foul.' He stepped further out of the shadows and closer. \r\n'Child,' he said, 'are you religious?' \r\n'I suppose you regard that as old-fashioned,' she replied, imagining his mouth on her breast and thinking of paintings of Mary nursing the Infant. \r\n'At this point in history,' he said simply, 'it's the only thing that isn't old-fashioned. What was your birthdate? Never mind— you must be a Virgo.' \r\n'I am,' she said. (His teeth would bite her nipple, but very gently. He would know enough to do that.) 'But that is superstition, not religion.' \r\n'I wish I could draw a precise line between religion, superstition, and science.' He smiled. 'I find that they keep running together. You are Catholic, of course?' His persistence was maddening. \r\n'I am too proud to believe an absurdity, and therefore I am not a Protestant,' she replied— immediately fearing that he would recognize the plagiarism. \r\n'What symbol means the most to you?' he asked, with the blandness of a prosecuting attorney setting a trap. \r\n'The cross,' she said quickly. She didn't want him to know the truth. \r\n'No.' He again corrected her ungallantly. 'The Sacred Heart.' \r\nThen she knew he was of Satan's party. \r\n'I must go,' she said. \r\n'Meditate further on the Sacred Heart,' he said, his eyes blazing like a hypnotist's (a cornball gimmick, he was thinking privately, but it might work). 'Meditate on it deeply, child. You will find in it the essential of Catholicism — and the essential of all other religion.' \r\n'I think you are mad,' she responded, leaving the veranda with undignified haste. But two weeks later, during her morning meditation, she suddenly understood the Sacred Heart. At lunchtime she disappeared—leaving behind a note to the Mother Superior of the convent school and another note for her parents— and went in search of Hagbard. She had even more potential than he realized, and (as elsewhere recorded) within two years he abdicated in her favor. They never became lovers.⁴ \r\n\r\nThe importance of symbols— images— as the link between word and primordial energy demonstrates the unity between magick and yoga. Both magick and yoga— we reiterate—are methods of self-programming employing synchronistically connected chains of word, image, and bio-energy. Thus, rationalists, who are all puritans, have never considered the fact that disbelief in magick is found only in puritanical societies. The reason for this is simple: Puritans are incapable of guessing what magick is essentially all about. It can even be surely ventured that only those who have experienced true love, in the classic Albigensian or troubadour sense of that expression, are equipped to understand even the most clear-cut exposition of the mysteries.⁵ \r\n\r\nThe eye in the triangle; for instance, is not primarily a symbol of the Christian Trinity, as the gullible assume— except insofar as the Christian Trinity is itself a visual (or verbal) elaboration on a much older meaning. Nor is this symbol representative of the Eye of Osiris or even of the Eye of Horus, as some have ventured; it is venerated, for instance, among the Cao Dai sect in Vietnam, who never heard of Osiris or Horus. The eye's meaning can be found quite simply by meditating on Tarot Trump XV, the Devil, which corresponds, on the Tree of Life, to the Hebrew letter ayin, the eye. The reader who realizes that 'The Devil' is only a late rendering of the Great God Pan has already solved the mystery of the eye, and the triangle has its usual meaning. The two together are the union of Yod, the father, with He, the Mother, as in Yod-He-Vau-He, the holy unspeakable name of God. Vau, the Holy Ghost, is the result of their union, and final He is the divine ecstasy which follows. One might even venture that one who contemplates this key to the identities of Pan, the Devil, the Great Father, and the Great Mother will eventually come to a new, more complete understanding of the Christian Trinity itself, and especially of its most mysterious member, Vau, the elusive Holy Ghost. \r\n\r\nThe pentagram comes in two forms but always represents the fullest extension of the human psyche— the male human psyche in particular. The pentagram with one horn exalted is, quite naturally, associated with the right-hand path; and the two-horned pentagram with the left-hand path. (The Knights Templar, very appropriately, inscribed the head of Baphomet, the goat-headed deity who was their equivalent of Pan or the Devil, within the left-handed pentagram in such wise that each 'horn' contained one of Baphomet's horns.) It is to be observed that the traditionally sinister⁷ left-hand pentagram contains an internal pentagon with one point upward, whereas the right-hand pentagram contains an internal pentagon with one point downward; this nicely illustrates the Law of Opposites.⁸ The pentagon in the Sacred Chao is tilted from the perpendicular so that it cannot be said to have any points directly upward or directly downward—or perhaps can be said to have 1 ½ points up and 1 ½ points down⁹ — thereby illustrating the Reconciliation of Opposites. All that can be said against the method of the left-hand pentagram, without prejudice, is that this form of the sacrament is always destructive of the Holy Spirit, in a certain sense. It should be remembered that the right-hand pentagram method is also destructive in most cases, especially by those practitioners so roundly condemned in Chapter 14 of Joyce's Ulysses— and this group is certainly the majority these days. In view of the ecological crisis, it might even be wise to encourage the left-hand method and discourage the right-hand method at this time, to balance the Sacred Numbers. \r\n\r\nVery few readers of the Golden Bough have pierced Sir Prof. Dr. Frazer's veil of euphemism and surmised the exact method used by Isis in restoring life to Osiris, although this is shown quite clearly in extant Egyptian frescoes. Those who are acquainted with this simple technique of resurrecting the dead (which is at least partially successful in all cases and totally successful in most) will have no trouble in skrying the esoteric connotations of the Sacred Chao— or of the Taoist yin-yang or the astrological sign of cancer. The method almost completely reverses that of the pentagrams, right or left, and it can even be said that in a certain sense it was not Osiris himself but his brother, Set, symbolically understood, who was the object of Isis's magical workings. In every case, without exception, a magical or mystical symbol always refers to one of the very few¹⁰ variations of the same, very special variety of human sacrifice: the 'one eye opening' or the 'one hand clapping'; and this sacrifice cannot be partial— it must culminate in death if it is to be efficacious. The literal-mindedness of the Saures, in the novel, caused them to become a menace to life on earth; the reader should bear this in mind. The sacrifice is not simple. It is a species of cowardice, epidemic in Anglo-Saxon nations for more than three centuries, which causes most who seek success in this field to stop short before the death of the victim. Anything less than death—that is, complete oblivion—simply will not work.¹¹ (One will find more clarity on this crucial point in the poetry of John Donne than in most treatises alleging to explain the secrets of magick.) \r\n\r\nThe symbolism of the swastika is quite adequately explained in Wilhelm Reich's Mass Psychology of Fascism. Ouroboros, the serpent eating its own tail, is chiefly emblematic of the Mass of the Holy Ghost.¹² The Roman Catholic symbolism of the Sacred Heart is strikingly overt, especially to readers of Frazer and Payne-Knight. In essence, it is the same notion conveyed by the cartoonist's conventional rendering of Cupid shooting his arrow into a red pulsating heart. This is the basic meaning of the Dying God and the Resurrection. The identification of Christ with the pelican who stabs its own heart with its beak (to feed its young) is an analogous rendering of the same motif. We repeat that it was only because the Saure family so misread these simple symbols that they became cruel and sadistic. In essence, then, the basic symbols, of magic, mythology, and religion—whether Eastern or Western, ancient or modern, 'right-hand' or 'left-hand'—are so simple that only the pernicious habit of looking for alleged 'profundities' and 'mysteries' prevents people from automatically understanding them almost without thinking. The meaning of the hexagram— the female equivalent of the male pentagram— was explicated by Freud himself, but most students, convinced that the answer could not be so elementary and down-to-earth, continue to look into the clouds. \r\n\r\n¹ See the anthology Perception, edited by Robert Blake, Ph.D., and especially the chapter by psychologist Carl Rogers, which demonstrates that people's perceptions change while they are in psychotherapy. As William Blake noted, 'The fool sees not the same tree that the wise man sees.' \r\n² Everybody, of course, does this unconsciously; see the paragraph about the cheese. The magician, doing it consciously, controls it. \r\n³ These two signs of growth often appear at the same time, being DNA-triggered openings of the fourth neural circuit. \r\n⁴ They were quite good friends, though, and he did fuck her occasionally. \r\n⁵ This book has stated it as clearly as possible in a number of places, but some readers are still wondering what we are holding back. \r\n⁶ This being has more in common with the ordinary nocturnal visitor, sometimes called a 'ghost,' than is immediately evident to the uninitiated. Cf. the well-documented association of poltergeist disturbances with adolescents. \r\n⁷ This association, attributing diabolism to the left-hand path, is oversimplified, prejudiced, and superstitious. In general, it can be said that the left-hand pentagram is suitable for both invocations and evocations, whereas the right-hand pentagram is suitable only for evocations, and mat is the only important difference. (It is assumed that the reader understands the pentagram as an exclusively male symbol.) \r\n⁸ Cf. the Tarot trumps II and III—the Magus, holding one arm upward and one downward, and the High Priestess, sitting between the pillars of Day and Night. (The Priestess is also associated with the Hebrew letter gimmel, the camel, and part of the meaning of this symbolism is contained in the shapes of the camel's back and the Hebrew letter.) \r\n⁹ This makes it quite useless for summoning werewolves. The Sacred Chao, however, is intended to teach a philosophical lesson, not to attract individuals with dubious pastimes. \r\n¹⁰ Fewer than seventy, according to a classical enumeration. \r\n¹¹ The magician must always identify fully with the victim, and share every agonized contortion to the utmost. Any attitude of standing aside and watching, as in a theatrical performance, or any intellectualization during the moments when the sword is doing its brutal but necessary work, or any squeamishness or guilt or revulsion, creates the two-mindedness against which Hagbard so vehemently warns in Never Whistle While You're Pissing. In a sense, only the mind dies. \r\n¹² See Israel Regardie, The Tree of Life.\r\n

Every fact of science was once Damned. Every invention was considered impossible. Every discovery was a nervous shock to some orthodoxy. Every artistic innovation was denounced as fraud and folly. The entire web of culture and 'progress,' everything on earth that is manmade and not given to us by nature, is the concrete manifestation of some man's refusal to bow to Authority. We would own no more, know no more, and be no more than the first apelike hominids if it were not for the rebellious, the recalcitrant, and the intransigent. As Oscar Wilde truly said, 'Disobedience was man's Original Virtue.' The human brain, which loves to read descriptions of itself as the universe's most marvelous organ of perception, is an even more marvelous organ of rejection. The naked facts of our economic game, are easily discoverable and undeniable once stated, but conservatives— who are usually individuals who profit every day of their lives from these facts— manage to remain oblivious to them, or to see them through a very rosy-tinted and distorting lens. (Similarly, the revolutionary ignores the total testimony of history about the natural course of revolution, through violence, to chaos, back to the starting point) We must remember that thought is abstraction. In Einstein's metaphor, the relationship between a physical fact and our mental reception of that fact is not like the relationship between beef and beef-broth, a simple matter of extraction and condensation; rather, as Einstein goes on, it is like the relationship between our overcoat and the ticket given us when we check our overcoat. In other words, human perception involves coding even more than crude sensing. \r\n \r\nThe mesh of language, or of mathematics, or of a school of art, or of any system of human abstracting, gives to our mental constructs the structure, not of the original fact, but of the symbol system into which it is coded, just as a map-maker colors a nation purple not because it is purple but because his code demands it. But every code excludes certain things, blurs other things, and overemphasizes still other things. Nijinski's celebrated leap through the window at the climax of Le Spectre d'une Rose is best coded in the ballet notation system used by choreographers; verbal language falters badly in attempting to convey it; painting or sculpture could capture totally the magic of one instant, but one instant only, of it; the physicist's equation, Force = Mass X Acceleration, highlights one aspect of it missed by all these other codes, but loses everything else about it. Every perception is influenced, formed, and structured by the habitual coding habits— mental game habits— of the perceiver. All authority is a function of coding, of game rules. Men have arisen again and again armed with pitchforks to fight armies with cannon; men have also submitted docilely to the weakest and most tottery oppressors. It all depends on the extent to which coding distorts perception and conditions the physical (and mental) reflexes. It seems at first glance that authority could not exist at all if all men were cowards or if no men were cowards, but flourishes as it does only because most men are cowards and some men are thieves. Actually, the inner dynamics of cowardice and submission on the one hand and of heroism and rebellion on the other are seldom consciously realized either by the ruling class or the servile class. Submission is identified not with cowardice but with virtue, rebellion not with heroism but with evil. To the Roman slave-owners, Spartacus was not a hero and the obedient slaves were not cowards; Spartacus was a villain and the obedient slaves were virtuous. The obedient slaves believed this also. The obedient always think of themselves as virtuous rather than cowardly.

The Origins and History of Consciousness

Author: Erich Neumann

Publisher: Princeton University Press (1954)