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Showing 23 similar quotes for quote #817 from The Role of Logo Design in Creating Brand Emotion by Aslı Biricik

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

Publisher: Arnold (2001)

40-41

Freud's theory is a 'projection' of certain objective relations of the external world into the world of psyche. What finds expression there is, in the very first instance, the extremely complex social interrelationship between doctor and patient. \nIn what does this interrelationship consist? \nA patient wishes to hide from the doctor certain of his experiences and certain events of his life. He wants to foist on the doctor his own point of view on the reasons for his illness and the nature of his experiences. The doctor, for his part, aims at enforcing his authority as a doctor, endeavors to wrest confessions from the patient and to compel him to take the 'correct' point of view on his illness and its symptoms. Intertwining with all this are other factors: Between doctor and patient there may be differences in sex, in age, in social standing, and moreover, there is the difference of their professions. All these factors complicate their relationship and the struggle between them. \nAnd it is in the midst of this complex and very special social atmosphere that the verbal utterances are made - the patient's narratives and his statements in conversation with the doctor - utterances that Freud places squarely at the basis of his theory. Can we acknowledge these utterances as the expression of the patient's individual psyche? \nNot a single instance of verbal utterance can be reckoned exclusively to its utterer's account. Every utterance is the product of the interaction between speakers and the product of the broader context of the whole complex social situation in which the utterance emerges. Elsewhere we have attempted to show that any product of the activity of human discourse - from the simplest utterance in everyday life to elaborate works of literary art - derives shape and meaning in all its most essential aspects not from the subjective experiences of the speaker but from the social situation in which the utterance appears. Language and its forms are the products of prolonged social intercourse among members of a given speech community. An utterance finds language basically already prepared for use. It is the material for the utterance and it sets constraints on the utterance's possibilities. What is characteristic for a given utterance specifically - its selection of particular words, its particular kind of sentence structure, its particular kind of intonation - all this is the expression of the interrelationship between the speakers and of the whole complex set of social circumstances under which the exchange of words takes place. Those 'psychical experiences' of the speaker, the expression of which we are inclined to see in his utterance, are, however, only in fact a one-sided, simplified, and scientifically unverifiable interpretation of a more complex social phenomenon. What we have here is a special kind of 'projection', a means whereby we project into the 'individual soul' a complex set of social interrelationships. Discourse is like a 'scenario' of the immediate act of communication in the process of which it is engendered, and this act of communication is, in turn, a factor of the wider field of communication of the community to which the speaker belongs. In order to understand this 'scenario', it is essential to reconstruct all those complex social interrelations of which the given utterance is the ideological refraction.

The Book: On the Taboo Against Knowing Who You Are

Author: Alan Watts

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.

Food of the Gods

Author: Terence McKenna

Publisher: Bantam Books (1993)

141

The ecstatic and orgiastic, visionary and boundary‑dissolving experiences, the central mysteries of the mushroom religion, were the very factors in the human situation acting to keep our ancestors human. The commonality of feeling generated by the mushroom held the community together. The divine, inspiring power of the mushroom spoke through the bards and singers. The indwelling spirit of the mushroom moved the hand that carved bone and painted stone. Such things were a commonplace of the Edenic world of the Goddess. Life was lived not as we have chosen to imagine it, on the edge of mute bestiality, but rather, close to a dimension of spontaneous magical and linguistic expression that now shines only briefly in each of us at the pinnacle of experimental intoxication but that then was the empowered and enveloping reality: the presence of the Great Goddess. History is the story of our unfocused agony over the loss of this perfect human world, and then of our forgetting it altogether, denying it and in so doing, denying a part of ourselves. It is a story of relationships, quasi‑symbiotic compacts, with plants that were made and broken. The consequence of not seeing ourselves as a part of the green engine of vegetable nature is the alienation and despair that surrounds us and threatens to make the future unbearable.

As a species, we need to acknowledge the depth of our historical dilemma. We will continue to play with half a deck as long as we continue to tolerate cardinals of government and science who presume to dictate where human curiosity can legitimately focus its attention and where it cannot. Such restrictions on the human imagination are demeaning and preposterous. The government not only restricts research on psychedelics that could conceivably yield valuable psychological and medical insights, it presumes to prevent their religious and spiritual use, as well. Religious use of psychedelic plants is a civil rights issue; its restriction is the repression of a legitimate religious sensibility. In fact, it is not a religious sensibility that is being repressed, but the religious sensibility, an experience of religio based on the plant‑human relationships that were in place long before the advent of history.

Obviously, we cannot continue to think about drug use in the same old ways. As a global society, we must find a new guiding image for our culture, one that unifies the aspirations of humanity with the needs of the planet and the individual. Analysis of the existential incompleteness within us that drives us to form relationships of dependency and addiction with plants and drugs will show that at the dawn of history, we lost something precious, the absence of which has made us ill with narcissism.

The Origins of Consciousness in the Breakdown of the Bicameral Mind

Author: Julian Jaynes

Publisher: University of Toronto Press (1978)

437

Mind-space I regard as the primary feature of consciousness. It is the space which you preoptively are ‘introspecting on’ or ‘seeing’ at this very moment. But who does the ‘seeing’? Who does the introspecting? Here we introduce analogy, which differs from metaphor in that the similarity is between relationships rather than between things or actions. As the body with its sense organs (referred to as I) is to physical seeing, so there develops automatically an analog ‘I’ to relate to this mental kind of ‘seeing’ in mind-space. The analog ‘I’ is the second most important feature of consciousness. It is not to be confused with the self, which is an object of consciousness in later development. The analog ‘I’ is contentless, related I think to Kant’s transcendental ego. As the bodily I can move about in its environment looking at this or that, so the analog ‘I’ learns to ‘move about’ in mind-space, ‘attending to’ or concentrating on one thing or another.

in other areas of science, we say we understand an aspect of nature when we can say it is similar to some familiar theoretical model. The terms theory and model, incidentally, are sometimes used interchangeably. But really they should not be. A theory is a relationship of the model to the things the model is supposed to represent. The Bohr model of the atom is that of a proton surrounded by orbiting electrons. It is something like the pattern of the solar system, and that is indeed one of its metaphoric sources. Bohr’s theory was that all atoms were similar to his model. The theory, with the more recent discovery of new particles and complicated interatomic relationships, has turned out not to be true. But the model remains. A model is neither true nor false; only the theory of its similarity to what it represents. A theory is thus a metaphor between a model and data. And understanding in science is the feeling of similarity between complicated data and a familiar model.

The Denial of Death

Author: Ernest Becker

Publisher: Free Press (1975)

202

The great lesson of Rank’s depreciation of sexuality was not that he played down physical love and sensuality, but that he saw—like Augustine and Kierkegaard—that man cannot fashion an absolute from within his condition, that cosmic heroism must transcend human relationships.26 What is at stake in all this is, of course, the question of freedom, the quality of one’s life and one’s individuality.

200

After all, what is it that we want when we elevate the love partner to the position of God? We want redemption—nothing less. We want to be rid of our faults, of our feeling of nothingness. We want to be justified, to know that our creation has not been in vain. We turn to the love partner for the experience of the heroic, for perfect validation; we expect them to “make us good” through love.23 Needless to say, human partners can’t do this. The lover does not dispense cosmic heroism; he cannot give absolution in his own name. The reason is that as a finite being he too is doomed, and we read that doom in his own fallibilities, in his very deterioration. Redemption can only come from outside the individual, from beyond, from our conceptualization of the ultimate source of things, the perfection of creation. It can only come, as Rank saw, when we lay down our individuality, give it up, admit our creatureliness and helplessness.24 What partner would ever permit us to do this, would bear us if we did? The partner needs us to be as God. On the other hand, what partner could ever want to give redemption—unless he was mad? Even the partner who plays God in the relationship cannot stand it for long, as at some level he knows that he does not possess the resources that the other needs and claims. He does not have perfect strength, perfect assurance, secure heroism. He cannot stand the burden of godhood, and so he must resent the slave.

198

How can a human being be a god-like “everything” to another? No human relationship can bear the burden of godhood, and the attempt has to take its toll in some way on both parties. The reasons are not far to seek. The thing that makes God the perfect spiritual object is precisely that he is abstract—as Hegel saw. He is not a concrete individuality, and so He does not limit our development by His own personal will and needs. When we look for the “perfect” human object we are looking for someone who allows us to express our will completely, without any frustration or false notes. We want an object that reflects a truly ideal image of ourselves. But no human object can do this; humans have wills and counterwills of their own, in a thousand ways they can move against us, their very appetites offend us. God’s greatness and power is something that we can nourish ourselves in, without its being compromised in any way by the happenings of this world. No human partner can offer this assurance because the partner is real. However much we may idealize and idolize him, he inevitably reflects earthly decay and imperfection. And as he is our ideal measure of value, this imperfection falls back upon us. If your partner is your “All” then any shortcoming in him becomes a major threat to you.

198

Personal relationships carry the same danger of confusing the real facts of the physical world and the ideal images of spiritual realms. The romantic love “cosmology of two” may be an ingenious and creative attempt, but because it is still a continuation of the causa-sui project in this world, it is a lie that must fail. If the partner becomes God he can just as easily become the Devil; the reason is not far to seek. For one thing, one becomes bound to the object in dependency. One needs it for self-justification. One can be utterly dependent whether one needs the object as a source of strength, in a masochistic way, or whether one needs it to feel one’s own self-expansive strength, by manipulating it sadistically. In either case one’s self-development is restricted by the object, absorbed by it. It is too narrow a fetishization of meaning, and one comes to resent it and chafe at it. If you find the ideal love and try to make it the sole judge of good and bad in yourself, the measure of your strivings, you become simply the reflex of another person. You lose yourself in the other, just as obedient children lose themselves in the family. No wonder that dependency, whether of the god or the slave in the relationship, carries with it so much underlying resentment.

We called one’s life style a vital lie, and now we can understand better why we said it was vital: it is a necessary and basic dishonesty about oneself and one’s whole situation. This revelation is what the Freudian revolution in thought really ends up in and is the basic reason that we still strain against Freud. We don’t want to admit that we are fundamentally dishonest about reality, that we do not really control our own lives. We don’t want to admit that we do not stand alone, that we always rely on something that transcends us, some system of ideas and powers in which we are embedded and which support us. This power is not always obvious. It need not be overtly a god or openly a stronger person, but it can be the power of an all-absorbing activity, a passion, a dedication to a game, a way of life, that like a comfortable web keeps a person buoyed up and ignorant of himself, of the fact that he does not rest on his own center. All of us are driven to be supported in a self-forgetful way, ignorant of what energies we really draw on, of the kind of lie we have fashioned in order to live securely and serenely. Augustine was a master analyst of this, as were Kierkegaard, Scheler, and Tillich in our day. They saw that man could strut and boast all he wanted, but that he really drew his “courage to be” from a god, a string of sexual conquests, a Big Brother, a flag, the proletariat, and the fetish of money and the size of a bank balance. The defenses that form a person’s character support a grand illusion, and when we grasp this we can understand the full drivenness of man. He is driven away from himself, from self-knowledge, self-reflection. He is driven toward things that support the lie of his character, his automatic equanimity. But he is also drawn precisely toward those things that make him anxious, as a way of skirting them masterfully, testing himself against them, controlling them by defying them. As Kierkegaard taught us, anxiety lures us on, becomes the spur to much of our energetic activity: we flirt with our own growth, but also dishonestly. This explains much of the friction in our lives. We enter symbiotic relationships in order to get the security we need, in order to get relief from our anxieties, our aloneness and helplessness; but these relationships also bind us, they enslave us even further because they support the lie we have fashioned. So we strain against them in order to be more free. The irony is that we do this straining uncritically, in a struggle within our own armor, as it were; and so we increase our drivenness, the second-hand quality of our struggle for freedom. Even in our flirtations with anxiety we are unconscious of our motives. We seek stress, we push our own limits, but we do it with our screen against despair and not with despair itself. We do it with the stock market, with sports cars, with atomic missiles, with the success ladder in the corporation or the competition in the university. We do it in the prison of a dialogue with our own little family, by marrying against their wishes or choosing a way of life because they frown on it, and so on. Hence the complicated and second-hand quality of our entire drivenness. Even in our passions we are nursery children playing with toys that represent the real world. Even when these toys crash and cost us our lives or our sanity, we are cheated of the consolation that we were in the real world instead of the playpen of our fantasies. We still did not meet our doom on our own manly terms, in contest with objective reality. It is fateful and ironic how the lie we need in order to live dooms us to a life that is never really ours.

Now, what is unique about the child’s perception of the world? For one thing, the extreme confusion of cause-and-effect relationships; for another, extreme unreality about the limits of his own powers. The child lives in a situation of utter dependence; and when his needs are met it must seem to him that he has magical powers, real omnipotence. If he experiences pain, hunger, or discomfort, all he has to do is to scream and he is relieved and lulled by gentle, loving sounds. He is a magician and a telepath who has only to mumble and to imagine and the world turns to his desires. But now the penalty for such perceptions. In a magical world where things cause other things to happen just by a mere thought or a look of displeasure, anything can happen to anyone. When the child experiences inevitable and real frustrations from his parents, he directs hate and destructive feelings toward them; and he has no way of knowing that malevolent feelings cannot be fulfilled by the same magic as were his other wishes.

The Illuminatus! Trilogy

Author: Robert Shea and Robert Anton Wilson

Publisher: Fine Communications (1998)

524

You know the old saying, 'different strokes for different folks'?' she asked over her shoulder. 'Hagbard and FUCKUP have classified sixty-four thousand personality types, depending on which strokes, or gambits, they use most often in relating to others.' She found the book and carefully walked back to her chair. 'For instance,' she said slowly. 'Right now, you can intersect my life line in a number of ways, from kissing my hand to slitting my throat. Between those extremes, you can, let's say, carry on an intellectual conversation with sexual flirtation underneath it, or an intellectual conversation with sexual flirtation and also with kinesic signals indicating that the flirtation is only a game and you don't really want me to respond, and on an even deeper level you can be sending other signals indicating that actually you do want me to respond after all but you're not ready to admit that to yourself. In authoritarian society, as we know it, people are usually sending either very simple dominance signals— 'I'm going to master you, and you better accept it before I get really nasty'— or submissive signals— 'You're going to master me, and I'm reconciled to it.' 'Lord in Heaven,' Harry Coin said softly. 'That was what my first session with him was all about. I tried dominance signals to bluff him, and it didn't work. So I tried submissive signals, which is the only other gimmick I ever knew, and that didn't work either. So I just gave up.' 'Your brain gave up,' Stella corrected. 'The strategy center, for dealing with human relations in authoritarian society, was exhausted. It had nothing left to try. Then the Robot took over. The biogram. You acted from the heart.' 'But what has redundance got to do with this?' George asked. 'Here's the passage,' Stella said. She began to read aloud: People exist on a spectrum from the most redundant to the most flexible. The latter, unless they are thoroughly trained in psychodynamics, are always at a disadvantage to the former in social interactions. The redundant do not change their script; the flexible continually keep changing, trying to find a way of relating constructively. Eventually, the flexible ones find the 'proper' gambit, and communication, of a sort, is possible. They are now on the set created by the redundant person, and they act out his or her script. The steady exponential growth of bureaucracy is not due to Parkinson's Law alone. The State, by making itself ever more redundant, incorporates more people into its set and forces them to follow its script.

The Great book of Amber

Author: Roger Zelazny

Publisher: Harper Voyager (2010)

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 Fourth Way

Author: P.D. Ouspensky

Publisher: Vintage (1971)

359

Q. I have a certain critical attitude to people I see a lot and I tried to stop it, but it has come back again very badly A. Yes, sometimes it can be a very oppressive thing and more difficult to stop than people think There is only one thing—just to look at it from the point of view of personal profit. Does this critical attitude give you anything or not? You will see that it gives you nothing. We often forget this question of personal profit, yet it is not only legitimate, it is the only criterion. Sometimes we spend enormous efforts, time and emotion on things from which we can get no benefit Perhaps this will help you not to criticize. It is just the same as criticizing the weather. Q. I often think that things are arranged badly. A. And you can arrange them better? You can struggle with this way of thinking not at the time when you feel emotionally but later, when you can see better, if only from the point of view that we have to take everything as it is. You cannot change it, you can only change yourself. This is the only right attitude, and if you think sufficiently often about it, this emotional element will disappear and you will see things on the right scale, in right relationships. Q. Is there a way to prevent expressing annoyance? I lose such a lot of energy by it. A. And by expressing it you may create cause for another annoyance. Try to catch yourself on that. When you express annoyance, try to see that you do it not because you realize that you cannot help it but because you deceive yourself by thinking that you do it for a purpose, you wish to change things, people should not do this thing and cause you annoyance, and so on But after you have expressed it, it may be worse, they may annoy you even more It is quite useless to produce wrong results If you think about this wrong result, maybe you will find the energy not to express your annoyance, and then the cause may disappear, because what annoyed you before would make you laugh We often think we express negative emotions, not because we cannot help it, but because we should express them. There is always something deliberate in it

Simone de Beauvoir

Author: Ursula Tidd

Publisher: Routledge Critical Thinkers (2004)

The Origins and History of Consciousness

Author: Erich Neumann

Publisher: Princeton University Press (1954)

402

The child's fear and feeling of being threatened does not derive from the traumatic character of the world, for no trauma exists under normal human conditions or even under primitive ones; it comes rather from the 'night space,' or, to be more precise, it arises when the ego steps forth from this night space. The germinal ego consciousness then experiences the overwhelming impact of the world-and-body stimulus, either directly or in projection. The importance of family relationships lies precisely in the fact that the personal figures of the environment who are the first form of society must be able, as soon as the ego emerges from the primary security of the uroboric state, to offer it the secondary security of the human world.

298

Although consciousness is a product of the unconscious, it is a product of a very special sort. All unconscious contents have, as complexes, a specific tendency, a striving to assert themselves. Like living organisms, they devour other complexes and enrich themselves with their libido. We can see in pathological cases, in fixed or compulsive ideas, manias, and states of possession, and again in every creative process where 'the work' absorbs and drains dry all extraneous contents, how an unconscious content attracts all others to itself, consumes them, subordinates and co-ordinates them, and forms with them a system of relationships dominated by itself. We find the same process in normal life, too, when an idea - love, work, patriotism, or whatever else - comes to the top and asserts itself at the cost of others. One-sidedness, fixation, exclusiveness, etc., are the consequences of this tendency of all complexes to make themselves the center.\r\n \r\nThe peculiarity of the ego complex, however, is twofold; unlike all other complexes it tends to aggregate as the center of consciousness and to group the other conscious contents about itself; and secondly, it is oriented towards wholeness far more than any other complex.

292

The instincts of the collective unconscious form the substrate of this assimilative system. They are repositories of ancestral experience, of all the experience which man, as a species, has had of the world. Their 'field' is Nature, the external world of objects, including the human collective and man himself as an assimilative-reactive, psychophysical unit. That is to say, there is in the collective psyche of man, as in all animals, but modified according to species, a layer built up of man's specifically human, instinctive reactions to his natural environment. A further layer contains group instincts, namely experiences of the specifically human environment, of the collective, race, tribe, group, etc. This layer covers herd instincts, specific group reactions which distinguish a particular race or people from others, and all differentiated relationships to the nonego. A final layer is formed by instinctive reactions to the psychophysical organism and its modifications. For example hunger, hormone constellations, etc., are answered by instinctive reactions. All these layers intercommunicate. Their common factor is that the reactions are purely instinctive, the psychophysical unit reacting as a whole by means of meaningful acts which are not the outcome of individual experience, but of ancestral experience, and which are performed without the participation of consciousness.

267

The essential fate of man, at least of the mature modern man, is enacted on three fronts which, although interconnected, are nonetheless clearly marked off from one another. The world as the outside world of extrahuman events, the community as the sphere of interhuman relationships, the psyche as the world of interior human experience - these are the three basic factors which govern human life, and man's creative encounter with each of them is decisive for the development of the individual.