/tag/attention

39 quotes tagged 'attention'

The attention given to the unconscious has the effect of incubation, a brooding over the slow fire needed in the initial stages of the work; hence the frequent use of the terms decoctio, digestio, putrefactio, solutio. It is really as if attention warmed the unconscious and activated it, thereby breaking down the barriers that separate it from consciousness.


Publisher: Founders House (2015)

Consider, as one example out of many, the way that protecting children turned from a reasonable human concern to an obsessive-compulsive fixation. Raised under the frantic surveillance of helicopter moms, forbidden from playing outside or even visiting another child's home except on the basis of a prearranged and parentally approved play date, a generation of American children were held hostage by a galaxy of parental terrors that have only the most distorted relationship to reality, but serve to distract attention from the fact that the lifestyles chose by these same parents were condemning their children to a troubled and dangerous life in a depleted, polluted and impoverished world. \n The irony reached a dizzying intensity as tens of thousands of American parents rushed out to buy SUVs to transport their children to places every previous generation of American children proved perfectly capable of reaching by themselves on foot or on bike. It became the conventional wisdom, during the peak of the SUV craze, that the safety provided to young passengers by these massive rolling fortresses justified their purchase. No one wanted to deal with the fact that it was precisely the lifestyle exemplified by the SUV that was, and remains, the single most pressing threat to children's long-term safety and welfare. \n A great many of the flailings and posturings that have defined American culture from the Eighties to the present, in other words, unfolded from what Jean-Paul Sartre called 'bad faith' - the unspoken awareness, however frantically denied or repressed, that the things that actually mattered were not things anyone was willing to talk about, and that the solutions everyone wanted to discuss were not actually aimed at their putative targets. The lie at the heart of that bad faith was the desperate attempt to avoid facing the implications of the plain and utterly unwelcome fact that there is no way to make a middle class American lifestyle sustainable. \n Let's repeat that, just for the sake of emphasis: there is no way to make a middle class American lifestyle sustainable.


In times past, recognition of the impermanence of the world usually led to withdrawal. On the one hand, ascetics, monks, and hermits tried to exorcise their desires so as to regard the world with benign resignation, or to draw back and back into the depths of consciousness to become one with the Self in its unmanifest state of eternal serenity. On the other hand, others felt that the world was a state of probation where material goods were to be used in a spirit of stewardship, as loans from the Almighty, and where the main work of life is loving devotion to God and to man. Yet both these responses are based on the initial supposition that the individual is the separate ego, and because this supposition is the work of a double-bind any task undertaken on this basis—including religion—will be self-defeating. Just because it is a hoax from the beginning, the personal ego can make only a phony response to life. For the world is an ever-elusive and ever-disappointing mirage only from the standpoint of someone standing aside from it—as if it were quite other than himself—and then trying to grasp it. Without birth and death, and without the perpetual transmutation of all forms of life, the world would be static, rhythmless, undancing, mummified. But a third response is possible. Not withdrawal, not stewardship on the hypothesis of a future reward, but the fullest collaboration with the world as a harmonious system of contained conflicts—based on the realization that the only real 'I' is the whole endless process. This realization is already in us in the sense that our bodies know it, our bones and nerves and sense-organs. We do not know it only in the sense that the thin ray of conscious attention has been taught to ignore it, and taught so thoroughly that we are very genuine fakes indeed.


In the first place, the child is taught that he is responsible, that he is a free agent, an independent origin of thoughts and actions—a sort of miniature First Cause. He accepts this make-believe for the very reason that it is not true. He can't help accepting it, just as he can't help accepting membership in the community where he was born. He has no way of resisting this kind of social indoctrination. It is constantly reinforced with rewards and punishments. It is built into the basic structure of the language he is learning. It is rubbed in repeatedly with such remarks as, 'It isn't like you to do a thing like that.' Or, 'Don't be a copy-cat; be yourself!' Or, when one child imitates the mannerisms of another child whom he admires, 'Johnny, that's not you. That's Peter!' The innocent victim of this indoctrination cannot understand the paradox. He is being told that he must be free. An irresistible pressure is being put on him to make him believe that no such pressure exists. The community of which he is necessarily a dependent member defines him as an independent member. In the second place, he is thereupon commanded, as a free agent, to do things which will be acceptable only if done voluntarily! 'You really ought to love us,' say parents, aunts, uncles, brother, and sisters. 'All nice children love their families, and do things for them without having to be asked.' In other words. 'We demand that you love us because you want to, and not because we say you ought to.' Part of this nonsense is due to the fact that we confuse the 'must' expressing a condition ('To be human you must have a head') with the 'must' expressing a command ('You must put away your toys'). No one makes an effort to have a head, and yet parents insist that, to be healthy, a child 'must' have regular bowel movements, or that he must try to go to sleep, or that he must make an effort to pay attention—as if these goals were simply to be achieved by muscular exertion. Children are in no position to see the contradictions in these demands, and even if some prodigy were to point them out, he would be told summarily not to 'answer back,' and that he lacked respect for his 'elders and betters.' Instead of giving our children clear and explicit explanations of the game-rules of the community, we befuddle them hopelessly because we—as adults—were once so befuddled, and, remaining so, do not understand the game we are playing.


Although memory records are much more fluid and elusive than photographic film or magnetic tape, the accumulation of memories is an essential part of the ego-sensation. It gives the impression of oneself, the officer, as something that remains while life goes by—as if the conscious self were a stable mirror reflecting a passing procession. This further exaggerates the feeling of separateness, of oneself changing at a pace so much slower than outside events and inside thoughts that you seem to stand aside from them as an independent observer. But memories persist as the whirlpool persists. Conscious attention seems to scan them as computers scan their ever-cycling tapes or other storage mechanisms. Memory is an enduring pattern of motion, like the whirlpool, rather than an enduring substance, like a mirror, a wax tablet, or a sheet of paper. If memories are stored in neurons, there is no standing aside from the stream of events, for neurons flow along in the same stream as events outside the skull. After all, your neurons are part of my external world, and mine of yours! All our insides are outside, there in the physical world. But, conversely, the outside world has no color, shape, weight, heat, or motion without 'inside' brains. It has these qualities only in relation to brains, which are, in turn, members of itself.


I have long been interested in trying to find out how people experience, or sense, their own existence—for what specific sensations do they use the word 'I'? Few people seem to use the word for their whole physical organism. 'I have a body' is more common than 'I am a body.' We speak of 'my' legs as we speak of 'my' clothes, and 'I' seems to remain intact even if the legs are amputated. We say, 'I speak, I walk, I think, and (even) I breathe.' But we do not say, 'I shape my bones, I grow my nails, and I circulate my blood.' We seem to use 'I' for something in the body but not really of the body, for much of what goes on in the body seems to happen to 'I' in the same way as external events. 'I' is used as the center of voluntary behavior and conscious attention, but not consistently. Breathing is only partially voluntary, and we say 'I was sick' or 'I dreamed' or 'I fell asleep' as if the verbs were not passive but active. Nevertheless, 'I' usually refers to a center in the body, but different peoples feel it in different places. For some cultures, it is in the region of the solar plexus. The Chinese hsin, the heart-mind or soul, is found in the center of the chest. But most Westerners locate the ego in the head, from which center the rest of us dangles. The ego is somewhere behind the eyes and between the ears.


Author: Guy Debord
Publisher: kindle import (0)

The lack of general historical life also means that individual life as yet has no history. The pseudo-events that vie for attention in spectacular dramatizations have not been lived by those who are informed about them; and in any case they are soon forgotten due to their increasingly frenetic replacement at every pulsation of the spectacular machinery. Conversely, what is really lived has no relation to the society’s official version of irreversible time, and conflicts with the pseudocyclical rhythm of that time’s consumable by-products. This individual experience of a disconnected everyday life remains without language, without concepts, and without critical access to its own past, which has nowhere been recorded. Uncommunicated, misunderstood and forgotten, it is smothered by the spectacle’s false memory of the unmemorable.


Author: Paul John Eakin
Publisher: Cornell University Press (1999)

[Margo] Jefferson believes that the 'problem' of memoir is 'figuring out how to examine and dramatize ourselves without forgetting to pay the same attention to the larger historical and spiritual forces that have made us.' This, she argues, The Kiss does not do. Harrison's book, she concludes, is of a piece with the publicity surrounding it: 'In the end, you have to treat 'The Kiss' as if it were performance art, with the book, the reviews, the interviews, the editorials and the readers' responses all spread across some vast media gallery.


...Patterns of Childhood is indeed [Christa] Wolf's self-narration, an *intra*relational life which works steadily, as we shall see, to reforge the link between selves past and present. Wolf recognizes continuous identity not only as a fiction of memory but also as an existential fact, necessary for our psychological survival amid the flux of experience. \r\n\r\nLooking back some twenty-five years after the end of World War II, the German novelist seeks to understand her own participation in the pernicious ideology of the Third Reich: as a teenager, she had been an ardent member of a Hitler youth group. But how, the narrator asks, can she connect with an earlier self she has repudiated and repressed? How to begin when at least three distinct stories claim her attention? In this intricately layered narrative, Wolf tracks all three chronologies of her inquiry into the past simultaneously: Nelly's childhood in the 1930's through World War II up to 1946, the narrator's trip to Poland to revisit Nelly's childhood home in July 1971, and the narrator's writing of Nelly's story from November 1972 to 1975. What, Wolf would have us ask, can possibly bind these periods of personal history together? Memory? Narrative? Identity? The use of the first person? 'We would suffer continuous estrangement from ourselves,' she observes, 'if it weren't for our memory of the things we have done, of the things that have happened to us. If it weren't for the memory of ourselves' (4). \r\n\r\nDoes memory indeed provide a basis for continuous identity, uniting us to our acts, our experiences, our earlier selves?


Author: Terence McKenna
Publisher: Bantam Books (1993)

Common sense assumes that, though languages are always evolving, the raw stuff of what language expresses is relatively constant and common to all humans. Yet we also know that the Hopi language has no past or future tenses or concepts. How, then, can the Hopi world be like ours? And the Inuit have no first‑person pronoun. How, then, can their world be like ours? The grammars of languages ‑ their internal rules ‑ have been carefully studied. Yet too little attention has been devoted to examining how language creates and defines the limits of reality. Perhaps language is more properly understood when thought of as magic, for it is the implicit position of magic that the world is made of language.


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.


Another way the dissolving of mind-space shows itself is in the disorientation in respect to time so common in the schizophrenic. We can only be conscious of time as we can arrange it into a spatial succession, and the diminishing of mind-space in schizophrenia makes this difficult or impossible. For example, patients may complain that “time has stopped,” or that everything seems to be “slowed down” or “suspended,” or more simply that they have “trouble with time.” As one former patient remembered it after he was well: \r\n\r\n>For a long time no days seemed to me like a day and no night seemed like a night. But this in particular has no shape in my memory. I used to tell time by my meals, but as I believed we were served sets of meals in each real day — about half a dozen sets of breakfast, lunch, tea, and dinner in each twelve hours — this was not much help. \r\n\r\nOn the face of it, this may seem inconsistent with the hypothesis that schizophrenia is a partial relapse to the bicameral mind. For bicameral man certainly knew the hours of the day and the seasons of the year. But this knowing was, I suggest, a very different knowing from the narratization in a spatially successive time which we who are conscious are constantly doing. Bicameral man had behavioral knowing, responding to the cues for rising and sleeping, for planting and harvesting, cues so important that they were worshiped, as at Stonehenge, and were probably hallucinogenic in themselves. For someone coming from a culture where attention to such cues has been superseded by a different sense of time, the loss of that spatial successiveness leaves the patient in a relatively timeless world. It is interesting in this connection that when it is suggested to normal hypnotic subjects that time does not exist, a schizophrenic form reaction results.


Our sense of justice depends on our sense of time. Justice is a phenomenon only of consciousness, because time spread out in a spatial succession is its very essence. And this is possible only in a spatial metaphor of time. Instances of this increased spatialization are common. Committing violence at one time begets a punishment at some time to follow (245f.). Long and steep is the path to goodness (290). A good man is he who sees what will be better afterward (294). Add little to little and it will become great (362). Work with work upon work to gain wealth (382). These notions are impossible unless the before and after of time are metaphored into a spatial succession. This basic ingredient of consciousness, which began in Assyrian building inscriptions in 1300 B.C. (see the previous chapter), has indeed come a long way. It is important here to understand how closely coupled this new sense of time and justice is to what can be called the secularization of attention. By this I mean the shift in attention toward the everyday problems of making a living, something that is totally foreign to the mighty god-devised epics which preceded it.


In the Internal Phase, phrenes become the temporal pattern of sensations associated with respiratory changes. These come from the diaphragm, the intercostal muscles of the rib-cage, and the smooth muscles surrounding the bronchial tubes which regulate their bore and so the resistance of them to the passage of air, this mechanism being controlled by the sympathetic nervous system. We should remember here how extremely responsive our breathing is to various types of environmental stimulation. A sudden stimulus, and we 'catch our breath'. Sobbing and laugh-ing have obvious distinct internal stimulation from the diaphragm and intercostals. In great activity or excitement, there is an increase in both the rate and depth of breathing with the resulting internal stimulation. Either pleasantness or unpleasantness usually shows increased breathing. Momentary attention 264 The Witness of History is clearly correlated with partial or complete inhibition of breathing. A surprise, and our rate of breathing increases and becomes irregular. Apart from rate, there are also unique changes in the proportion of time occupied by inspiration and by expiration in a single breath cycle. This is best measured by determining the percent of the duration of the breath cycle taken up by inspiration. This is about 16 percent in speech, 23 percent in laughter, 30 percent in attentive mental work, 43 percent when at rest, 60 percent or more in excitement, 71 percent in subjects imagining a wonderful or surprising situation, and 75 percent in sudden fright.3 The point I am trying to make here is that our phrenes or respiratory apparatus can almost be looked at as recording everything we do in quite distinct and distinguishable ways.


temporal development of the preconscious hypostases can be roughly divided into four phases: Phase I: Objective: Occurred in the bicameral age when these terms referred to simple external observations. Phase I I : Internal: Occurred when these terms have come to mean things inside the body, particularly certain internal sensations. Phase I I I : Subjective: W h e n these terms refer to processes that we would call mental; they have moved from internal stimuli supposedly causing actions to internal spaces where metaphored actions may occur. Phase I V : Synthetic: W h e n the various hypostases unite into one conscious self capable of introspection. The reason I am setting these out, perhaps pretentiously, as four separate phases is to call your attention to the important psychological differences of transition between these phases. The transition from Phase I to Phase II occurred at the beginning of the breakdown period. It comes from the absence or the inappropriateness of gods and their hallucinated directions. The buildup of stress for want of adequate divine decisions increases the psychological concomitants of such stress until they are labeled with terms that previously applied to only external perception. The transition from Phase II to Phase III is a much more 2 Professor A. D. H. Adkins has made this drawing-together of the various mind-words into one the theme of his book From the Many to the One (Ithaca: Cornell University Press, 1970). I N T E L L E C T U A L C O N S C I O U S N E S S O F G R E E C E 261 complicated matter. And much more interesting. It is due to the paraphrand generator of metaphor described in 1.2. In that chapter, I outlined the four-part process of metaphor, how we begin with a less-known term called a metaphrand which is to be described, and then describe it by applying to it a better-known metaphier which is similar to it in some way. Usually there are simple associations of the metaphier which I have called paraphiers, which then project back as associates of the original metaphrand, these new associates being called paraphrands. Such paraphrands are generative in a sense that they are new in their association with the metaphrand. And this is how we are able to generate the kind of 'space' which we introspect upon and which is the necessary substrate of consciousness. This is really quite simple as we shall see shortly. And, finally, the synthesis of the separate hypostases into the unitary consciousness of Phase IV is a different process also. I suggest that as the subjective Phase III meanings of thumos, phrenes, et al. become established, their original anatomical bases in different internal sensations wither away, leaving them to become confused and to join together on the basis of their shared metaphiers, e.g., as 'containers' or 'persons.' But this synthetic unity of consciousness may also have been helped by what can be called the laicization of attention and its consequent recognition of individual differences in the seventh century B.C., a process which resulted in a new concept of self.


So far, all our analysis has been about how and why the bicameral mind collapsed. It could indeed be asked at this point why man did not simply revert to his previous condition. Sometimes he did. But the inertia of the more complex cultures prevented the return to tribal life. Man was trapped in his own civilization. Huge cities simply are there, and their ponderous habits of working keep going even as their divine control lapses away. Language too is a brake upon social change. The bicameral mind was an offshoot of the acquisition of language, and language by this time had a vocabulary demanding such attention to a civilized environment as to make a reversion to something of at least 5000 years earlier almost impossible.


In consciousness, we are never 'seeing' anything in its entirety. This is because such 'seeing' is an analog of actual behavior j and in actual behavior we can only see or pay attention to a part of a thing at any one moment. And so in consciousness. We excerpt from the collection of possible attentions to a thing which comprises our knowledge of it. And this is all that it is possible to do since consciousness is a metaphor of our actual behavior. Thus, if I ask you to think of a circus, for example, you will first have a fleeting moment of slight fuzziness, followed perhaps by a picturing of trapeze artists or possibly a clown in the center ring. Or, if you think of the city which you are now in, you will excerpt some feature, such as a particular building or tower or crossroads. Or if I ask you to think of yourself, you will make some kind of excerpts from your recent past, believing you are then thinking of yourself. In all these instances, we find no difficulty or particular paradox in the fact that these excerpts are not the things themselves, although we talk as if they were. Actually we are never conscious of things in their true nature, only of the excerpts we make of them. The variables controlling excerption are deserving of much 62 The Mind of Man more thought and study. For on them the person's whole consciousness of the world and the persons with whom he is interacting depend. Your excerptions of someone you know well are heavily associated with your affect toward him. If you like him, the excerpts will be the pleasant things; if not, the unpleasant. The causation may be in either direction. How we excerpt other people largely determines the kind of world we feel we are living in. Take for example one's relatives when one was a child. If we excerpt them as their failures, their hidden conflicts, their delusions, well, that is one thing. But if we excerpt them at their happiest, in their idiosyncratic delights, it is quite another world. Writers and artists are doing in a controlled way what happens 'in' consciousness more haphazardly. Excerption is distinct from memory. An excerpt of a thing is in consciousness the representative of the thing or event to which memories adhere, and by which we can retrieve memories. If I wish to remember what I was doing last summer, I first have an excerption of the time concerned, which may be a fleeting image of a couple of months on the calendar, until I rest in an excerption of a particular event, such as walking along a particular riverside. And from there I associate around it and retrieve memories about last summer. This is what we mean by reminiscence, and it is a particular conscious process which no animal is capable of. Reminiscence is a succession of excerptions. Each so-called association in consciousness is an excerption, an aspect or image, if you will, something frozen in time, excerpted from the experience on the basis of personality and changing situational factors.6


what are we really trying to do when we try to understand anything? Like children trying to describe nonsense objects, so in trying to understand a thing we are trying to find a metaphor for that thing. Not just any metaphor, but one with something more familiar and easy to our attention. Understanding a thing is to arrive at a metaphor for that thing by substituting something more familiar to us. And the feeling of familiarity is the feeling of understanding. Generations ago we would understand thunderstorms perhaps as the roaring and rumbling about in battle of superhuman gods. We would have reduced the racket that follows the streak of lightning to familiar battle sounds, for example. Similarly today, we reduce the storm to various supposed experiences with friction, sparks, vacuums, and the imagination of bulgeous banks of burly air smashing together to make the noise. None of these really exist as we picture them. Our images of these events of physics are as far from the actuality as fighting gods. Yet they act as the metaphor and they feel familiar and so we say we understand the thunderstorm.


The essential point here is that there are several stages of creative thought: first, a stage of preparation in which the problem is consciously worked over then a period of incubation without any conscious concentration upon the problem; and then the illumination which is later justified by logic. The parallel between these important and complex problems and the simple problems of judging weights or the circle-triangle series is obvious. The period of preparation is essentially the setting up of a complex struction together with conscious attention to the materials on which the struction is to work. But then the actual process of reasoning, the dark leap into huge discovery, just as in the simple trivial judgment of weights, has no representation in consciousness. Indeed, it is sometimes almost as if the problem had to be forgotten to be solved.


In consciousness, we are never 'seeing' anything in its entirety. This is because such 'seeing' is an analog of actual behavior; and in actual behavior we can only see or pay attention to a part of a thing at any one moment. And so in consciousness. We excerpt from the collection of possible attentions to a thing which comprises our knowledge of it. And this is all that it is possible to do since consciousness is a metaphor of our actual behavior.\n \nThus, if I ask you to think of a circus, for example, you will first have a fleeting moment of slight fuzziness, followed perhaps by a picturing of trapeze artists or possibly a clown in the center ring. Or, if you think of the city which you are now in, you will excerpt some feature, such as a particular building or tower or crossroads. Or if I ask you to think of yourself, you will make some kind of excerpts from your recent past, believing you are then thinking of yourself. In all these instances, we find no difficulty or particular paradox in the fact that these excerpts are not the things themselves, although we talk as if they were. Actually we are never conscious of things in their true nature, only of the excerpts we make of them.\n \nThe variables controlling excerption are deserving of much more thought and study. For on them the person's whole consciousness of the world and the persons with whom he is interacting depend. Your excerptions of someone you know well are heavily associated with your affect toward him. If you like him, the excerpts will be the pleasant things; if not, the unpleasant. The causation may be in either direction.\n \nHow we excerpt other people largely determines the kind of world we feel we are living in. Take for example one's relatives when one was a child. If we excerpt them as their failures, their hidden conflicts, their delusions, well, that is one thing. But if we excerpt them at their happiest, in their idiosyncratic delights, it is quite another world. Writers and artists are doing in a controlled way what happens 'in' consciousness more haphazardly.


Members of a psychology class were asked to compliment any girl at the college wearing red. Within a week the cafeteria was a blaze of red (and friendliness), and none of the girls was aware of being influenced. Another class, a week after being told about unconscious learning and training, tried it on the professor. Every time he moved toward the right side of the lecture hall, they paid rapt attention and roared at his jokes. It is reported that they were almost able to train him right out the door, he remaining unaware of anything unusual*.'\n\n *W. Lambert Gardiner, Psychology: A Story of a Search (Belmont, California: Brooks/Cole, 1970), p. 76.


Author: Ernest Becker
Publisher: Free Press (1975)

What are we to make of a creation in which the routine activity is for organisms to be tearing others apart with teeth of all types—biting, grinding flesh, plant stalks, bones between molars, pushing the pulp greedily down the gullet with delight, incorporating its essence into one’s own organization, and then excreting with foul stench and gasses the residue. Everyone reaching out to incorporate others who are edible to him. The mosquitoes bloating themselves on blood, the maggots, the killerbees attacking with a fury and a demonism, sharks continuing to tear and swallow while their own innards are being torn out—not to mention the daily dismemberment and slaughter in “natural” accidents of all types: an earthquake buries alive 70 thousand bodies in Peru, automobiles make a pyramid heap of over 50 thousand a year in the U.S. alone, a tidal wave washes over a quarter of a million in the Indian Ocean. Creation is a nightmare spectacular taking place on a planet that has been soaked for hundreds of millions of years in the blood of all its creatures. The soberest conclusion that we could make about what has actually been taking place on the planet for about three billion years is that it is being turned into a vast pit of fertilizer. But the sun distracts our attention, always baking the blood dry, making things grow over it, and with its warmth giving the hope that comes with the organism’s comfort and expansiveness. “Questo sol m’arde, e questo m’innamore,” as Michelangelo put it.


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.


Publisher: Bantam Books (1982)

We are now in a position to integrate the perspectives of three large fields: psychology, biology and physics. By combining the positions of Sagan, Crick, and Wigner as spokesmen for the various outlooks, we get a picture of the whole that is quite unexpected. First, the human mind, including consciousness and reflective thought, can be explained by activities of the central nervous system, which, in turn, can be reduced to the biological structure and function of that physiological system. Second, biological phenomena at all levels, can be totally understood in terms of atomic physics, that is, through the action and interaction of the component atoms of carbon, nitrogen, oxygen, and so forth. Third, and last, atomic physics, which is now understood most fully by means of quantum mechanics, must be formulated with the mind as a primitive component of the system. We have thus, in separate Rediscovering the Mind 40 Circle – from the mind, back to the mind. The results of this chain of reasoning will probably lead more aid and comfort to Eastern mystics than to neurophysiologists and molecular biologists; nevertheless, the closed loop follows from a straightforward combination of the explanatory processes of recognized experts in the three separate sciences. Since individuals seldom work with more than one of these paradigms, the general problem has received little attention. If we reject this epistemological circularity, we are left with two opposing camps: a physics with a claim to completeness because it describes all of nature, and a psychology that is all-embracing because it deals with the mind, our only source of knowledge of the world. Given the problems in both of these views, it is perhaps well to return to the circle and give it more sympathetic consideration. If it deprives us of firm absolutes, at least it encompasses the mind-body problem and provides a framework within which individual disciplines can communicate. The closing of the circle provides the best possible approach for psychological


Author: P.D. Ouspensky
Publisher: Vintage (1971)

You must know in yourself the most important negative emotion, because everybody has a pet one and you must begin with that. You must know where to begin, and when you know that, you can study practical methods. But, first and last, when you find negative emotions in yourself, you must understand that the causes are in you and not in other people—they are internal, not external. When you realize that they are in yourself, results will begin to come according to the depth of your conviction and the continuance of your memory. You see, what I want you to understand is that each person separately has a certain definite point which prevents him from working rightly. This point must be found. Each person has many such points, but one is bigger than the others. So each of you separately must find your chief difficulty and, having found it, work against it. This may help you for a certain time, and then perhaps you will have to find another difficulty, and another, and another. Until you find your difficulty of the present moment you will not be able to work in the right way. The first difficulty for everybody is the word 'I'. You say 'I' and do not think that this is only a small part of you that is speaking. But behind and beyond this there must be something else, and this is what you have to find. It may be a particular kind of negative emotion, a particular kind of identification, or imagination, or many other things. You must understand that all the difficulties people have are such because people are such. Difficulties can disappear or change only when people change. Nobody can make their difficulties easier for them. Suppose a good magician came and took away all their difficulties, it would be a very bad service to them, for people would be satisfied to remain as they are because there would be no reason for them to wish to change. Try to think what makes things very difficult or takes much of your attention


This is one of our greatest illusions, that we can make decisions. It is necessary to be in order to make decisions because, as we are, one little 'I' makes decisions and another 'I', which does not know about it, is expected to carry them out. This is one of the first points we have to realize, that, as we are, we cannot make decisions even in small things— things just happen. But when you understand this rightly, when you begin to look for the causes, and when you find these causes, you will be able to work and perhaps to make decisions, although for a long time only in relation to work, not to anything else. The first thing you have to decide is to do your own work and to do it regularly, to remind yourself about it, not to let it slip away. We forget things too easily. We decide to make efforts—certain kind of efforts and certain kind of observation—and then just ordinary things, ordinary octaves, interrupt it all and we forget. Again we remember and again we forget, and so it goes on It is necessary to forget less and to remember more, it is necessary to keep certain realizations, certain things that you have already seen and understood, always with you. You must try not to forget them The chief difficulty is what to do and how to make yourself do it. To make yourself think regularly, work regularly—this is the thing. Only then will you begin to see yourself, that is, to see what is more important and what is less important, where to put your attention and so on Otherwise what happens? You decide to work, to do something, to change things—and then you remain just where you were. Try to think about your work, what you are trying to do, why you are trying to do it, what helps you to do it and what hinders you, both from outside and inside. It can also be useful to think about external events because they show you how much depends on the fact that people are asleep, that they are incapable of thinking rightly, incapable of understanding. When you have seen this outside, you can apply it to yourself. You will see the same confusion in yourself on all sorts of different subjects. It is difficult to think, difficult to see where to begin to think once you realize this, you start to think in the right way If you find your way to think rightly about one thing, that will immediately help you to think rightly about other things The difficulty is that people do not think rightly about anything.


We can understand this to a certain extent by analogy. If we take man as the Absolute and try to find the ultimate limits that can be reached within himself by his will, even the most superficial knowledge of human physiology will give us an answer to this question. Man's will (taking it as a conditional concept) may govern the movements of the whole body, of separate limbs, of some organs and of breathing. If a man concentrates his attention on the tip of his nose, he begins to feel it. By this concentration he may even provoke a slight sensation in some tissues. But he can in no way manifest his will in relation to some separate cell in his body; cells are too small for this. Man's will can manifest itself only in relation to tissues, in relation to cells it can no longer manifest itself. If we take man as analogous to the Absolute, tissues will correspond to World 3, and cells to World 6


Q. Could you explain a little more what you mean by buffers? A. Buffers are very difficult to describe or define. As I said, they are a kind of partitions in us that keep us from observing ourselves. You may have different emotional attitudes (they always refer to emotional attitudes) towards the same thing in the morning, at midday, and in the evening, without noticing it. Or in a certain set of circumstances you have one kind of opinions and in other circumstances another kind of opinions, and buffers are walls that stand between them. Generally each buffer is based on some kind of wrong assumption about oneself, one's capacities, one's powers, inclinations, knowledge, being, consciousness and so on. They differ from ordinary wrong ideas because they are permanent; in given circumstances one always feels and sees the same thing; and you must understand that in man 1, 2 and 3 nothing must be permanent. The only chance he has of changing is that there is nothing permanent in him. Opinions, prejudices, preconceived ideas are not buffers yet, but when they become very firm, and always the same, and always have the same trick of shutting things off from our sight, they become buffers. If people have some kind of constant wrong attitude, based on wrong information, wrong work of centres, negative emotion, if they always use the same kind of excuse, they prepare buffers. And when a buffer is established and becomes permanent, it stops all possible progress. If buffers continue to develop, they become fixed ideas, and that is already insanity, or the beginning of insanity. Buffers can be very different. For instance, I knew a man who had a very interesting buffer. Every time he did something wrong, he said that he did it on purpose, as an experiment. This is a very good example of a buffer. Another man had a buffer that he was never late; so, with this buffer firmly established he was always late but never noticed it, and if his attention was drawn to it, he was always astonished and said, 'How can I be late? I am never late!


Q. Could you, please, say again which is internal and which external considering? A. External considering is a form of self-remembering in relation to people. You take other people into consideration and do, not what is pleasant to you, but what is pleasant to them. It means you must sacrifice yourself, but it does not mean self sacrifice. It means that in relation to people you must not act without thinking. You must think first, and then act. Your thinking will show you that, more often than not, if this person would prefer you to act in one manner and not in another, it is all the same to you, so why not do what he likes? So the idea of sacrifice does not enter into it. But if it is not the same to you, it is quite a different question. What is better for you, what is better for them, who those people are, what you want from them, what you want to do for them—all this must enter into it. But the idea is that in relation to people things must not happen mechanically, without thinking. You must decide your course of action. It means you do not walk over people without seeing them. And internal considering means that you walk over them without noticing. We have too much internal and not enough external considering. External considering is very important for self-remembering. If we have not got enough of it, we cannot remember ourselves. Q. Is it the same as understanding people? A. No, you can understand people only as much as you understand yourself. It is understanding their difficulties, understanding what they want, watching the impression you produce on people and trying not to produce a wrong impression. Q. Would you say that kindness is external considering? A. What you knew in life is not external considering. It is necessary to understand the principle and create standards for oneself. With the help of external considering you control the impression you wish to produce. With internal considering you wish to produce one impression and produce a different one. Q. External considering seems to me very far away. A. It must be here to-day. If it remains far away, you remain far away yourself. Q. Does external considering involve the ability to play a conscious role? A. Yes, but there are different degrees. External considering is only the beginning; to play a conscious role means much more. Q. And what is internal considering? A. Feeling that people do not pay you enough; making accounts; always feeling cheated, underpaid. Q. I find it very difficult to stop inner considering. Is there any special technique to be employed against it? A. No, there is no special technique—only understanding and right points of view. Observe more. Perhaps you will find moments free from considering and see how to begin struggling with it and studying it. It is mechanical, a mechanical attitude, the same as identification. Q. Is self-justification always a manifestation of internal considering? A. It is connected with it, but it is another thing. Internal considering does not need any justification. One must have a reason for justifying, but if one is in internal considering, one always justifies it. Internal considering means identification; external considering means struggle with identification. Internal considering is mechanical; external considering means at least attention. So by practising non-identifying, by trying to control attention, you find many opportunities of studying external considering and, if you find examples, perhaps you will find methods of struggling with internal considering and transforming it into the practice of external considering. For instance, you are talking to somebody from whom you want to get something. Say he knows something and you want him to tell you what he knows. Then you must speak in the way he would like, not argue, not oppose him. External considering is always practical. Q. Does inner considering mean considering oneself too much? A. It always takes the form of inner bargaining, of thinking that other people do not consider you enough. It is very important to understand inner considering. There are so many subtle forms of it we do not notice, and yet our life is filled with it. Q. Is desire to be noticed considering? A. Both desire to be and not to be noticed is considering. There are many psychological states that ordinary psychology cannot explain or describe which depend on identifying and considering. Q. How is it best to think of inner considering? A. You must try in free moments to have a right mind about it. When you are considering, it is too late. You must think of typical cases of considering, of what produces it, and then have a right point of view about it, realize how useless and ridiculous it is. Then compare it with external considering, and try not to forget it. If you do this you may remember it when a moment of considering comes, and perhaps it will not come. What is really important is to think about considering when you are free from it, and not justify or hide it from yourself. Q. The more I try to work, the more I seem to consider internally. It seems the most difficult thing to deal with. A. Considering cannot grow if you work, it only becomes more visible. And that means that it diminishes, for it cannot be seen without it diminishing. The fact that you notice it proves that it has become less strong. This is a natural illusion, the same as when one feels that one does not understand whereas before one understood. This means that one begins to understand. The first doubt about one's understanding already means a certain understanding.


Q. I think I have not got the right idea about identification. Does it mean that things control us and not that we control things? \nA. Identification is a very difficult thing to describe, because no definitions are possible. Such as we are we are never free from identifying. If we believe that we do not identify with something, we are identified with the idea that we are not identified. You cannot describe identification in logical terms. You have to find a moment of identification, catch it, and then compare things with that moment. Identification is everywhere, at every moment of ordinary life. When you begin self-observation, some forms of identification already become impossible. But in ordinary life almost everything is identification. It is a very important psychological feature that permeates the whole of our life, and we do not notice it because we are in it. The best way to understand it is to find some examples. For instance, if you see a cat with a rabbit or a mouse — this is identification. Then find analogies to this picture in yourself. Only, you must understand that it is there every moment, not only at exceptional moments. Identification is an almost permanent state in us. You must be able to see this state apart from yourself, separate it from yourself, and that can only be done by trying to become more conscious, trying to remember yourself, to be aware of yourself. Only when you become more aware of yourself are you able to struggle with manifestations like identification. \n\nQ. I find when I am identified it is nearly always with things inside me. \nA. Perhaps you are right; perhaps you are not right. You may think you are identified with one thing when in reality you are identified with quite a different thing. This does not matter at all; what matters is the state of identification. In the state of identification you cannot feel right, see right, judge right. But the subject of identification is not important: the result is the same. \n\nQ. So what is the way to overcome identification? \nA. That is another thing. It is different in different cases. First it is necessary to see; then it is necessary to put something against it. \n\nQ. What do you mean by 'put something against it'? \nA. Just turn your attention to something more important. You must learn to distinguish the important from the less important, and if you turn your attention to more important things you become less identified with unimportant things. You must realize that identification can never help you; it only makes things more confused and more difficult. If you realize even that—that alone may help in some cases. People think that to be identified helps them, they do not see that it only makes things more difficult. It has no useful energy at all, only destructive energy. \n\nQ. Is identification mainly emotion? \nA. It always has an emotional element—a kind of emotional disturbance, but sometimes it becomes a habit, so that one does not even notice the emotion. \n\nQ. I realize that it is important to be emotional in the right way, but when I feel something emotionally in the work, I soon destroy the whole thing. \nA. Only identification is destructive. Emotion can only give new energy, new understanding. You take identification for emotion. You do not know emotion without identification, so, in the beginning, you cannot visualize an emotion free from it. People often think they speak about an emotional function when in reality they speak about identification. \n\nQ. Is it possible for us, as we are now, to have any feeling at all without identifying? \nA. Very difficult, unless we begin to watch ourselves. Then easy kinds of identification—I mean easy individually—will respond to treatment. But everyone has his own specialties in identification. For instance, it is easy for me not to identify with music, for another it may be very difficult. \n\nQ. Is love without identification possible? \nA. I would say love is impossible with identification. Identification kills all emotions, except negative emotions. With identification only the unpleasant side remains. \n\nQ. Non-identifying does not mean aloofness? \nA. On the contrary, aloofness needs identification. Non-identifying is quite a different thing. \n\nQ. If you are identified with an idea, how can you stop it? \nA. First by understanding what identification means and then by trying to remember yourself. Begin with simple cases, then later you can deal with the more difficult. \n\nQ. As you develop self-remembering do you acquire a sort of detached attitude, more free from identification? \nA. Detached attitude in the sense that you know your attitudes better; you know what is useful to you and what is not useful. If you do not remember yourself it is easy to make a mistake about it. For instance, one can undertake some kind of study that is really quite useless. Self-remembering helps understanding, and understanding always means bringing everything to a certain centre. You must have a central point in all your work, in all your attitudes, and self-remembering is a necessary condition for that. We must talk more about identifying if it is not clear. It will become more clear when you find two or three good examples. It is a certain state in which you are in the power of things. \n\nQ. If I look closely and think deeply, does it mean I have become identified? \nA. No, identifying is a special thing, it means losing oneself. As I said, it is not so much a question of what one is identified with. Identification is a state. You must understand that many things you ascribe to things outside you are really in you. Take for instance fear. Fear is independent of things. If you are in a state of fear, you can be afraid of an ash-tray. This often happens in pathological states, and a pathological state is only an intensified ordinary state. You are afraid, and then you choose what to be afraid of. This fact makes it possible to struggle with these things, because they are in you. \n\nQ. Can we have any understanding with identification? \nA. How much can you understand in deep sleep, which is what identification is? If you remember your aim, realize your position and see the danger of sleep, it will help you to sleep less. \n\nQ. What is the difference between sympathy and identification? \nA. It is quite another thing; it is a normal and legitimate emotion and can exist without identification. There may be sympathy without identification and sympathy with identification. When sympathy is mixed with identification, it often ends in anger or another negative emotion. \n\nQ. You spoke of losing oneself in identification. Which self? \nA. All, everything. Identifying is a very interesting idea. There are two stages in the process of identifying. The first stage denotes the process of becoming identified, the second a state when identification is complete. \n\nQ. The first stage is quite harmless? \nA. If it attracts too much attention and occupies too much time, it leads to the second. \n\nQ. When you desire something, can you desire it without identification? \nA. Identification is not obligatory. But if you desire to hit someone, you cannot do it without identification; if identification disappears, you do not want to any longer. It is possible not to lose oneself; losing oneself is not a necessary element at all. \n\nQ. Is it possible to identify with two things at once? \nA With ten thousand! It is necessary to observe and observe. From one point of view struggling with identification is not so difficult, because, if we can see it, it becomes so ridiculous that we cannot remain identified. Other people's identification always seems ridiculous and ours may become so too. Laughter may be useful in this respect if we can turn it on ourselves. \n\nQ. I cannot see why identification is a bad thing. \nA. Identification is a bad thing if you want to awake, but if you want to sleep, then it is a good thing. \n\nQ. Would not everything we do suffer if we kept our minds on keeping awake instead of attending to what we are doing? \nA. I have already explained that it is quite the opposite. We can do well whatever we are doing only as much as we are awake. The more we are asleep, the worse we do the thing we are doing—there are no exceptions. You take it academically, simply as a word, but between deep sleep and complete awakening there are different degrees, and you pass from one degree to another. \n\nQ. If we feel more awake, we should not overtax these moments, should we? \nA. How can we overtax them? These moments are too short even if we have glimpses. We can only try not to forget them and act in accordance with these moments. This is all we can do. \n\nQ. Can you say that identification is being in the grip of something, not being able to shake off some idea in mind? \nA. Being in the grip of things is an extreme case. There are many small identifications which are very difficult to observe, and these are the most important because they keep us mechanical. We must realize that we always pass from one identification to another. If a man looks at a wall, he is identified with the wall. \n\nQ. How does identification diner from associations? \nA. Associations are quite another thing; they can be more controlled or less controlled, but they have nothing to do with identification. Different associations are a necessary part of thinking; we define things by associations and we do everything with the help of associations. \n\nQ. I cannot see why an 'I' changes. Can the cause always be seen in some identification? \nA. It is always by associations. A certain number of 'I's try to push their way to the front, so as soon as one loses oneself in one of them it is replaced by another. We think that 'I's are just passive, indifferent things, but emotions, associations, memories, always work. That is why it is useful to stop thinking, even occasionally, as an exercise. Then you will begin to see how difficult it is to do it. Your question simply shows that you have never tried, otherwise you would know. \n\nQ. Is concentration identification? \nA. Concentration is controlled action; identification controls you. \n\nQ. Is concentration possible for us? \nA. There are degrees. Intentional concentration for half an hour is impossible. If we could concentrate without external help, we would be conscious. But everything has degrees. \n\nQ. Is the beginning of a new observation identification with the object you observe? \nA. Identification happens when you are repelled or attracted by something. Study or observation does not necessarily produce identification, but attraction and repulsion always does. Also, we use too strong a language, and this automatically produces identification. We have many automatic appliances of this sort. \n\nQ. What can I do about identification? I feel that I always lose myself in whatever I do. It does not seem possible to be different. \nA. No, it is possible. If you have to do something, you have to do it, but you may identify more or identify less. There is nothing hopeless in it so long as you remember about it. Try to observe; you do not always identify to the same extent; sometimes you identify so that you can see nothing else, at other times you can see something. If things were always the same, there would be no chance for us, but they always vary in degree of intensity, and that gives a possibility of change. Everything we do, we have to learn in advance. If you want to drive a car, you have to learn beforehand. If you work now, in time you will have more control. \n\nQ. Why is it wrong to be completely absorbed in one's work? \nA. It will be bad work. If you are identified, you can never get good results. It is one of our illusions to think that we must lose ourselves to get good results, for in this way we only get poor results. When one is identified, one does not exist; only the thing exists with which one is identified. \n\nQ. Is the aim of non-identifying to free the mind from the object? \nA. The aim is to awake. Identifying is a feature of sleep; identified mind is asleep. Freedom from identifying is one of the sides of awakening. A state where identifying does not exist is quite possible, but we do not observe it in life and we do not notice that we are constantly identified. Identifying cannot disappear by itself; struggle is necessary. \n\nQ. How can anyone awake if identification is universal? \nA. One can only awake as a result of effort, of struggle against it. But first one must understand what to identify means. As in everything else, so in identification there are degrees. In observing oneself one finds when one is more identified, less identified or not identified at all. If one wants to awake, one must and can get free from identification. As we are, every moment of our life we are lost, we are never free, because we identify. \n\nQ. Can you give an example of identification? \nA. We identify all the time, that is why it is difficult to give an example. For instance, take likes and dislikes, they all mean identification, especially dislikes. They cannot exist without identification and generally they are nothing but identification. Usually people imagine that they have many more dislikes than they actually have. If they investigate and analyse them, they will probably find that they only dislike one or two things. When I studied it, there was only one real dislike that I could find in myself. But you must find your own examples; it must be verified by personal experience. If at a moment of a strong identification you try to stop it, you will see the idea. \n\nQ. But I still do not understand what it is! \nA. Let us try from the intellectual side. You realize that you do not remember yourself? Try to see why you cannot and you will find that identification prevents you. Then you will see what it is. All these things are connected. \n\nQ. Is non-identifying the only way to know what identifying is? \nA. No, as I explained, by observing it, because it is not always the same. We do not notice the temperature of our body except when it becomes a little higher or lower than normal. In the same way we can notice identification when it is stronger or weaker than usual. By comparing these degrees we can see what it is. \n\nQ. In struggling with identification is it necessary to know why one is identified? \nA. One is identified not for any particular reason or purpose, but in all cases because one cannot help it. How can you know why you identify? But you must know why you struggle. This is the thing. If you do not forget the reason why, you will be ten times more successful. Very often we begin struggling and then forget why. There are many forms of identification, but the first step is to see it; the second step is to struggle with it in order to become free from it. As I said, it is a process, not a moment; we are in it all the time. We spend our energy in the wrong way on identification and negative emotions; they are open taps from which our energy flows out. \n\nQ. Can one suddenly change the energy of anger into something else? One has tremendous energy at these moments. \nA. One has tremendous energy, and it works by itself, without control, and makes one act in a certain way. Why? What is the connecting link? Identification is the link. Stop identification and you will have this energy at your disposal. How can you do this? Not at once; it needs practice at easier moments. When emotion is very strong you cannot do it. It is necessary to know more, to be prepared. If you know how not to identify at the right moment, you will have great energy at your disposal. What you do with it is another thing; you may lose it again on something quite useless. But it needs practice. You cannot learn to swim when you fall into the sea during a storm— you must learn in calm water. Then, if you fall in, you may perhaps be able to swim. I repeat again: it is impossible to be conscious if you are identified. This is one of the difficulties that comes later, because people have some favourite identifications which they do not want to give up, and at the same time they say they want to be conscious. The two things cannot go together. There are many incompatible things in life, and identification and consciousness are two of the most incompatible. \n\nQ. How can one avoid the reaction which comes after feeling very enthusiastic? Is it due to identification? \nA. Yes, this reaction comes as a result of identification. Struggle with identification will prevent it from happening. It is not what you call enthusiasm that produces the reaction, but the identification. Identification is always followed by this reaction. \n\nQ. Is a bored man identified with nothing? \nA. Boredom is also identification—one of the biggest. It is identification with oneself, with something in oneself. \n\nQ. It seems to me I cannot study a person without losing myself in him or her, yet I understand that this is wrong? \nA. It is a wrong idea that one cannot study a person or anything else without losing oneself. If you lose yourself in anything, you cannot study it. Identifying is always a weakening element: the more you identify the worse your study is and the smaller the results. You may remember that in the first lecture I said that identifying with people takes the form of considering. There are two kinds of considering: internal and external. Internal considering is the same as identifying. External considering needs a certain amount of self-remembering; it means taking into account other people's weaknesses, putting oneself in their place. Often in life it is described by the word 'tact'; only tact may be educated or accidental. External considering means control. If we learn to use it consciously, it will give us a possibility of control. Internal considering is when we feel that people do not give us enough, do not appreciate us enough. If one considers internally one misses moments of external considering. External considering must be cultivated, internal considering must be eliminated. But first observe and see how often you miss moments of external considering and what an enormous role internal considering plays in life. Study of internal considering, of mechanicalness, of lying, of imagination, of identification shows that they all belong to us, that we are always in these states. When you see this, you realize the difficulty of work on oneself. Such as you are you cannot begin to get something new; you will see that first you must scrub the machine clean; it is too covered with rust. We think we are what we are. Unfortunately we are not what we are but what we have become; we are not natural beings. We are too asleep, we lie too much, we live too much in imagination, we identify too much. We think we have to do with real beings, but in reality we have to do with imaginary beings. Almost all we know about ourselves is imaginary. Beneath all this agglomeration man is quite different. We have many imaginary things we must throw off before we can come to real things. So long as we live in imaginary things, we cannot see the value of the real; and only when we come to real things in ourselves can we see what is real outside us. We have too much accidental growth in us. \n\nQ. If one retired from the world, surely one would overcome identification, considering and negative emotion? \nA. This question is often asked, but one cannot be at all sure that it would be easier. Besides you can find descriptions in literature of how people attained a very high degree of development in seclusion, but when they came in contact with other people they at once lost all they had gained. In schools of the Fourth Way it was found that the best conditions for study and work on oneself are a man's ordinary conditions of life, because from one point of view these conditions are easier and from another they are the most difficult. So if a man gets something in these conditions he will keep it in all conditions, whereas if he gets it in special conditions he will lose it in other conditions.


attention can be drawn, or it can be controlled, and that is of quite a different value.


It is very easy to distinguish these three parts when we begin to observe ourselves. Mechanical parts do not need attention. Emotional parts need strong interest or identification, attention without effort or intention, for attention is drawn and kept by the attraction of the object itself. And in the intellectual parts you have to control your attention. When you get accustomed to control attention, you will see at once what I mean. First the character of the action will show you which centre you are in, and then observation of attention will show you the part of centre. It is particularly important to observe the emotional parts and to study the things that attract and keep the attention, because they produce imagination Study of attention is a very important part of self-study, and if you begin to observe this division of centres into parts, in addition to the division of centres themselves, it will give you the possibility of coming to smaller details and will help you to study attention.


Q. Can one encourage the intellectual centre to work?\r\n \r\nA. Cultivate attention. You will see that then it gives different results. Think with attention. Do not let yourself think mechanically. Mechanical thinking transforms itself into imagination.


It is very easy to distinguish these three parts when we begin to observe ourselves. Mechanical parts do not need attention. Emotional parts need strong interest or identification, attention without effort or intention, for attention is drawn and kept by the attraction of the object itself. And in the intellectual parts you have to control your attention. When you get accustomed to control attention, you will see at once what I mean. First the character of the action will show you which centre you are in, and then observation of attention will show you the part of centre. It is particularly important to observe the emotional parts and to study the things that attract and keep the attention, because they produce imagination. Study of attention is a very important part of self-study, and if you begin to observe this division of centres into parts, in addition to the division of centres themselves, it will give you the possibility of coming to smaller details and will help you to study attention.


Publisher: Fine Communications (1998)

In Chicago, Simon Moon was listening to the birds begin to sing and waiting for the first cinnamon rays of dawn, as Mary Lou Servix slept beside him; his mind was active, thinking about pyramids and rain-gods and sexual yoga and fifth-dimensional geometries, but thinking mostly about the Ingolstadt Rock Festival and wondering if it would all happen as Hagbard Celine had predicted. (Two blocks north in space and over forty years back in time, Simon's mother heard pistol shots as she left Wobbly Hall-Simon was a second-generation anarchist-and followed the crowd to gather in front of the Biograph Theatre where a man lay bleeding to death in the alley. \r\n\r\nAnd the next morning-July 23, 1934-Billie Freschette, in her cell at Cook County Jail, got the news from a matron. In this White Man's Country, I am the lowliest of the lowly, subjugated because I am not white, and subjugated again because I am not male. I am the embodiment of all that is rejected and scorned-the female, the colored, the tribe, the earth-all that has no place in this world of white male technology. I am the tree that is cut down to make room for the factory that poisons the air. I am the river filled with sewage. I am the Body that the Mind despises. I am the lowliest of the lowly, the mud beneath your feet. And yet of all the world John Dillinger picked me to be his bride. He plunged within me, into the very depths of me. I was his bride, not as your Wise Men and Churches and Governments know marriage, but we were truly wed. As the tree is wed to the earth, the mountain to the sky, the sun to the moon. I held his head to my breast, and tousled his hair as if it were sweet as fresh grass, and I called him 'Johnnie.' He was more than a man. He was mad but not mad, not as a man may go mad when he leaves his tribe and lives among hostile strangers and is mistreated and scorned. He was not mad as all other white men are mad because they have never known a tribe. He was mad as a god might be mad. And now they tell me he is dead. 'Well,' the matron asked finally, 'aren't you going to say anything? Aren't you Indians human?' She had a real evil shine in her eye, like the eye of the rattlesnake. She wants to see me cry. She stands there and waits, watching me through the bars. 'Don't you have any feelings at all? Are you some kind of animal?' I say nothing. I keep my face immobile. No white shall ever see the tears of a Menominee. At the Biograph Theatre, Molly Moon turns away in disgust as souvenir hunters dip their handkerchiefs in the blood. \r\n\r\nI turn away from the matron and look up, out the barred window, to the stars, and the spaces between them seem bigger than ever. Bigger and emptier. Inside me there is a space like that now, big and empty, and it will never be filled again. When the tree is torn out by its roots, the earth must feel that way. The earth must scream silently, as I screamed silently.) But she understood the sacramental meaning of the handkerchiefs dipped in blood; as Simon understands it. Simon, in fact, had what can only be called a funky education. I mean, man, when your parents are both anarchists the Chicago public school system is going to do your head absolutely no good at all. Feature me in a 1956 classroom with Eisenhower's Moby Dick face on one wall and Nixon's Captain Ahab glare on the other, and in between, standing in front of the inevitable American rag, Miss Doris Day or her older sister telling the class to take home a leaflet explaining to their parents why it's important for them to vote. 'My parents don't vote,' I say. 'Well, this leaflet will explain to them why they should,' she tells me with the real authentic Doris Day sunshine and Kansas cornball smile. It's early in the term and she hasn't heard about me from the last-semester teacher. 'I really don't think so,' I say politely. 'They don't think it makes any difference whether Eisenhower or Stevenson is in the White House. They say the orders will still come from Wall Street.' It's like a thundercloud. All the sunshine goes away. They never prepared her for this in the school where they turn out all these Doris Day replicas. The wisdom of the Fathers is being questioned. She opens her mouth and closes it and opens and closes it and finally takes such a deep breath that every boy in the room (we're all on the cusp of puberty) gets a hard-on from watching her breasts heave up and slide down again. I mean, they're all praying (except me, I'm an atheist, of course) that they won't get called on to stand up; if it wouldn't attract attention, they'd be clubbing their dicks down with their geography books. 'That's the wonderful thing about this country,' she finally gets out, 'even people with opinions like that can say what they want without going to jail.' \r\n\r\n'You must be nuts,' I say. 'My dad's been in and out of jail so many times they should put in a special revolving door just for him: My mom, too. You oughta go out with subversive leaflets in this town and see what happens.' Then, of course, after school, a gang of patriots, with the odds around seven-to-one, beat the shit out of me and make me kiss their red-white-and-blue totem. It's no better at home. Mom's an anarcho-pacifist, Tolstoy and all that, and she wants me to say I didn't fight back. Dad's a Wobbly and wants to be sure that I hurt some of them at least as bad as they hurt me. After they yell at me for a half hour, they yell at each other for two. Bakunin said this and Kropotkin said that and Gandhi said the other and Martin Luther King is the savior of America and Martin Luther King is a bloody fool selling his people an opium Utopia and all that jive. Go down to Wobbly Hall or Solidarity Bookstore and you'll still hear the same debate, doubled, redoubled, in spades, and vulnerable. So naturally I start hanging out on Wall Street and smoking dope and pretty soon I'm the youngest living member of what they called the Beat Generation. Which does not improve my relations with school authorities, but at least it's a relief from all that patriotism and anarchism. By the time I'm seventeen and they shot Kennedy and the country starts coming apart at the seams, we're not beatniks anymore, we're hippies, and the thing to do is go to Mississippi. Did you ever go to Mississippi? You know what Dr. Johnson said about Scotland-'The best thing you can say for it is that God created it for some purpose, but the same is true of Hell.' Blot Mississippi; it's not part of this story anyway. The next stop was Antioch in dear old Yellow Springs where I majored in mathematics for reasons you will soon guess. The pot there grows wild in acres and acres of beautiful nature preserve kept up by the college. You can go out there at night, pick your own grass for the week from the female of the hemp species and sleep under the stars with a female of your own species, then wake up in the morning with birds and rabbits and the whole lost Thomas Wolfe America scene, a stone, a leaf, and unfound door and all of it, then make it to class really feeling good and ready for an education. Once I woke up with a spider running across my face, and I thought, 'So a spider is running across my face,' and brushed him off gently, 'it's his world, too.' In the city, I would have killed him. What I mean is Antioch is a stone groove but that life is no preparation for coming back to Chicago and Chemical Warfare. Not that I ever got maced before '68, but I could read the signs; don't let anybody tell you it's pollution, brothers and sisters. It's Chemical Warfare. They'll kill us all to make a buck. I got stoned one night and went home to see what it would be like relating to Mom and Dad in that condition. It was the same but different. Tolstoy coming out of her mouth, Bakunin out of his. And it was suddenly all weird and super-freaky, like Goddard shooting a Kafka scene: two dead Russians debating with each other, long after they were dead and buried, out of the mouths of a pair of Chicago Irish radicals. The young frontal-lobe-type anarchists in the city were in their first surrealist revival just then and I had been reading some of their stuff and it clicked. 'You're both wrong,' I said. 'Freedom won't come through Love, and it won't come through Force. It will come through the Imagination.' I put in all the capital letters and I was so stoned that they got contact-high and heard them, too. Their mouths dropped open and I felt like William Blake telling Tom Paine where it was really at. A Knight of Magic waving my wand and dispersing the shadows of Maya. Dad was the first to recover. 'Imagination,' he said, his big red face crinkling in that grin that always drove the cops crazy when they were arresting him. 'That's what comes of sending good working-class boys to rich people's colleges. Words and books get all mixed up with reality in their heads. When you were in that jail in Mississippi you imagined yourself through the walls, didn't you? How many times an hour did you imagine yourself through the walls? I can guess. The first time I was arrested, during the GE strike of thirty-three, I walked through those walls a million times. But every time I opened my eyes, the walls and the bars were still there. What got me out finally? What got you out of Biloxi finally? Organization. If you want big words to talk to intellectuals with, that's a fine big word, son, just as many syllables as imagination, and it has a lot more realism in it.' That's what I remember best about him, that one speech, and the strange clear blue of his eyes. He died that year, and I found out that there was more to the Imagination than I had known, for he didn't die at all. He's still around, in the back of my skull somewhere, arguing with me, and that's the truth. It's also the truth that he's dead, really dead, and part of me was buried with him. It's uncool to love your father these days, so I didn't even know that I loved him until they closed the coffin and I heard myself sobbing, and it comes back again, that same emptiness, whenever I hear 'Joe Hill': 'The copper bosses lulled you, Joe.' 'I never died,' said he. Both lines are true, and mourning never ends. They didn't shoot Dad the clean way, like Joe Hill, but they ground him down, year after year, burning out his Wob fires (and he was Aries, a real fire sign) with their cops, their courts, their jails, and their taxes, their corporations, their cages for the spirit and cemeteries for the soul, their plastic liberalism and murderous Marxism, and even as I say that I have to pay a debt to Lenin for he gave me the words to express how I felt when Dad was gone. 'Revolutionaries,' he said, 'are dead men on furlough.' \r\n\r\nThe Democratic Convention of '68 was coming and I knew that my own furlough might be much shorter than Dad's because I was ready to fight them in the streets. All spring Mom was busy at the Women for Peace center and I was busy conspiring with surrealists and Yippies. Then I met Mao Tsu-hsi. It was April 30, Walpurgasnacht (pause for thunder on the soundtrack), and I was rapping with some of the crowd at the Friendly Stranger. H.P. Lovecraft (the rock group, not the writer) was conducting services in the back room, pounding away at the door to Acid Land in the gallant effort, new and striking that year, to break in on waves of sound without any chemical skeleton key at all and I am in no position to evaluate their success objectively since I was, as is often the case with me, 99 and 44/100ths percent stoned out of my gourd before they began operations. I kept catching this uniquely pensive Oriental face at the next table, but my own gang, including the weird faggot-priest we nicknamed Padre Pederastia, had most of my attention. I was laying it on them heavy. It was my Donatien Alphonse Francois de Sade period. 'The head-trip anarchists are as constipated as the Marxists,' I was giving forth; you recognize the style by now. 'Who speaks for the thalamus, the glands, the cells of the organism? Who sees the organism? We cover it with clothes to hide its apehood. We won't have liberated ourselves from servitude until people throw all their clothes in the closet in spring and don't take them out again winter. We won't be human beings, the way apes are apes and dogs are dogs, until we fuck where and when we want to, like any other mammal. Fucking in the streets isn't just a tactic to blow minds; it's recapturing our own bodies. Anything less and we're still robots possessing the wisdom of the straight line but not the understanding of the organic curve.' And so on. And so forth. I think I found a few good arguments for rape and murder while I was at it. \r\n\r\n'The next step beyond anarchy,' somebody said cynically. 'Real chaos.' \r\n\r\n'Why not?' I demanded. 'Who works at a straight job here?' None of them did, of course; I deal dope myself. 'Will you work at a straight job for something that calls itself an anarchist syndicate? Will you run an engine lathe eight unfucking hours a day because the syndicate tells you the people need what the lathe produces? If you will, the people just becomes a new tyrant.' \r\n\r\n'To hell with machines,' Kevin McCool, the poet, said enthusiastically. 'Back to the caves!' He was as stoned as me. The Oriental face leaned over: she was wearing a strange headband with a golden apple inside a pentagon. Her black eyes somehow reminded me of my father's blue eyes. 'What you want is an organization of the imagination?' she asked politely. I flipped. It was too much, hearing those words just then. 'A man at the Vedanta Society told me that John Dillinger walked through the walls when he made his escape from Crown Point Jail,' Miss Mao went on in a level tone. 'Do you think that is possible?' You know how dark coffee houses are. The Friendly Stranger was murkier than most. I had to get out. Blake talked to the Archangel Gabriel every morning at breakfast, but I wasn't that heavy yet. 'Hey, where you going, Simon?' somebody called. Miss Mao didn't say anything, and I didn't look back at that polite and pensive face-it would have been much easier if she looked sinister and inscrutable. But when I hit Lincoln and started toward Fullerton, I heard steps behind me. I turned and Padre Pederastia touched my arm gently. 'I asked her to come and listen to you,' he said. 'She was to give a signal if she thought you were ready. The signal was more dramatic than I expected, it seems. A conversation out of your past that had some heavy emotional meaning to you?' \r\n\r\n'She's a medium?' I asked numbly. \r\n\r\n'You can name it that.' I looked at him in the light from the Biograph marquee and I remembered Mom's story about the people dipping their handkerchiefs in Dillinger's blood and I heard the old hymn start in my head ARE YOU WASHED are you washed ARE you WASHED in the BLOOD of the Lamb and I remembered how we all thought he hung out with us freaks in the hope of leading us back to the church holy Roman Catholic and apostolic as Dad called it when he was drunk and bitter. It was obvious that whatever the Padre was recruiting for had little to do with that particular theological trade union. 'What is this?' I asked. 'And who is that woman?' \r\n\r\n'She's the daughter of Fu Manchu,' he said. Suddenly, he threw his head back and laughed like a rooster crowing. Just as suddenly, he stopped and looked at me. Just looked at me. 'Somehow,' I said slowly, 'I've qualified for a small demonstration of whatever you and she are selling. But I don't qualify for any more until I make the right move?' He gave the faintest hint of a nod and went on watching me. Well, I was young and ignorant of everything outside ten million books I'd gobbled and guilty-unsure about my imaginative flights away from my father's realism and of course stoned of course but I finally understood why he was watching me that way, it was (this part of it) pure Zen, there was nothing I could do consciously or by volition that would satisfy him and I had to do exactly that which I could not not do, namely be Simon Moon. Which led to deciding then and there without any time to mull it over and rationalize it just what the hell being Simon Moon or, more precisely SimonMooning, consisted of, and it seemed to be a matter of wandering through room after room of my brain looking for the owner and not finding him anywhere, sweat broke out on my forehead, it was becoming desperate because I was running out of rooms and the Padre was still watching me. 'Nobody home,' I said finally, sure that the answer wasn't good enough. \r\n\r\n'That's odd,' he said. 'Who's conducting the search?' And I walked through the walls and into the Fire. Which was the beginning of the larger and funkier part of my (Simon's) education, and where we cannot, as yet, follow him. He sleeps now, a teacher rather than a learner, while Mary Lou Servix awakes beside him and tries to decide whether it was just the pot or if something really spooky happened last night.


Publisher: Dover Publications (2006)

Human nature is so constituted that we pay an attention to the opinion of other people which is out of all proportion to its value.


Author: Erich Neumann
Publisher: Princeton University Press (1954)

Even in its waking state our ego consciousness, which in any case forms only a segment of the total psyche, exhibits varying degrees of animation, ranging from reverie, partial attention, and a diffuse wakefulness to partial concentration upon something, intense concentration, and finally moments of general and extreme alertness.  The conscious system even of a healthy person is charged with libido only during certain periods of his life; in sleep it is practically or completely emptied of libido, and the degree of animation varies with age.  The margin of conscious alertness in modern man is relatively narrow, the intensity of his active performance is limited, and illness, strain, old age, and all psychic disturbances take their toll of this alertness.  It seems that the organ of consciousness is still at an early stage of development and relatively unstable.


Author: Alan Watts
Publisher: New World Library (2007)

Making money just for the sake of making money is a game, like bridge, in which people can find extreme pleasure and which can occupy almost all their waking hours.  But one of the rules of the game is that you must pretend not to enjoy it.  It must most definitely be classified as work; as that which you have to do as a duty to your family and community, and which therefore affords many businessmen the best possible excuse for staying away from home and from their wives.  The nemesis of this attitude is that it flows over into the so-called leisure or nonwork areas of life in such a way that playing with children, giving attention to one's wife, exercising on the golf course, and purchasing certain luxuries (which are largely symbolic) also become duties.  Survival itself becomes a duty and a even a drag, for the pretense of not enjoying the game gets under the skin and tightens the muscles which repress joyous and sensuous emotion.


Author: Marcus Aurelius
Publisher: Penguin Great Ideas (2005)

To wonder what so-and-so is doing and why, or what he is saying, or thinking, or scheming - in a word, anything that distracts you from fidelity to the Ruler within you - means a loss of opportunity for some other task. See then that the flow of your thoughts is kept free from idle or random fancies, particularly those of an inquisitive or uncharitable nature. \r\n\r\nA man should habituate himself to such a way of thinking that if suddenly asked, 'What is in your mind at this minute?' he could respond frankly and without hesitation; thus proving that all his thoughts were simple and kindly, as becomes a social being with no taste for the pleasures of sensual imaginings, jealousies, envies, suspicions, or any other sentiments that he would blush to acknowledge in himself. \r\n\r\nSuch a man, determined here and now to aspire to the heights, is indeed a priest and minister of the gods; for he is making full use of that indwelling power which can keep a man unsullied by pleasures, proof against pain, untouched by insult, and impervious to evil. He is a competitor in the greatest of all contests, the struggle against passion's mastery; he is imbued through and through with uprightness, welcoming whole-heartedly whatever falls to his lot and rarely asking himself what others may be saying or doing or thinking except when the public interest requires it. \r\n\r\nHe confines his operations to his own concerns, having his attention fixed on his own particular thread of the universal web; seeing to it that his actions are honourable, and convinced that what befalls him must be for the best - for his own directing fate is itself under a higher direction. \r\n\r\nHe does not forget the brotherhood of all rational beings, nor that a concern for every man is proper to humanity; and he knows that it is not the world's opinions he should follow, but only those of men whose lives confessedly accord with Nature. As for others whose lives are not so ordered, he reminds himself constantly of the characters they exhibit daily and nightly at home and abroad, and of the sort of society they frequent; and the approval of such men, who do not even stand well in their own eyes, has no value for him.