In the United States, the average viewer more than 25,000 ads per year on television.

Connection window to the world we
In the United States, the average viewer more than 25,000 ads per year on television.Ads are no longer merely a pitch on certain products, it is a message about attitudes, values ​​and lifestyle revolve around the consumption of such products.
The mass entertainment products are used to capture the tastes of the public, and then hype to promote the sale of products in bulk. This move is actually destroying the Earth biosphere. By airing the ad serving business, industry, TV is programming human perception of ecological failure.
Almost all the root problems of the world is derived from communications problems.Therefore, the future of the world depends largely on the quality and depth of communication. Author of State of the World series of books (roughly translated: The state of the world), that deal with the ecological crisis is "The communications industry is the only tool capable of some degree of education and time needed. "
The heart of the communications industry is television. In the United States, 98% of households have television and average TV viewers about 4 hours a day. Television has become our window connected with the outside world: most people to update the world via television. Like it or not, television has become "the central nervous system" of modern society. The question now is "social brain" of how we deal first major challenge for sustainability?
Tendency to protect the consumers of TV are distorted views of human reality and social issues should be a priority, make us love of entertainment and become poor in understanding. Television can be a gateway to the world, but the point is that it brings restrictive and narrow.
. Photo: Getty Images
Encouraging a dangerous addiction
Alert of the Earth has been clear warnings from nearly two decades ago, when 1,600 scientists, including several Nobel laureate scientists have also signed the "Warn mankind" (Warning to Humanity). They said that "People and the natural world in the period of conflict," and that "should a major transformation of our responsibility to the Earth and life to avoid the disaster, to the planet can not be reduced to levels not save well. "
If the future of human civilization is threatened, so the media to do? Currently, the media are actively engaged in the "permanent narrowing" of our planet by actively promoting a dangerous addiction - obsessive consumption.
World leaders struggle to find stable population of the planet and achieve sustainable development. In a negotiation history, poor countries are being called for limiting the birth rate, while the rich are encouraged to use the speed control of natural resources and polluting the Earth's environment. But how do the rich countries while reducing consumption of media domination mind we keep continuous propaganda relentlessly to buy more than we ever?
Relationship Communication - Consumer This is one of the issues at the political and social importance of our time, but rarely mentioned. Television almost never look at themselves and self tends to protect its consumers. Building a sustainable future will require at least two major changes follows:
Feedback Forum TV viewers: to create public forums on the television enhances the responsibility of mass media in the court of public opinion. Using the direct vote of citizens and respond in "feedback forum" for both local and national, so that people can use the power of moral persuasion and public opinion to promote a broadcast mode and more balanced growth. Advertise on Earth: To combat the influx of commercial advertising to encourage consumers, we need to "Earth Ad". It could be ads on the animals, the rain forest, or complaints from future generations, etc. .. The ad can be made a humorous, creative and intelligent to awaken people's awareness of life and networking needs of future generations.
Most people understand that our planet is in trouble and that we will have to make major changes in lifestyle, work and consume if you want to live in harmony with the Earth. But to do that, we have made a big step forward by breaking the last taboo on television and spends a television for serious dialogue about the common future of humanity.

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