no additives or preservatives

kacked.com



Edison's Legacy

Simon Schaffer speaking about the development and marketing of the electric light bulb (from the BBC documentary "Light Fantastic -The Stuff of Light"):

"Perhaps the most important problem the Edison system faced was that you only need to turn the lights on at night. And that meant that electric light was only going to be used for a very limited part of each 24 hours. Now you can't easily store electric power. It's really inefficient and costly only to run an electric system for a very limited period of the night."

"The answer was to persuade a skeptical public to buy more and more devices which ran on electricity. That would make sure that they were customers of the electric company on a 24/7 basis. Edison's revolutionary insight was that to sell electricity he needed to sell a lifestyle."

"No stone was left unturned to convince a skeptical public that electric lighting was the new future. Edison's campaign to market electricity and the electric light bulb really set the tone for consumer marketing ever since. Because what Edison realized was that he wasn't so much selling light bulbs, he was selling dreams--dreams of light--of leisure--of less work. People were buying Edison's light bulbs not so much because they needed them, but because they had that dream, that vision--of a world of light. And that technique that Edison started with his sales campaigns for electric light bulbs has dominated marketing ever since--and it's been kept going--whether you're selling cars or whether you're marketing computers."

"Today... light bulbs are everywhere. They've become the symbol of a modern thrusting 24 hour seven day a week society. It's a world that has harnessed the genius of Maxwell with the brillance of Edison to give us more control over our environment than ever before."

"Or has it? For many it's encouraged a world where most people may in reality have less control than before. Why is it exactly that we live in a 24/7 society? Is it because we really want to? Or is it rather because it's the dictates of the machines that they become profitable if they're switched on all the time. Is it that we live in a world because we've choosen to live in a world that's lit every single day and every single night? Is it not rather the demand for profit and engineering that keeps the world going just as it does? So it looks as though these technologies of artificial light give us an unprecedented control over the world around us. But maybe, just maybe, we're the victims. We're under the control of machines and the market."

An excerpt from Jacques Ellul's "The Technological Society":

"In our cities there is no more day or night or heat or cold. But there is overpopulation, thraldom to press and television, total absence of purpose. All men are constrained by means external to them to ends equally external. The further the technical mechanism develops which allows us to escape natural necessity, the more we are subjected to artificial technical necessities. . . The artificial necessity of technique is not less harsh and implacable for being much less obviously menacing than natural necessity."


Sam Raimi On Japanese Horror

I was listening to the commentary track of the American release of the Japanese horror film "Ju-On" and Sam Raimi's comments about the difference between Japanese and American horror films struck me. He pretty much hits the nail on the head. I think his observation also works to describe the difference between American and Japanese cinema in general:

"For me the big difference between the Japanese horror movement that's taking place now in the late 90's and in the early 2000's is there's a much more subtle approach. I think they treat the audience with a lot more intelligence than American filmmakers do. They know they've seen these movies, they know they don't have to hit them over the head, that sometimes a creepy moment is so much more valuable than just a scare. It can get under your skin and really freak you out in a way that just a jolt can't."

"I think that's the big difference --the Japanese recognition of subtlety. Their ability to create subtle moments in the suspense and horror really is so much more effective that just--I think--the broader hit you on the head type of American approach."

"And I think that's what I learned --how subtle you can be and still really freak out the audience. ...I can imagine when the Japanese audience watches an American horror film--that they might react as though it were a little broad for their tastes--a little obvious--a little more set for children than for an adult crowd."



Nullam elementum neque a ante. Vestibulum sed urna hendrerit nibh egestas adipiscing. Ut gravida. Vivamus ut dolor. Mauris molestie elementum magna. Maecenas scelerisque feugiat erat. Sed nec risus. Phasellus eu nunc. Curabitur purus. Ut nonummy. Etiam sit amet mi quis felis suscipit tempus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Quisque tincidunt ullamcorper massa. Duis elit.

Phasellus viverra dolor. Sed nulla dui, pharetra ut, faucibus ut, tempor sit amet, elit. Sed ut dui. Nunc quam nisl, sodales ut, molestie sit amet, tristique sit amet, pede. Donec ornare massa nec ligula. Morbi eget nunc in lectus vestibulum porttitor. Integer nec mauris mattis nibh elementum facilisis. Praesent wisi. Nullam eros sem, fringilla nec, venenatis non, ultrices nec, turpis. Curabitur et erat id mi auctor pulvinar. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Phasellus tempus, orci congue tincidunt ornare, felis libero tempor lectus, et lobortis eros lacus vitae lacus. Etiam tempus nunc quis wisi. Duis elementum blandit mauris. Etiam malesuada lorem et sem.

Nullam elementum neque a ante. Vestibulum sed urna hendrerit nibh egestas adipiscing. Ut gravida. Vivamus ut dolor. Mauris molestie elementum magna. Maecenas scelerisque feugiat erat. Sed nec risus. Phasellus eu nunc. Curabitur purus. Ut nonummy. Etiam sit amet mi quis felis suscipit tempus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Quisque tincidunt ullamcorper massa. Duis elit.

Phasellus viverra dolor. Sed nulla dui, pharetra ut, faucibus ut, tempor sit amet, elit. Sed ut dui. Nunc quam nisl, sodales ut, molestie sit amet, tristique sit amet, pede. Donec ornare massa nec ligula. Morbi eget nunc in lectus vestibulum porttitor. Integer nec mauris mattis nibh elementum facilisis. Praesent wisi. Nullam eros sem, fringilla nec, venenatis non, ultrices nec, turpis. Curabitur et erat id mi auctor pulvinar. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Phasellus tempus, orci congue tincidunt ornare, felis libero tempor lectus, et lobortis eros lacus vitae lacus. Etiam tempus nunc quis wisi. Duis elementum blandit mauris. Etiam malesuada lorem et sem.