What the Internet, and social media especially, has allowed us to do is to market ourselves more thoroughly than we’ve ever before been capable. This allows entrepreneurs to simply make a Facebook page, and all of a sudden they now have a free advertising space where they can post random shit about whatever it is that they do. Maybe they make aprons? Who knows. Anyway, it’s a sweet deal, let’s be honest. But what Facebook and other social media also does is turn individuals into brands. Not just the products and services that participate on social media, but people themselves sell their Self as a sociable human being. Have you ever lamented being tagged in a bad photograph? It’s bad publicity. I read an article that spoke about the implications of only seeing the happy, fun, exciting things that everybody seems to be doing on Facebook, and how that lie influenced people. We all have problems, and when we see how awesome everybody else’s life seems to be, we feel even worse. This is a bit of a tangent, but the relevance of the article is that everyone wants to project an image of themselves that is successful, fun, and adventurous, and hide any sort of distasteful aspects of themselves. We sell ourselves to the public, and we want them to buy into us.

When we realize that this is who we are in a social media setting, we realize that any sort of activism rings just as hollow as a mega-corporation donating a few bucks to a charity for the tax write-off. We are projecting the image of activism for the sake of our branding, and this leads to is what is sardonically called Slacktivism. Slacktivism is people who may genuinely care about things, but can’t actually be bothered to do anything tangible about them. So reposting a status update, or changing your profile picture for a day, or pretty much anything to do with “raising awareness” would fall under the blanket of Slacktivism. As you might be able to tell, this accomplishes nothing, but does give off airs of humanism to those who might be paying attention.

That isn’t to say the activism doesn’t sometimes sneak through every once in a while, but when it does, it is packaged in such a way as any other form of mass media drivel. Successful activism today must fit the same criteria as a Jimmy Fallon bit: easily digestible, bitesize, palatable content that is inoffensive and safe. It is activism you might find on a Buzzfeed page with a catchy title. This is the kind of activism where the gimmick is more popular than the cause. One such example is my most favourite thing in the world: Movember, but the most recent explosion of gimmicky activism is, of course, the ALS Ice Bucket Challenge.

Don’t get me wrong. Having a charity drive for something other than the cancer of a private part is so God damned refreshing. And the number of lives that will be saved because of the millions upon millions of dollars being raised for an admittedly worthy cause is incalculable. So what am I griping about?

Let’s look at the Ice Bucket Challenge. Its success doesn’t come from the fact that Lou Gehrig’s Disease is a particularly prominent condition, as it is heart disease that afflicts most people in North America. Nor does its popularity stem from any kind of advertising campaign based on what ALS is:  its causes, its symptoms,  its treatments, or anything actually relevant to the disease itself. Its success comes from the fact that the gimmick associated with it is “fun”, its process is incredibly public, and celebrities are doing it. The cause itself is also a safe one, as no cultural norms need to be upheaved in order to cure a disease. It is a safe disease even, as heart disease would mean admitting that there is an epidemic of over-consumption in our culture.

Is the ALS Ice Bucket Challenge about ALS, or is it about the person who is dumping ice water on themselves? Does it promote the cure for the disease, or the “charitable” nature of the the person participating in it? The cause or the brand?

Do the ends justify the means? Regardless of the method of raising money, there has been a significant charity drive for ALS. I’m sure a sufferer of this condition couldn’t give a fuck about what I think about the Ice Bucket Challenge, and honestly, more power to them. But what the success of the Ice Bucket Challenge means is that those causes that have a bit of an edge to them, that can’t fit into an easily-digestible 30 second video clip; those become even more difficult to market, as the market shifts towards the Social Media paradigm of harmless activism and status updates.

Were genuine, hard-hitting causes to show up in a Facebook newsfeed, not only would they be seen in the context of cute cat memes and travel pictures, but they would also be in the company of slacktivism and gimmicks that degrade the nature of progress.

I believe in Western culture we have become disillusioned with modernity. Not just the postmodernists who have long since abandoned the structured lifestyles, rigid individualism, and scientific order that make up our contemporary society, but subconsciously I believe we all have some amount of disenchantment with where our culture has ended up. As an escape from our existential malaise, likely without even meaning to, we jettison ourselves, not into the future, but into the past; when we still maintained a connection with the world and with each other.

In Ancient Greece, there was the Cult of Dionysus. The purpose of this cult was to abandon all inhibitions, and revert back into a natural state. This was achieved by drinking a lot of wine and dancing to music. Dionysus himself, the god of wine, was imagined as a Satyr. A Satyr is man with goat legs and goat horns, and he has a big ol’ dick too. The Satyr was the inspiration for the imagery of the Christian devil, but more on that later.

These were not rambunctious parties, where getting shit-faced and plowing some broad were the expected culmination of these events, but were ritualistic, religious experiences. They are often called the Dionysian Mysteries, as they were secretive events, where one had to go through an initiation in order to partake in the ritual. The point was to lose yourself; to release your soul from the material world, and reunite with the spirit.

As anyone with a passing disdain for Christianity will tell you, the proliferation of Christianity ruined the enlightenment that the Greeks had given to the world. Unfortunately for them, it was really the Romans who quashed the Dionysian Mysteries (then having evolved into the Bacchic Mysteries). However, the Christians certainly did not revive the ritual, and vilified Dionysus (remember how he’s Satan now?), leaving society in the realm of order and control.

Today we have our club scene and our raves. Pulsing music, dancing, intoxicants, primal yells, and sexuality are budding once again in our culture. While not as ritualistic as it once was, our desire to lose ourselves to our natural state is showing itself every weekend.

Of course, our desire to flee modernity into the past isn’t just limited to binge drinking and painful Sunday mornings. More mysteries have been lost than those of Dionysus, and those are the mysteries that every traveler seeks.

When we are at home, we know everything. We know the rules; science has explained pretty much most things worth knowing by this point, and this leads us to feel malcontent. When we travel, we are trying to experience the wonder that those in the past lived through every day. There was no understanding of rain or thunder, and gods were invented in order to explain them. Despite these explanations giving some amount of understanding, they were not cold, hard facts that once known could be filed away. The explanations gave just as much wonder as ignorance. Gods were fickle beings who were unpredictable and were prone to psychosis. The world was filled with uncertainty, mystery, and awe. In our lives today, we no longer possess these qualities.

Whenever we travel, however, we steal a fraction of what it might have been like to live in a world where wonder and awe were still in existence. Swimming with dolphins, marveling at the architecture of the Great Wall, desperately trying to survive the traffic of India, trying to communicate with the ticket guy in the subways of Paris… They are all incomprehensible to us, and that is why we seek them out. To fill our souls with wonder, to not understand how the world works. We immerse ourselves in environments, cultures, and situations that are foreign to us in order to experience something that we as a society have lost: enchantment.

Most religions of the world envision a paradise of primitivism. Gardens, usually. Christians have their Eden, the Islamic heaven is set in a garden, and Pure Land Buddhists believe that we can be reborn in a garden with Amitabha (or Amida, depending on how Japanese you are) Buddha, where achieving Nirvana will become much simpler. Eden is the prime example of humanity’s obsession with abandoning the structure of modernity and returning to a more natural state, as it was gaining the possession of the intellect that was the catalyst for our banishment from it.

Even in contemporary philosophy, we are stepping back from the long-held paradigm of objective, rational thought being the ideal, and we are entering into an era where experiential action is seen as paramount. To live authentically is to do things, not think about them. It is to abandon yourself to the moment, to embrace passionately every action that you take. Cling to your emotions over your calculating reason.

I understand the irony of Bros, ravers, and those super irritating people who are obsessed with “travel” being the paragons of my thesis. Our quest for primitivism is merely at its beginning, and our current methods of achieving wonderment are a second-rate reflection of the rituals of the past. However, we are starting to realize that we’ve lost something, and our mad grasps at regaining it are still in their infantile stages. Do we really need a connection to our natural state, or to lose ourselves in the moment, or to achieve a sense of awe at the world around us, now that science and modernity have explained away all the smoke from our eyes? I believe we do, and that is why we search for it.

Since Liberalism turned out to be a huge flop, let’s look further left to see what else we can find. Oh hey look it’s Socialism. Now, by definition, Socialism isn’t actually a political ideology. The original definition of Socialism is when the community runs the businesses, and “community” has traditionally been interpreted as the State, which would normally make it a political ideology. However, Google defines Community as follows: a group of people living in the same place or having a particular characteristic in common; or, a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals. This, to me, doesn’t really scream “the government”.

So does this mean that the municipality should run the businesses? No, that’s stupid too. What does a politician or community organizer know about how to sell widgets? The community best able to run a business would be the community of that business itself.

Look at the way our businesses are run today. We may not live under a monarchy, but we certainly work under one. Those at the top live in opulence and gratuitous wealth, and dictate terms down to the feudal lords of middle management, who own franchises or departments rather than land, which is then tilled by the manufacturing-line serfs. The political system that most of the world abandoned as obsolete, oftentimes via guillotine, is still more than prevalent in how most corporations function.

So what if the business was owned by its community? First and most importantly, everyone would have a say in how the business was run. This would not only foster equanimity in businesses, but would also streamline efficiency. Those who work in different sectors usually have an idea on how to best manage that sector, as they are on the frontlines. Having first-hand experience directing operations rather than hierarchical, trickle-down dictatorship blundering over common-sense errors that could easily be avoided if those creating policy understood the mechanisms of the practice, seems like a no-brainer exercise.

If everyone shared in the profits, and the business finances were open and transparent for those within the company, the wage-wars between unions and CEOs would disappear. The whole idea of a union, or even a singular owner, would be obsolete. The Us versus Them mentality would dissolve; unions are basically petition groups to the imperialistic rulers of the corporate kingdom, and if that paradigm were gone, then there would only remain an Us. I’m not even suggesting equal pay for everyone involved; we’re not so far left to touch on Communism just yet. I think even the janitor in a hospital would never demand as much pay as a doctor that operated there, due to the difference in stress levels, educational requirements, etc. However, I also think the janitor knows how to clean up after those doctors better than the owners of the hospital, or the doctors themselves. And having an equal voice among them, would be able to be heard if need be, and make demands that would ameliorate his or her ability to both work and live.

Despite Obama’s Islamofascism, Socialism isn’t a political ideology at the state level. It is, however, at the business level. It’s not centralizing power to the government, nor is it giving those lazy union workers a leg-up over their hardworking, gumption-based private sector counterparts. Its function is to bring democracy into the realm of society that currently needs it most: our work force.