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controversial until we've invested in it. As for the speaker's broader assertion, I agree that
money spent on research is generally a sound investment because it is an investment in the
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advancement of human knowledge and in human imagination and spirit. Nevertheless, when
we do research purely for its own sake without aim or clear purpose--we risk squandering
resources which could have been applied to relieve the immediate suffering of our dispirited,
disadvantaged, and disenfranchised members of society. In the final analysis, given finite
economic resources we are forced to strike a balance in how we allocate those resources
among competing societal objectives.
Issue 19
"Creating an appealing image has become more important in contemporary society than is the
reality or truth behind that image."
Has creating an image become more important in our society than the reality or truth behind
the image? I agree that image has become a more central concern, at least where short-term
business or political success is at stake. Nevertheless, I think that in the longer term image
ultimately yields to substance and fact.
The important role of image is particularly evident in the business world. Consider, for
example, today's automobile industry. American cars are becoming essentially identical to
competing Japanese cars in nearly every mechanical and structural respect, as well as in price.
Thus to compete effectively auto companies must now differentiate their products largely
through image advertising, by conjuring up certain illusory benefits--such as machismo, status,
sensibility, or fun. The increasing focus on image is also evident in the book-publishing
business. Publishers are relying more and more on the power of their brands rather than the
content of their books. Today mass-market books are supplanted within a year with products
that are essential the same---except with fresh faces, rifles, and other promotional angles. I
find quite telling the fact that today more and more book publishers are being acquired by large
media companies. And the increasing importance of image is especially evident in the music
industry, where originality, artistic interpretation, and technical proficiency have yielded almost
entirely to sex appeal.
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