Raising Awareness: Why We Shouldn't Take It for Granted
Raising Awareness: Why We Shouldn't Take It for Granted
By Tim Hjersted / filmsforaction.org
Mar 7, 2011

A dangerous thing can occur when you start learning about what's really going on in the world. The problems start to seem so complex, and you're just one person, doubts begin to creep in. You sincerely want to help change the world, but from all this knowledge you start to believe that the world is too out of control and too big to change, so you end up not doing anything.

What aspiring change-agents can easily forget is that there is a large amount of meaningful groundwork that still needs to be laid. Many conscious people may take it for granted, but there is still a lot of important information people aren't aware of yet. A friend recently admitted, "I take for granted that the mainstream media implicitly neglects serious philosophical concerns about the crises we collectively face, as a species, as a unified human family. I apologize for my demeanor in assuming this was common knowledge."

Yeah. It's good to remember. All of us at one point in time were not aware of all the knowledge we're aware of now. All of us were asleep at one point too, and remembering this builds our own empathy and humility when getting into discussions with people. It also helps us remember how important this first step is in the process of building the mass-movement necessary to realize our idealistic dreams.

Just imagine what would happen if an entire city had seen The Corporation. Just imagine what would be possible if everyone in the country was aware of how unhealthy the mainstream media was for our future and started turning to independent sources in droves.

It really does start with getting informed, and there's lots of subject matter to cover. Our country has to come to terms with the true history of the United States. It has to learn about basic ecology. It needs to understand the basic truths about climate change, the monetary system, the education system, the media system, the truth about capitalism and governments.

Our society needs a new story to belong to. The old story of empire and dominion over the earth has to be looked at in the full light of day - all of our ambient cultural stories and values that we take for granted and which remain invisible must become visible. And all of this knowledge and introspection, questioning, and discovery is essential for a cultural transformation that addresses root causes. This knowledge is vitally necessary. Taken together, this knowledge, which is documented throughout the 3000 videos on the Films For Action website, will lay the foundation on which the next paradigm will be built, post empire.

After becoming familiar with these understandings over the years, it may be easy to internalize, accept, and then be occasionally shocked at how crazy our culture still is. Lots of 'givens' that activists take for granted still need to go mainstream.

That's where you come in. Don't complain about the mainstream media failing to inform people. Become the media. Become a walking, talking distro of quality information that your friends can trust. Who needs FOX and CNN, after all, when you've got your friends?

Host film screenings, share articles and videos regularly on social media, buy and burn copies of documentaries to give to your elected officials and school faculty, promote Films For Action and other indy media alternatives. Get the information out in to your community and you will be laying the foundation for a local movement for mass societal, environmental and economic change.

All you have to do (the first easy thing) is plant the seeds. The community (as the seeds grow) will help with watering, weeding, expanding the garden, harvesting and so on. Social change is a social effort, after all, and you won't be doing this alone. I've often said, why struggle working on these issues with a small group of 10 to 15, when we could be working with a collaboration of 15,000? If we lay the foundation, recruit an army of "culture gardeners," things are going to start happening organically, both organized and spontaneously, all across the cities where we live.

People that are new to this culture of creative activism often ask me, "Yea, I'm on board. I get it. But what can I do?" If we've been involved in this work for some time, part of our responsibility is to offer people tangible ways they can plug in. But the second thing we have to convey is: no one can answer this question but you. Everyone is an expert on their own life. What's your passion? You are the best one to decide the best use of your time and efforts. No one is going to know better than you what your unique gifts and skills are.

And hey, if it takes you some time to figure this out. That's okay. Simmer on it for a minute. Let it stew. While you're figuring things out you can always continue disseminating information. I spent about two years learning about this jigsaw puzzle called changing the world before I figured out a path of action that I could really commit myself to. Of all the issues I could work on, I decided that the problem of the media was the number one bottleneck impeding the progress of every other issue. Focus on education and raising awareness. Break this bottleneck and the rest will follow.

A lot of people knock raising awareness as being too abstract. But when you consider it as a strategic first step in the larger picture, taken concurrently with other actions, I don't think we can underestimate its significance.

CopyLeft. Image source.

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Raising Awareness: Why We Shouldn't Take It for Granted