Home > Topic > propositions

propositions  QUOTES

24 " The television commercial has mounted the most serious assault on capitalist ideology since the publication of Das Kapital. To understand why, we must remind ourselves that capitalism, like science and liberal democracy, was an outgrowth of the Enlightenment. Its principal theorists, even its most prosperous practitioners, believed capitalism to be based on the idea that both buyer and seller are sufficiently mature, well informed and reasonable to engage in transactions of mutual self-interest. If greed was taken to be the fuel of the capitalist engine, the surely rationality was the driver. The theory states, in part, that competition in the marketplace requires that the buyer not only knows what is good for him but also what is good. If the seller produces nothing of value, as determined by a rational marketplace, then he loses out. It is the assumption of rationality among buyers that spurs competitors to become winners, and winners to keep on winning. Where it is assumed that a buyer is unable to make rational decisions, laws are passed to invalidate transactions, as, for example, those which prohibit children from making contracts...Of course, the practice of capitalism has its contradictions...But television commercials make hash of it...By substituting images for claims, the pictorial commercial made emotional appeal, not tests of truth, the basis of consumer decisions. The distance between rationality and advertising is now so wide that it is difficult to remember that there once existed a connection between them. Today, on television commercials, propositions are as scarce as unattractive people. The truth or falsity of an advertiser's claim is simply not an issue. A McDonald's commercial, for example, is not a series of testable, logically ordered assertions. It is a drama--a mythology, if you will--of handsome people selling, buying and eating hamburgers, and being driven to near ecstasy by their good fortune. No claim are made, except those the viewer projects onto or infers from the drama. One can like or dislike a television commercial, of course. But one cannot refute it. "

Neil Postman , Amusing Ourselves to Death: Public Discourse in the Age of Show Business

27 " Because they are assertions about Being in the light of time properly understood, all ontological propositions are Temporal propositions. It is only because ontological propositions are Temporal propositions that they can and must be *a priori propositions*. It is only because ontology is a Temporal science that something like the *a priori* appears in it. *A priori* means " from the earlier" or " the earlier." " *Earlier*" is patently a *time-determination*. If we have been observant, it must have occurred to us that in our explications we employed no word more frequently than the expression " already." It " already antecedently" lies at the ground: " it must always already be understood beforehand" : where beings are encountered, Being has " already beforehand" been projected. In using all of these temporal, really Temporal, terms we have in mind something that the tradition since Plato calls the *a priori*, even if it may not use the very term itself. In the preface to his *Metaphysische Anfangsgründe der Naturwissenschaft [Metaphysical principles of natural science], Kant says: " Now to cognize something *a priori* means to cognize it from its mere possibility." Consequently, *a priori* means that which makes beings as beings possible in *what* and *how* they are. But why is this possibility labeled by the term " earlier" ? Obviously not because we recognize it earlier than beings. For what we experience first and foremost is beings, that which is; we recognize Being only later or maybe even not at all. This time-determination " earlier" cannot refer to the temporal order given by the common concept of time in the sense of intratemporality. On the other hand, it cannot be denied that a time determination is present in the concept of the *a priori*, the earlier. But, because it is not seen how the interpretation of Being necessarily occurs in the horizon of time, the effort has to be made to explain away the time determination by means of the *a priori*. Some go so far as to say that the *a priori*―the essentialities, the determination of beings in their Being―is extratemporal, supratemporal, timeless. That which does the enabling, the possibilities are characterized by a time-determination, the earlier, because in this *a priori* nothing of time is supposed to be present, hence *locus a non lucendo*? Believe it if you wish." ―from_The Basic Problems of Phenomenology_ "