Meet the Flipsters
Conversations on the Bridge |
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A Conversation with Dr. Paul
Ray
(The complete Flip interview, with only minor edits,
not found in the book)
Paul Ray, Ph.D. (www.culturalcreatives.org),
is coauthor with his wife, Sherry Ruth Anderson, Ph.D.,
of the best-selling book Cultural Creatives: How 50
Million People Are Changing the World. Paul has surveyed
and classified more than 100,000 Americans in the
past thirteen years, showing how the subcultures of
values permeate all aspects of American life. During
the time of the research reported in the book, he
was executive vice president of American LIVES, Inc.,
a market-research and opinion-polling firm specializing
in surveys and focus groups based on American lifestyles,
interests, values, expectations, and symbols. The
research projects that led to the discovery of the
“Cultural Creatives” include studies of
the effects of values on consumer choices and the
preferences of Americans for housing, cars, food,
recreation, vacation travel, finances, health, political
causes (e.g., environment), media use, and altruism.
He also leads studies of innovation by consumers and
business.
One of the important perspectives Paul brings to
the discussion of today’s issues is “the
long view.” As he puts it, “It’s
important not to get caught up in too small a window
of time. If you take only a year or two, you won’t
even see the transformation. If you take only five
years, you miss out on where everything came from
and why it’s so difficult for people.
“Everything that we are currently going through
in the United States is part of the modern era. The
modern era really started about fifty years before
Columbus discovered the Americas. So modernism has
been dissolving local traditions and lifestyles for
five hundred years. The purpose of modernism was to
release huge amounts of energy and potential for other
purposes. It began by dispossessing farmers and making
factory workers out of them – forcing them to
live in cities and operate by a time clock and lots
of other stuff that made them extremely unhappy. Many
of the people who immigrated to the United States
had been dispossessed by modernization in their own
countries. Often what they wanted most was open land
and freedom from whoever the oppressor was back there
– only to find that they were now getting new
mercantile industrial oppressors in the United States.
“The combined use of big armies, industrialization,
and nationalism for imperialistic purposes dates back
to the time of Napoleon, roughly 1800. But there have
always been winners and losers in the process of creating
the world we see around us today – a lot more
losers than winners. The winners had to justify why
they got so wealthy and why their brand of modernism
supposedly was good for everybody.”
There has almost always been backlash, as well. But
what we call “fundamentalism” is not nearly
as back-to-basics as it purports to be. Says Paul,
“The mullahs, as we know them today in Islam,
are a recent invention. So are all other fundamentalist
preachers. The first was Jonathan Edwards, in 1740.
And fundamentalism only caught on as a general idea
after 1800. It is actually a modernist innovation
that tries to conceal the fact that it’s innovating
religiously. In every religious tradition where fundamentalism
has shown up – Islam, Judaism, Christianity,
Hinduism – it is considered heresy. Fundamentalists,
in the name of restoring “old ways” that
never actually existed, drastically oversimplify and
reinterpret sacred texts in ways that no theologian,
of any traditional or modern time, would accept. They
strip away symbolic language and demand that all text
be taken as literally true.”
Yet it does seem that there is an imperative to return
to a sustainable relationship with the Earth. “The
Western world, in particular, has led a massive destruction
of the Earth,” agreed Paul. “Some of that
destruction has come from high energy use. A lot of
it has also come from mining minerals and other resources
– oil, coal, metals – and poisoning our
planet’s surface with the byproducts. On top
of that, we’re inventing 40,000 new chemicals
each year, half of which are probably poisonous to
the world as well. What we’ve been doing is
stripping away pieces of a living system for economic
gain. If the destruction weren’t accelerating,
you could say there would inevitably be time for transformation.
The risky part is that we first have to become conscious
of the fact that what we’re doing isn’t
working.”
But going back – even if it were possible –
is not the answer. “If we want to make things
drastically better, we’ve got to invent sustainable
practices that haven’t been seen before,”
warns Paul. “The extraction, processing and
burning of coal and oil are immensely destructive
of the natural world. But without that energy, industrialization
could not have happened. And it’s not like things
would be drastically better if we could roll the clock
back one hundred or even five hundred years. Were
agrarian societies ultimately good and sustainable?
No they were not. They had lousy agricultural practices.
Farmers were stripping the land and making it less
fertile. Traditional practices were destroying the
Earth slowly, while modernism was doing it rapidly
and more thoroughly. But it wasn’t like one
was more virtuous or sustainable than the other. Until
very recently, opposition to modernism was merely
a battle over who was going to get what. Ecology didn’t
exist before 1920, and it was so contrary to the standard
reductionist paradigms of other sciences that it didn’t
really get going until the sixties and seventies.
There was not even an awareness of sustainability
until modern science and photos from space began to
show how the Earth is being destroyed.”
We asked Paul how a modern person, accustomed to
luxuries and conveniences unparalleled in human history,
might become aware of how his or her affluent lifestyle
deleteriously affects the welfare of the planet as
a whole. “Part of what I’m impressed with
as a macro-sociologist is the persistence of the past
to affect people through unconsciousness and habit,”
Paul comments. “People believe that things should
be just as they were when they grew up as a kid. To
a lot of people, tradition is nothing more complicated
than ‘whatever is comfortable for me.’
The persistence of habit goes with unconsciousness.
So the beginning of change is coming to a conscious
awareness that our backs are against a wall as a species,
that we really have to make fundamental change to
assure the survival of ourselves and our children.”
But what can flip people out of their habitual denial
and resistance to change? “Just pushing or rebelling
against what’s happening is only the first step
out of unconsciousness,” Paul observes. “The
moment you start turning your attention toward a more
embracing, higher kind of consciousness, and asking
how we could create what I call a wisdom culture,
then you’re taking the next step toward a new
level of development.
“Modernism is an evolutionary plateau in the
same way that agricultural society was a plateau above
hunting and gathering. Modernism is a plateau above
agrarian societies in terms of level of complexity,
sophistication, cultural knowledge, and so on. But
modernism has never faced up to the idea that we can
consciously invent a better world together.”
That idea, Paul asserts, is the underlying motivation
of the growing segment of society that he and his
wife have identified as Cultural Creatives. “These
are people – 50 million American adults and
80 million European adults – who take the idea
of ecology very seriously, and the support slowing
business growth in order to save the planet. They
also take very seriously women’s issues and
issues of personal growth and relationships. We found
that the typical Cultural Creative cares intensely
about the issues raised by post-World War II social
movements. These movements include those focused on
civil rights, the environment, women’s rights,
peace, jobs, social justice, gay and lesbian rights,
alternative health care, spirituality, personal growth,
and now, of course, stopping corporate globalization.
All of those concerns are now converging into a strong
concern for the whole planet.”
What distinguishes the thinking of a Cultural Creative?
“Holistic thinking; that is, thinking in longer
time horizons than the next quarter’s profits,
the next election cycle, or even one’s own life
span. This means that Cultural Creatives are motivated
by concern for all the people of the planet and all
the living systems of the planet. The idea of living
systems is new to modernism because that perspective
looks at how nonliving things are put together or
taken apart, which is fundamentally a nineteenth-century
idea. This idea is obsolete in every part of contemporary
science and technology…”
Obsolete concepts are becoming obvious in other disciplines,
as well. Paul sites an example from economics and
commerce. “There is a growing desire to take
power away from Wall Street, the way it was once taken
away from kings and nobles. Good managers are starting
to ask, ‘How can I stay clear of Wall Street?’
in the way the average Russian used to ask, ‘How
can I stay clear of the Communist Party?’ back
in the fifties. The shareholder value ideology may
be one of the last lashings of that dinosaur’s
tail. We’re looking at extraction of value that
society can’t afford – value that could
be applied to more socially and environmentally responsible
purposes.
“One of the things that dogs our culture right
now is that we’re living in a time when a lot
of institutions are starting to fall apart. The falling
apart process has both dangers and opportunities.
Modernism falling apart is what will leave enough
open space to go to the next level of integration.”
But isn’t a time of falling apart also a time
of chaos and anarchy? Paul Ray is optimistic. “Rather
than seeing it as a time of great fear and potential
tragedy, we can see it as our chance to rise above
our old ways and to become our best selves. If you
were to take a 10,000-year perspective on humanity,
we’ve come to a high point in our drama. Artistically,
it’s a cliff-hanger! Will we go to the next
level of integration or won’t we? It’s
exciting and appealing – the chance to start
building and living in the world you want.”
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The Flip, by Jared Rosen and David Rippe, illuminates
a clear path to a vibrant enlightened world where
millions of people already live and thrive. It describes
in vivid detail and real examples evidence of an upside
down world in decay and a Right Side Up world of authentic
beings bright with possibility.
The Flip is an owner’s manual for the twenty-first
century full of insights, conversations with recognized
experts, thought leaders, and visionaries, and actionable
exercises and tips you can use to begin your own personal
flip.
To read more about The Flip
and additional interviews from other luminaries, experts
and bestselling authors, please visit www.theflip.net
The Flip is available at your
local bookstore or online at
Amazon.com, Barnes
& Noble, Joseph-Beth,
and Borders.
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