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multinational news corporations are driven by profits. Profits paid for by thecompanies inflicting the most damage to the earth. No wonder we dont get thecomplete story or the full reporting of the potential implications. The Warning toHumanity issued by the most distinguished scientists in the world did not get anymajor coverage in any major news source when it was issued in 1992! Sadly theheadlines of the day were about sex, scandal, violence and celebrity, because thesedrive profits for the news corporations and their advertisers. Theyve found thatcurrently this is what we appear to want to read and it sells. Do we really want thisor are they manipulating us?We need to be aware of this in the news we read, the opinions and attitudes ofpoliticians, and even in ourselves. We are not immune to this constant barrage ofperception management. To be blunt, we must take into consideration all of thebrain washing that has been delivered to all levels of society since birth. We are allaffected. No wonder attention to these critical problems has been lacking.Media CrisisThe impact of sudden realizations, through major crisis, can change people at anylevel forever. The opportunity of creating a sustainable future for our children issuch an issue. We are at a crisis stage. The effects we see, and especially those wedont, are telling us we must act now no matter who we are or where we live.The media needs to provide a critical service to humanity. The business of reportingthe problems we face, the analysis of competing views and research, and theexpression of our shared knowledge has the great potential of in forming the basisfor our existence. Unfortunately this seldom happens. As a society, we are moving away from talkingabout ideas. Now we talk in slogans. The mediadoesnt force us to think issues through in theirfull complexity. Thus, we are getting policiesdriven by slogan orientation. Complaints such asthis reflect a dilemma regarding the business ofinformation management. Precisely because it is abusiness, run for profit, the media tend to operateon a mandate that encourages pu blic consumptionpreferences. (Downs 1972, 42: Herman andChomsky 1988) It thus serves as an instrument52