Knowing me, knowing you. A-ha! (Part 1)


I’m sure some of you are familiar with the alter persona of Steven Coogan, Alan Partridge.

The character’s obviousness to his own flaws is hilarious and is a rich vein of comedy for Steven to mine.

However when it comes to the real world our lack of is anything but funny, it may appear to be a tragicomedy but in reality is simply tragic.

lone cowboy

It is critical for us to know ourselves. We need to know and understand ourselves and each other (humanity). Culture may celebrate the lone ranger or lonesome cowboy but the reality is unless you are a hermit, we all live in and depend on social groups.

We may not need to be experts or academics on the subject but we should know some basic information on the subject. Basic psychology of individuals and groups should be taught at school.


One of the reasons for this is that we are under siege. If you know anything about modern marketing you know that they study, sometimes with the aid of MRI machines – called neuromarketing, how consumers make purchasing decisions.

How your supermarket is laid out, the colour of the product, associating emotions and feelings in advertisements instead of merely selling the product itself.

There is a vast machine whose sole goal is to part you from your money.

We need to know and understand ourselves. Understand yourself at least as well as, if not better, than these big corporations

Otherwise we won’t necessarily be aware of the ploys being used to coral us into making one useless purchase after another. Otherwise sporting teams will be able to manipulate us using human tribal tendencies. Otherwise we will fall prey to demagoguery. Politicians will be able to appeal to our racist tendencies to keep us hating each other instead of hating corrupt politicians.

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