VERB
SOMETHING
 So, now we have mental
engagement and a desired affect. Good things, but not
everything we need to create completely happy
brains.
To be truly happy, humans require a sense of Efficacy.
Efficacy is "the
power or capacity to produce a desired effect." Unfortunately,
we don’t always have the power or capacity
to produce the effects we desire.
Assurance of personal Efficacy, along with pain
avoidance and pleasure
seeking, ranks as one of the primary motivating
factors behind goal-oriented behavior. Without the "power
or capacity to produce a desired effect" no goal can be
achieved.
A lack of Efficacy means an
inability to achieve goals, which in turn fosters
a mental state of anxiety and/or depression. When we lose our
sense of personal Efficacy – we become alienated.
Alienation is defined as "a
state of estrangement between the self and the
objective world."
As
I was saying about Wired
magazine [and
much of the mediated information in our
environment],
through its graphic design Wired
creates
this kind of estrangement
between the reader and what the reader
perceives as the Wired
world.
The Wired
world is constructed
and imaginary. The only possible way for
a reader to make Wired
part of their objective world is to buy
the
magazine, read
the ads,
and acquire
the products
they advertise.
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So the question is, How
do we relieve the painful
itch of estrangement
between ourselves and the objective world? Well, the way most of
us do it, and have done so throughout history, is
to
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