PR, Films and Fantasies

Sweetness and Light

Posted on: February 23, 2010

“Culture – a pursuit of our total perfection by means of getting to know (…) the best which has been said or thought in the world” (Mathew Arnold)

As culture has been defined as a way of education and transformation of the masses and media is the key 3rd party between the two, then a media text that educates by presenting its content in a simple but beautiful and intelligent way is what we all need to break from the daily, grey routine.

My idea of such a text is National Geographic magazine. Its articles have valuable information that all people living on this planet should know. They are very accessible and incredibly easy to read and understand. Also, the amazing images in NG complete the “big picture” and bring the world into our home in its tiniest details, showing us different cultures and places and making us a better, more educated person. These images and the text itself are both works of exquisite photography and journalism. “Each new issue of National Geographic magazine brings you a rare look at the drama of humanity and the wonders of nature. And – like no other magazine – it dazzles you with superb photography and unsurpassed maps.”

As they state it themselves, the mission of NG is:

“Inspiring People to Care About the Planet

Since 1888, we’ve travelled the Earth, sharing its amazing stories with each new generation. National Geographic‘s Mission Programs support critical expeditions and scientific fieldwork, encourage geography education for students, promote natural and cultural conservation, and inspire audiences through new media, vibrant exhibitions, and live events.”

So it’s not just about a magazine with tradition and history, but a complete lifestyle and way of thinking that they tried to establish and promote.

“After more than a century the National Geographic Society today reaches more than 350 million people each month and is propelled by new concerns: the alarming lack of geographic knowledge among our nation’s young people and the pressing need to protect the planet’s natural resources. As our mission grows in urgency and scope, the Society continues to develop new and exciting vehicles for broadening our reach and enhancing our legendary ability to bring the world to our millions of members.” In one world, educate in order to show the new generation what is worth to be protected.

So why not “venture into the untamed wild for very real and rare looks at the amazing animal kingdom. Walk back through history to meet extraordinary individuals such as Genghis Khan and Vincent van Gough. And travel the globe to investigate the origins of ancient civilizations, to witness the drama of natural forces at work, and to visit some of the world’s most beautiful places.”

Now that’s my idea of sweetness and light…


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