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HILLARY RODHAM CLINTON
IT TAKES A VILLAGE
39
values. If either is undermined, the consequences will
rities to create aspirations that can be satisfied only by
end up costing us all more in the long term, materially
the purchase of some product or service. If all of us said
and otherwise, than we can possibly gain in the short
today, "Okay, I have enough stuff. From now on I will
term.
buy only the bare necessities," that would be a disaster
In this book I have talked about the responsibilities of
for our economy. But spurred on by cultural messages
individuals and institutions for the future of our children
that encourage us to feel dissatisfied with what we have
and the village they will inherit. No segment of society
and that equate success with consumption-messages
has a more significant influence on the nature of that
fueled by the advertisements that constantly bombard
legacy than business. We live in an era of what political
us-we face the far more likely danger of allowing greed
scientist Edward Luttwak calls "turbo-charged" capital-
to overshadow moderation, restraint, and the stability
ism, which is characterized by intense competition;
that comes from saving and investing for the future
breathtaking technological changes; global financial, in-
rather than satisfying short-term desires.
formation, and entertainment markets; constant corpo-
The threat is greatest to our children, who will inherit
rate restructuring; and relatively less public control and
that future and the values that shape it. "As a society,"
influence over the private economy.
writes David Walsh in Selling Out America's Children, "we
This combination of changed circumstances poses
Americans of the late twentieth century are sacrificing
new problems for families and communities, and for the
our children at the altar of financial gain," and, in Walsh's
children who grow up in them. Business affects us pow-
phrase, to the lure of "adver-teasing." Those of us who
erfully as consumers, as workers, as investors, and, more
believe in the free market system should worry about
broadly, as citizens of the society it helps to create and as
what we are in danger of becoming: a throwaway society
inhabitants of the environment it has a strong hand in
sustained on a diet of unrealizable fantasies, a society in
shaping. Our circumstances therefore require new and
which people--especially children-define self-worth in
thoughtful responses from every segment of society, par-
terms of what they have today and can buy tomorrow.
ticularly from business.
Walsh documents the careful calculation-and hun-
dreds of millions of dollars-that go into advertising
campaigns directed at children, whose desire for instant
gratification and lack of sophistication make them easy
OUR economy grows as it gives consumers more and
targets. Children parked in front of the television for
better products to choose from, at competitive prices.
hours on end are particularly susceptible, and advertisers
On the whole, this system has been a boon to us, not
know it. After the Federal Communications Commis-
only allowing us to live comfortably but providing more
sion repealed regulations that limited the amount of time
Americans with jobs. But one of the conditions of the
that could be devoted to commercials during children's
consumer culture is that it relies upon human insecu-
television shows in 1984, the number of commercials
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"ocrText": "288\nHILLARY RODHAM CLINTON\nIT TAKES A VILLAGE\n39\nvalues. If either is undermined, the consequences will\nrities to create aspirations that can be satisfied only by\nend up costing us all more in the long term, materially\nthe purchase of some product or service. If all of us said\nand otherwise, than we can possibly gain in the short\ntoday, \"Okay, I have enough stuff. From now on I will\nterm.\nbuy only the bare necessities,\" that would be a disaster\nIn this book I have talked about the responsibilities of\nfor our economy. But spurred on by cultural messages\nindividuals and institutions for the future of our children\nthat encourage us to feel dissatisfied with what we have\nand the village they will inherit. No segment of society\nand that equate success with consumption-messages\nhas a more significant influence on the nature of that\nfueled by the advertisements that constantly bombard\nlegacy than business. We live in an era of what political\nus-we face the far more likely danger of allowing greed\nscientist Edward Luttwak calls \"turbo-charged\" capital-\nto overshadow moderation, restraint, and the stability\nism, which is characterized by intense competition;\nthat comes from saving and investing for the future\nbreathtaking technological changes; global financial, in-\nrather than satisfying short-term desires.\nformation, and entertainment markets; constant corpo-\nThe threat is greatest to our children, who will inherit\nrate restructuring; and relatively less public control and\nthat future and the values that shape it. \"As a society,\"\ninfluence over the private economy.\nwrites David Walsh in Selling Out America's Children, \"we\nThis combination of changed circumstances poses\nAmericans of the late twentieth century are sacrificing\nnew problems for families and communities, and for the\nour children at the altar of financial gain,\" and, in Walsh's\nchildren who grow up in them. Business affects us pow-\nphrase, to the lure of \"adver-teasing.\" Those of us who\nerfully as consumers, as workers, as investors, and, more\nbelieve in the free market system should worry about\nbroadly, as citizens of the society it helps to create and as\nwhat we are in danger of becoming: a throwaway society\ninhabitants of the environment it has a strong hand in\nsustained on a diet of unrealizable fantasies, a society in\nshaping. Our circumstances therefore require new and\nwhich people--especially children-define self-worth in\nthoughtful responses from every segment of society, par-\nterms of what they have today and can buy tomorrow.\nticularly from business.\nWalsh documents the careful calculation-and hun-\ndreds of millions of dollars-that go into advertising\ncampaigns directed at children, whose desire for instant\ngratification and lack of sophistication make them easy\nOUR economy grows as it gives consumers more and\ntargets. Children parked in front of the television for\nbetter products to choose from, at competitive prices.\nhours on end are particularly susceptible, and advertisers\nOn the whole, this system has been a boon to us, not\nknow it. After the Federal Communications Commis-\nonly allowing us to live comfortably but providing more\nsion repealed regulations that limited the amount of time\nAmericans with jobs. But one of the conditions of the\nthat could be devoted to commercials during children's\nconsumer culture is that it relies upon human insecu-\ntelevision shows in 1984, the number of commercials"
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