Attachment
The advertising industry knows very well that in order to sell things people don’t really need they must convince them that those things will add something to how they see themselves or are seen by others. Advertising makes people think that what they buy will add something to their sense of self. This is done by telling them that they will stand out from the crowd by using a certain product and become more than what they are already.
Or advertising may create an association in the mind between the product and a famous person, or a youthful, attractive, or happy looking person. Even pictures of old or deceased celebrities in their prime work well for that purpose. The unspoken assumption is that by buying this product, through some magical act of appropriation, people become like them, or rather the surface image of them. And so in many cases we are not buying a product but an identity enhancer.
The things we identify with vary from person to person according to age, gender, income, social class and so on. It all has to do with the content. The unconscious compulsion to identify is inherent within us and is one of the basic ways the ego operates. Paradoxically, what keeps the so called consumer society going is the fact that trying to find ourselves through things doesn’t work. The ego satisfaction is temporary and so we keep looking for more and keep consuming.
Of course we need housing, clothes, food, and other basic items. There may also be things in our lives that we value because of their beauty or inherent quality. Each thing has its origin within the one energy of all being, the source of all things. In traditional cultures, people believe that everything has an indwelling spirit. But when we live in a world deadened by mental abstraction, we don’t sense the aliveness of the universe anymore. Most people don’t inhabit a living reality, but a conceptualized one.
If we try to find ourselves through things we will become miserable. Our identification with things creates attachments and obsessions which create our consumer society where the only measure of progress is always more. The unchecked striving for more is a dysfunction and a disease. It is the same dysfunction the cancerous cell manifests, whose only goal is to multiply itself, unaware that it is bringing about its own destruction by destroying the organism of which it is a part. Some economists are so attached to the notion of growth that they can’t let go of that word, so they refer to recession as a time of negative growth.
A large part of many people’s lives is consumed by an obsessive preoccupation with things. This is why one of the ills of our times is object proliferation. When we can not feel the life that we are, we are likely to fill up our life with things. It can be useful to investigate our relationship with the world of things through self observation and how things that are designated as belonging to us. We need to be honest to find out whether our sense of self worth is bound up with things we possess.
When there is nothing to identify with any longer our sense of beingness is freed from its entanglement with form and spirit is released from its imprisonment in matter. We realize our essential identity as formless and as an all pervasive presence of being prior to all forms and identifications. We can realize our true identity as consciousness itself, rather than what consciousness had identified with.
When we come to the realization that we are perfect expressions of life and truth, there is nothing that can be added to or taken from us to make us complete. We rest in the peace and inner stillness that is the essence of our being.


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