Documentary film “Ethos: Time to Unslave Humanity” presented by Woody Harrelson was produced in 2011 by the director Pete McGain.
“Ethos” is defined in the Cambridge Dictionary as “the set of beliefs, ideas, etc. about the social behavior and relationships of a person or group” (Meaning). So, judging from the name, the film offers the way of unslaving humanity by forming some kind of “correct” social beliefs and behavior.
The motto of the film is: “It is impossible to change the system without knowing the process of its work”. The plot of the film shows us all sides of not working system, which contradicts democracy, individual’s liberty and environment.
Unlimited and uncontrolled corporate power is defined as the main cause of all problems mentioned. The open support of big corporations by politicians and just the visibility of choice created by media, profitability of wars and so their continuation and justification and as the result destruction and pollution of the environment are all derivatives of the problem that financial elite puts its interests ahead of the public.
So, by giving all this facts the creators of the film make the viewers think what they can do to change the system, to be not just the spectators, but to get involved.
Here are some suggestions offered in the film and on its official site (Taking Action):
You can show your choice by the way you spend your money; don’t finance the current system;
Buy only those products that you need;
Purchase products only from environmentally conscious companies.
So, if to unite these recommendations into one advice it will form the main message of the film: target you spending power in the direction of social just and green business. To be honest, it seems a very small move towards the life in harmony and clean environment, which can hardly seriously transform the system.
Nevertheless, history knows several examples, when this approach worked with big corporations. Let’s take for instance the case with Nike Company, which was boycotted for using “sweatshop” labor. As the result sales have dropped 50 percent down, this made the company change their attitude toward this question (Taking Action).
Another good example would be the Kimberly-Clark Company, which produces such brands as Kleenex, Scott, and Cottonelle. Under the public pressure it has established a new paper policy, claiming that 100 percent of all their resources for production will be received from environmentally responsible sources, which has stop the destruction of ancient Boreal forest and at the same time placed the company into the top of the industry rate in sustainability (Victory for the Boreal Forest).
These two examples speak volumes about effectiveness of the approach offered in the film. By making a conscious choice and using not emotions, but rational thinking in the process of buying, people get involved and can actually influence big corporations.
Despite the fact that “Ethos: Time to Unslave Humanity” is just one film in a row of similar films like “Zeitgeist: The Movie” it is quite interesting how it unfolds the relationship between the politicians, huge corporations and mass-media. Basically it tells as the story of what happens, when capitalism meets democracy. As other similar films, it tries to provoke not just thought but also action to change current situation. The message is understandable, but the method is questionable in effectiveness, although some cases from history show that it can give results. So, maybe it is better to stop talking and really do something.
Works Cited
Ethos: Time to Unsalve Humanity. Dir. Pete McGain. Perf. Woody Harrelson. 2011. YouTube. 23 Jul. 2016 <https://www.youtube.com/watch?v=iAy-uetebpQ>.
"Meaning of “ethos” in the English Dictionary." Cambridge Dictionary. 2016. 23 Jul. 2016. <http://dictionary.cambridge.org/dictionary/english/ethos>.
"Taking Action." Ethos Documentary. 6 Jun. 2014. 23 Jul. 2016. http://www.ethosdocumentary.com/sample-page/
"Victory for the Boreal Forest!." Greenpeace International. 5 Aug. 2009. 23 Jul. 2016. <http://www.greenpeace.org/international/en/news/features/victory-for-the-boreal-forest/>.
