Star Trek Continues to Satisfy America's Quest for Moral Clarity, Says Consumer Anthropologist

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[chance33_98]

Star Trek Continues to Satisfy America's Quest for Moral Clarity, Says Kellogg School of Management Consumer Anthropologist

Good Versus Evil With a Technological-Spin Suited for Complex, Uncertain Times

EVANSTON, Ill., Dec. 11 /PRNewswire/ -- Star Trek as mythology for the post-September 11 world? A consumer anthropologist at Northwestern University's Kellogg School of Management believes it is so.

"Star Trek is an ideal bellwether of our times," said Robert Kozinets, an assistant professor of marketing at the Kellogg School who has been studying Star Trek consumer behavior since 1995. "Right now, it is expressing American society's hunger for a sense of direction, of right and wrong, good and evil.

Star Trek has always been good at telling us that we can use powerful technology to do good, to prevail over evil by waging war."

It is for this reason that Kozinets believes that the December 13 release of Star Trek Nemesis, the tenth feature film in the science-fiction series, will probably resonate with American audiences. The movie, one of the most dark and violent in the series, comes at a time when the American public is seeking the reassurance that comes with clear moral guidance, and also anticipates the outbreak of a war based on moral differences.

Just as Star Trek's code of non-interference has often been thrown aside by two of its characters, Captains Kirk and Picard, Americans are currently dealing with a threatening new world in which tolerance must be tempered by pre-emptive action. In fact, Star Trek Nemesis is being released at a tense time similar to when the television series was first launched.

"The population today is very divided about what to do in the world," said Kozinets. "In uncertain times such as the present, fiction is favored because it can provide Americans with a reassuring sense of certainty, and it can offer a sense of past and tradition."

Examples are fables like Star Wars, Lord of the Rings, and, of course, Star Trek.

"Star Trek actually portrays a very violent, warlike future, but, rooted in the 'flower power' sixties, it is also ultimately utopian and optimistic. It tells us that we have to fight for our utopia," added Kozinets.

It is this utopian vision and optimism that Kozinets believes provides Star Trek with much of its resilience and marketability. "To say the future is going to be better than now is a very powerful message, and in the Star Trek world it sells lots of book, mugs, and T-shirts," he said. "Consumers are eating up the world of fantasy right now, and I don't think that's mere coincidence."

[VermiciousKnid]

You are absolutely right about that "Who Mourns For Adonis" episode on Star Trek. They edited Kirk's "..we find the one sufficient" line out YEARS ago, and I haven't seen it since on any channel. Not sure about the DVD...but I wouldn't bet on its being there, either.

Regards,

[Harley109]

True, Star Trek did much to promote greater roles for women. But in regards to ST-TNG's first season that showed en in what I assumed was ment to be an optional Star Fleet uniform putting skirts on men, I am glad not all their tweeks on gender differences were not successful in the long run. Those uniforms vanished very quickly.

Perhaps they did a screen test showing Worf battling on the holodeck wearing one, or Picard sitting in his captain chir trying to look dignified in one (after ajusting it as he sat.)

I like Trek, but it can be strange, yes?

[Harley109]

en=men

[marajade]

I own the DVD and would be glad to verify it for you... when does he supposedly say it?

[altair]

To my knowledge, this was the only specific reference to monotheistic religion during Star Trek's run, though there may have been others.

See post #13 for another reference.

[altair]

I allways wondered, why it is necessary to sometimes "inject" some sort of religious pillars of common wisdom in the movies;

"Inject" was the term I used. I meant "insert into the story line". It can be done without an explicit reference. Take for example the racial composition of the original Star Trek bridge crew, especially the Russian.

Major Kira was depicted as a religious individual and there were even episodes where that became the focus. They could well have made a Christian crew member.

[altair]

But in regards to ST-TNG's first season that showed en in what I assumed was ment to be an optional Star Fleet uniform putting skirts on men

Kilts work for the Scottish. The thought, however, of seeing Piccard's legs on every episode is frightening. I'm glad, like you, they changed their mind.

I like Trek, but it can be strange, yes?

Indeed.

[stuck_in_new_orleans]

Star Trek Continues to Satisfy America's Quest for Moral Clarity

Star Terk, the nerds religon. Keeping bullies and geeks at war since the 70's

[VermiciousKnid]

Made in Ohio mentiones the exact scene in post #31. He gives a (very funny) summary of the entire episode.

Regards,

[nospinzone]

In "The Ultimate Computer" Kirk said the ship's computer, after it had killed the crew of an entire starship, had violated "the laws of God and man."

[Harley109]

I was thinging about this last night and reflected on the religious inferences of movie five directed by Bill Shatner.

It was a terrible film, the worst in the movie part of the franchise, but now I have an excuse to rent it on DVD to research this as I only saw it in the theatre once and my memory is rusty on it.

(My wife will love this excuse to rent a sci-fi flick. She really hates them, heh, heh.)

[VermiciousKnid]

Yes, "the laws of God and Man" are mentioned in "The Ulitimate Computer," but didn't M-5 say those words because Dr. Daystrom had imprinted his beliefs onto it? Captain Kirk merely used the computer's own logic against it.

But you're right; it WAS a religious reference...one of the few.

Regards,

[Charles Martel]

True, the word "myth" was used. I always figured that the usage referenced the period of time stated in the Book of Genesis and not the entire story of Creation. After all, the dialogue (especially McCoy's) is peppered with references to God. For example:

***************************

KIRK

Give up Genesis, she said. What in God's name does that mean? Give it up to whom?

SPOCK

It might help my analysis if I knew what Genesis was. Beyond the Biblical reference.

KIRK

Uhura, have Doctor McCoy join us in my quarters.

(snip)

BONES (after viewing Project Genesis summary)

But dear Lord, do you think we're intelligent enough to - Suppose, what if this thing were used where life already exists?

SPOCK

It would destroy such life in favor of it's new matrix -

BONES

It's new - Do you have any idea what you're saying?

SPOCK

I was not attempting to evaluate its moral implications, Doctor. As a matter of cosmic history, it has always been easier to destroy than to create -

BONES

Not anymore! Now we can do both at the same time! According to myth, the earth was created in six days. Now watch out: here comes Genesis; we'll do it for you in six minutes

SPOCK

Really, Doctor McCoy, you must learn to govern your passions. They will be your undoing. Logic suggests -

BONES

Logic??

(to Kirk) My God! The man's talking about logic! We're talking about universal Armageddon!

*************************

Interesting "Armageddon" reference - strong Judeo-Christian connotations there.

[Redcloak]

There's some interesting back-story material on economics in the Trek universe. For example, When Picard's Enterprise first encounters the Ferengi, they identify gold as a valuable commodity. However, per established Star Trek canon, Federation replicators can make gold. This would cause it to become worthless. Subsequently, the writers had the Ferengi use "Gold-pressed Latinum" as a monetary standard. According to the back-story item, this is because replicators cannot duplicate the metal.

All of the series hint that there is no value in consumer goods. The only things the characters ever place any value in are items that can't be replicated, such as latinum, tribbles, antiques, and the like.

[ItsJeff]

Marry me.

[Johnny Shear]

The way I understand things, just the existance of "Star Trek" means Christianity had it all wrong (As did the rest of all "Religions").

The bible tells us that God created Adam and Eve...Not Adam, Eve and Spock. So, I've always worked under the assumption that if we ever discover life on other planets, the bible will be proven to be a very good novel (Which I think it is).

Maybe what I just stated is only the view of strict Christians (I've known some that take the bible literally).

So basically, I choose to believe that Star Trek exists at a time after we've all learned that "Religions" are man-made. Of course God stil exists (Which I do believe).

[Grig]

"The bible tells us that God created Adam and Eve...Not Adam, Eve and Spock. So, I've always worked under the assumption that if we ever discover life on other planets, the bible will be proven to be a very good novel (Which I think it is). "

Ah, but what if HUMAN life is discovered on other worlds, along with the same plants and animals we have here, along with christian religion. That would rather blow evolution out of the water, not the Bible.

[Johnny Shear]

Yeah, that'd be cool! Of course then, the word "Faith" would become obsolete, wouldn't it? (The catch)...

I've spoken with very fundemental Christians that take the bible absolutely literally...Dinosaurs were really old, and therefore very large lizzards, the earth was literally created in 6 days, God created ONLY the Heaven and the "Earth", and it's all 7000 years old.

And obviously, there are no E.T.'s...Not even microbes on Mars or wherever That's what I am refering to when I say aliens would prove all their beliefs wrong.