"The first step in liberation is understanding: it is really impossible to think for oneself or to act according to free choice unless one understands the various ways in which we are controlled. For example, it is only when I begin to see my ideas of what it means to be a "man" have been formed through a careful and calculated process throughout society that I can begin to act in a way I choose. Only when I begin to understand how powerful advertising has become in developing my personal tastes as well as my personal values can I begin to step back and direct my own life. And even then, and important sociological question continuously teases the thoughtful person: Can society exist if people are truly liberated? If people question everything, can there still be the unity neccesary for order?"