“These modules seek to penetrate, but in a passing way. A second of your attention is all they ask. Nothing is firing that rends or cuts. It’s a massage, really, if you just go with it. And why not? Some of the most talented people on the planet have devoted their lives to creating this psychic sauna, just for you.” Ersatz environments and colourful advertisements have been with us since the fifties, de Zengotita adds, but the multimedia blitz we experience now represents a whole new level of persuasion. “Saying that it’s just more of what we had before is like saying a hurricane is just more breeze.”

Today’s mass dream, split from the organic foundation of the world and cobbled together from shards of television shows, newspaper and magazine articles, advertisements, films, ad jingles, ringtones – the whole mad fantasy of what’s hip, what’s not, who’s in, who’s out and the international villain du jour – is the raw stuff of the ‘Collective Unconscious 2.0’.

Mainstream media culture currently has all the signs of full-blown psychosis. This is analogous to Jung’s shadow. Confronting the shadow is unpleasant on a personal level, but healing cannot be effected without being confronted with the truth – and as folk wisdom has it, the truth hurts. What is positive about this process is that we’re being forced to confront the very worst in the imaginal output of our great, untethered, free market economy.

We are, ultimately, the stories we tell each other of our past, present and future. We become what we seek. It’s up to us to rule the imagination or leave it in the hands of a select few to shape the future of the mass dream. As Buckminster Fuller once said, “You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.”