CHAPTER 5

When Emotions Take Over Science

What’s the Story?

Once upon a time, we believed in Gods and myths. We also thought that multiculturalism and multiracialism were the same concept, but science changed our reference systems and took us to a more rational understanding of the same stories about life, culture, and race. Yet, emotions kept ruling humans’ perception of reality, which is merged with the need of material possessions.

With the advent of science in the 17th century, we have rejected mythology as a product of superstition and primitive minds. Yet now we are coming to a fuller appreciation of the nature and role of myth in human history. At that time, it was necessary for science to build itself against the old generations of mythical ...

Get Multicultural Marketing Is Your Story now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.