The way in which cultural values pass from generation to generation is the subject of this book. With the advent of mass communication and the devaluation of language, especially spoken English, younger cultures, like North America's may not possess the terminology to easily engage the concept at hand. The French philosophical school of Mediology, a radical movement founded by Regis Debray, posits that the cultural values are transmitted through four classic scenarios: by family; by spirituality, by politics; by masters. To this, we add a fifth scenario: by celebrity. Rather than explain in didactic or academic language, the ideas introduced here present themselves in a classical way, through the venerable technique of storytelling. Our challenge is to think for ourselves again."