Dr. Bernard McGrane, Professor of Sociology at Chapman University, is an expert on the advertising culture. In his "Zen TV," which experimented with television, consciousness, and the mind, he discovered that when we seek media confirmation for our actions, feelings, and self-perceptions, we lose the drive to pursue direct experience and to participate in co-creating reality.  While he has explored advertising with respect to the Ego and Identity and the Superego and Judgment, his presentation for us turns to the third part of the Freudian delineated psyche, the Id, raging to be unleashed and to have its way.