Hope
* acts as an anchor to the soul.
* can be expectation, desire, anticipation, belief or longing.
* differs from faith, in that it looks only forward to future objects.
* involves trust in someone or something on which the expectation is centered
  - trust, committing our lives to an expectation
* is also our reaction to pain
  - at the level of faith and love
  - belief in risky loving
  - cleans
  - directly proportional to having faith
  - feelings
  - located in despair
  - nature's veil for hiding truth's nakedness
  - part of faith
* leads to the loss of fear, and fear to the loss of hope.
* lies in individuals that learn about the medical and compassionate rewards of vegetarianism.
* lives with life and dies with death.
* provides wings to thought, and love to hope.
* refers to an expectation.
* reigns in a person's life when they see with an x-ray vision into the future full of promise.
* shines brighter than the brightest star on the darkest night.

Ideology
* All ideologies organize the world.
* Ideologies are anathema to reason
  - inevitably subject to the imperfections that mark all men
  - systems of claims
  - can cause much pain
  - depoliticize what are in fact differences in power that serve some more than others
  - do change over time
  - emerge out of political and religious ideas to strongly shape people's worldviews
  - influence or determine the behavior of individuals and the fate of people
  - is something in books
  - make a claim to knowledge about society
  - often change rapidly given the way society is moving along at lightning speed
  - provide shared meanings that facilitate communication between individuals
  - take narrative forms
* Some ideologies are pluralistic and others are monistic.
* always reigns supreme when there is no challenge to the existing order.
* exists in our heads, hearts, subjectivities and even our identities.
* goes beyond the study of things as they are.
* guides society the way self-concept guides an individual s behavior.
* has a material existence
  - national character because it reflects the specific racial and national composition
  - the function of constituting individual as subjects
* human concept which is brought to bear on technology.
* influences the form of messages, more subtly than mere political ideology.
* involves assertions.
* is an important means by which to legitimize ruling authority
  - orientation
  - created by people
  - dead or comatose in art, philosophy, politics, everywhere
  - inside-out theory
  - intended to defend a particular view of the kind of society one presumes is desirable
  - linked to wrong comprehension of reality and interests
  - made of ideals
  - one of the three main forms of the class struggle
  - part of organizations
  - reflected in culture
* is the nightmare made material by certain social bearings
  - result of experience built upon experience
  - upside down theory
* often fills the void left by a dying religious belief.
* plays a decisive role in the activities of people.
* practice within a specific class or social organization.
* represents the imaginary relationship of individuals to their real conditions of existence.
* state of mind while institutions are models on the ground.
* therefore motivates people to act according to an objectified moral code.

Integrated marketing
* corporate philosophy that, like quality, belief.
* is the hallmark of the present and future.