In the modern Coca-cola culture people are indoctrinated into believing that sense-enjoyment will create happiness for them. Indeed, sense-enjoyment is the only type of happiness the population is educated in.
Lets analyze what bodily and mental happiness is all about. Sex is regarded by most people to be the highest form of joy available in the world. But sex-lust and sex-enjoyment is merely an attempt to escape the suffering it is to be without sex. It's misery to live in forced celibacy. Anyone who has reached puberty can testify to that. Or eating. To eat is considered to be one of life's major enjoyments. But actually to eat is just an attempt to escape the suffering of hunger. People of the western culture don't know what it means to suffer from famine, but it is a great suffering experience by many people of the world.
And that's how it is with most of the enjoyment we seek and experience. Eating, sleeping, mating, and defending, are the four activities that are shared by all living entities. It is four urges the human has in common with animals, birds, and all other living entities on the planet. In the modern world it has become the foremost goal to fulfill and satisfy these four animalistic urges. They have been made the standard of happiness and enjoyment in life. What do we do together with our loved ones, our family and friends? We eat, sleep, mate, and defend. The entire civilization revolves around these four principles. That is an animal civilization.
A human civilization is running on a whole other different set of principles. As a human one is expected to have a higher standard than the animals. One is expected to have higher goals in life than the mere chasing after basic, animal urges. In the modern Coca-cola culture entire industries have been created to fulfill these four needs. Billions of tons of iron are extracted from the earth to make pots, knives, forks, plates, serviettes, cups, and glasses etc. All of it, just to eat. Then they have more sense in India. They are more civilized. They eat with the fingers from a banana-leaf. In the west it is scoffed at as primitive and back-wards, but actually it shows a higher intelligence. No use for billions of tons of iron to make knives and forks. No dish-washing afterwards. You just throw your banana-leaf on the compost heap and wash your hands. How easy is that?
The fact is that the western civilization is over-consuming nature's ressources. It is a greedy, animalistic culture, which ruins the entire planet.
Anyway, the happiness that can be obtained by surrendering to Krishna's enjoyment is so far superior to the happiness that one can squeeze out of matter, that sex with the most bautiful women in the world becomes like broken glass in comaprison.
And who is to be blamed for the fact that the modern world runs on animal principles? Atheism. Atheism reduces the human being to nothing more than an animal. But the human life-form is a unique opportunity for the soul to realize his real, eternal indentity. That the soul cannot realize in any other life-form. In other forms of life, the soul is merely busy with eating, sleeping, mating, and defending. The human form of life is a waste of time for the soul if it is not used to to learn how to love Krishna.
The soul can relate to Krishna as his master, his father, his son, his lover, or he can have a neutral relationship with Him. The point being, that Krishna is the only center. He is the beloved of the soul. When we love Krishna, Who is the root of everything, we automatically love all His parts and parcels - all other living entities. It's like watering a tree. One does not benefit the tree by pouring water on every its every leaf and branch. Water is poured on the root. Then the whole tree is nourished. In the same way all lving entities are benefitted, when one loves and serves Krishna - th4e root of all existence.
Krishna says:
This knowledge is the king of education, the most secret of all secrets. It is the purest knowledge, and because it gives direct perception of the self by realization, it is the perfection of religion. It is everlasting, and it is joyfully performed. (Bg. 9.2)
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