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Lethbridge Herald, The (Newspaper) - April 28, 1973, Lethbridge, Alberta 4 THE LETHMIDGf HERALD Solurday, April 28, 19 3 Electoral victory and its aftermath Hire a student The success of Hire a Student month depends on the co-operation of two groups the students and the employers. One must register for work and the other phone in his job vacancies. Slated for May with the giant kick- off set for Tuesday morning, hire a Siudent Month, backed by the mayor and council, has the support of most of the city's employers. They have long appreciated the screening and matching that goes into every appli- cation for uork registered at the of- fice of Canada Manpower for stu- dents. Jim Kanashiro, director, reports that of students registered at his office last summer 1947 were placed in jobs, an increase of 30 per cent over 1371. A 10 per cent increase is envisaged for this year. The innumerable advantages of hiring through Student Manpower are obvious. They include the elimination of time consuming student queues at an employer's office door plus the confidence an employer has in a stu- dent sent to him by Manpower. He knows the applicant has been hand- picked, screened and counselled and has capabilities geared to the em- ployer's specific needs. The new Student Manpower office set up at 424 7th Street, South, has five counsellors to screen and match applicants. Files are not kept from year to year so students who regis- tered last year will be required to re-register- Branch offices set up last year in Pincher Qreek, Coaldale, Clares- holm, Picture Butte, Fort Macleod Cardston, Milk River and Taber are expected (with the addition of one in the 'Pass) to be re-opened around June 1st. A typical morning this past week (before the Hire a Student month got underway) saw 15-20 jobs available through the local office. This is a good indication of the support local employers are giving this service. The summer student job outlook looks good, according to Mr. Kana- shiro With numerous big construc- tion jobs about to get underway it appears a productive summer is in store for both students and industry. Toll reduction welcome The intention of the Alberta Gov- ernment Telephones to extend the toll-free area around each exchange is both welcome and overdue. Customers of AGT have been per- plexed for some time over the toll rates. The current directory reports, for instance, that it costs to dial direct from Lethbndge to Sparwood, a distance of about 110 miles, and SI from Lethbridge to Spokane about 400 miles From Lethbridge to Coutts, in the same code area, is 55 cents. From Lethbridge to Sweetgrass, Montana, only 100 yards farther away but in a different code area is 45 cents From Lethbridge to Great Falls the cost is 80 cents, to Edmonton 30. The person to person rate from Leth- bndge to Pincher Creek is 95 cents, to Shelby 95 cents. A study of tTe published rates leads to the conclusion that AGT charges are comparatively high. Anything to reduce the co ts, particularly in local trading areas, is much in order. Using children to sett Children are becoming the unwary pawns of industry right in their own homes. Today's 8-year-olds who watch TV for only a moderate amount of time will see more than commer- cials this year. They will sit before the tube more hours than under their elementary school teacher. Each week 220 minutes of pure commer- cials work at shaping their behavior. The Council of Children, Media and Merchandising studying the impact of TV commercials on children has concluded that the techniques of creating ads with a predictable effect on youngsters is a secret closely guarded by motivational researchers employed by American business. These researchers get their know- ledge from children by monitoring their reactions to given commercials and products. They use children in laboratory situations to formulate, analyze, polish and compare ads designed to turn other children into salesmen in their own homes. The job of enticing children for motivational research itself big business falls to child recruiters. They keep thousands of names on file and can turn up likely subjects of varied tastes, inclinations and jackgrounds, usually at the twist of a telephone dial. Once the "right" children are located and brought to- gether, the researchers proceed to ex- Weekend Meditation tract data from them that important- ly affects the broadcast commercials viewed by millions of impressionable youngsters. One-way mirrors, hidden tape recorders and unobtrusive deo- recorders are used to note every motion, phrase and indication of a child's response. Although the use of children in mo- tivational research is on the rise, it has received little public discussion because manufacturers, researchers, advertising agencies and broadcast- ers are so determinedly close- mouthed that information is hard to obtain. Such firms as General Mills, for instance, simply brush off all en- quiries. As any haggard mother knows, television commercials aimed at chil- dren not only work they work ex- ceedingly well. When Junior insists he wants puff-balls for breakfast the ones that go "zoom" instead of those that go "crackle" you can be sure his decision has been influenced by clever TV advertising geared to win- ning a customer. Motivational research is unques- tionably a proper tool of private en- terprise but when it is used to mani- pulate the consumer behavior of chil- dren, and firms selling the products keep their findings under wraps, it would appear there is exploitation violating elementary business rules. The cry for help Every man stands at times in support. The famous Dr. Paul Tournier re- ntes that ons day he met the pastor of bis local church and said to him, "You never come to visit The pastor re- jUed that Tournier did not need him. "I go and see the lost sheep" "And am I not one of the lost enquired the great physician. The point he was making "is that every man is a lost sheep and should not be misted by the brave face people pit on for the public. Every man has a hard battle to fight and it is a good motto to try to be a liMJe Kinder than is necessary. Archer Wallace tells of an institution for invalid soldiers in England who are suffering from nervous diswders brought on by craobat. From the outside these men look normal and even healthy, so the institution is known as "The Home far the Invisibly Wounded great multitude couJd qualify for entry to Jiat borne Winston once reccned i letter call'ng him a murderer, ccmjrd, liar. In reply Churchill wrote, "I am cry sor-y receive your letter with Ihe :vjdcncc :i gnes of your distress of mind. The fact mat >ou do me the greatest in- Justice docs net deprive you of my sym- Since you have obviously suffered so much If only there were more wrth the snsdom of Churchill' The suffering through vhnch oeople s quite amazing Somrtuncs it is doubt, sometimes it is a famjJy gnef, is a betrayal by a trusted friend, some- times it is loss of faith in oneself. Then there are these sensitive souls, born with OIK skin too few, who feel a fearful sym- pathy with the agony of the tured prisoners, famine-stricken countries, airplane disasters, and war victims. Countless millions are hungry for love, for truth, for beauty, for joy. Do you not bear Urar cry? There is nothing shameful about it, since the Master Himself cried out in Gethsemane, "My God, if it be possible, let this cup pass from But it is shameful not to hear that cry. To be deliberately deaf and bland in an agonized world is a shameful thing in- deed. Then the question is, what do you say to them if you do see and hear? Paul Tournier says a magnificent thing: "The more I study people and myself the owe do I put my faith in God Such a could only be made KV a groat snd a mind of high intcEi- pcnrc. a who fficls an empathy the -world 3 has a trapc stira of livinc, bec.au.ic of the he feels for those about ham Calloused and self-centred peo- ple not haw the capacity for such a discovery Nor do they themselves discover peace anl strength for their tone of need. As WhittjcT said, "Where pity dwells, the peace of God is there PRAYER Help me, 0 God, to tale aaav ioroc little part of the pain of the By Dr. I. J. Adcl-Cilouickouski, department of economics, University of Lethbridge After an extremely bitter electoral campaign that went on for several months toe French people last March gave its verdict in favor of the gov- erning majority. Until the last moment the chances of both camps, the Marxist opposition and the presidential major- ity were equally uncertain. The government snatched victory from the jaws of defeat. They won a bare majority of some of the popular vote. Their overwhelming majority in the previous Parliament was reduced by almost 100 seats; from 372 to 275 in the National Assembly of 488 members. Within the governmental ma- jority it was the UDR the official Gaullist party that suffered the heaviest losses. The other small formations managed to hold their ground. The left'st opposition scored considerable gams; both the Communists and the Socialists more than doubled their parlia- mentary representation, win- ning 177 seats. This gain, albeit impressive, did not suffice to secure for the Common Front a majority required to form the government. Thus, despite a marked reduction of Gaullist strength, there was little jubi- lation in the opposition camp, for after all, the composition of the newly elected National As- sembly resembles closely the political configuration. It was the social upheaval of 1S68 which so frightened the middle class that it voted en masse for law and order, and gave the Gaullists a resound- ing victory. With the death of the monumental personality of General de Gaulle, French voters returned to their tradi- tional conservative and radical orientations, that for over a century divided France into two fairly equal rightist and leftist camps. The efforts of a centre group called Reforma- teurs, led bv the former pres- idential candidate Senator Le- canuet, did not make vis- ible dent in the alignment of political forces. They only suc- ceeded in winning some 30 seats, enough to form a sep- arate group in the National As- sembly, but not enough to play the role of an umpire. It would be wrong however, to presume that not much will change in France because of the last election. The desire for change seemed unmistakably clear; the electorate wanted a change in style as well as a shift of emphasis in policy, but they rejected a radical change. This message has not been lost upon the politicians. A few days after the election, the bril- liant minister of finance and "Forget it, But the principle lingers on By Maurice Western, Herald Ottawa commentator OTTAWA In toe conditions of the modern subsidy state, the relationship of political parties to principles becomes more and more elusive. What remains re- markably constant is the sensi- tivity of politicians to any sug- gestion that principles are nego- tiable or may, in any instance, be abandoned. The point was very well illus- trated when Marc Lalonde ap- peared on television to defend the government's new scheme of family allowances and social security. Here, beyond ques- tion, there has been a radical change, for the Lalonde pro- posals cannot possibly be re- garded as Family Income Sup- plement Plan (FISP) with minor modifications. It was the position of the gov- ernment, in its majority years, that we should move away from programs conferring universal benefits with resultant waste. The new approach was to be specific, directed to particular targets of need. Thus, in the case of family allowances, re- sources were to be concentrated with large payments going to low income parents No longer would cheques go out to those who did not need them and no longer would childless families be taxed on the scale necessary to provide benefits for those in the higher brackets who had dependents. Now, after a few months of minority government, demo- grants are back in favor with payments to be tripled. Mr. La- londe, not surprisingly, found himself confronted with the ob- jection that old principles had been traded for new, plus the support of David Lewis. The minister had ex- planations. "All these he said, "are not so much prin- ciples as application of tech- niques to remedy the problem of and the distribution of income in this country." This is fascinating. When official im h ire. my Padty in tew? fit jrt to feff rfw't ftwt language is employed with suf- ficient skill, thare is no problem with principles. Like old sol- diers, they merely fade away. Mr. Lalonde was pressed to say that the new policy paper is a "reflection of Liberal philoso- phy, as it has always been." He replied, very carefully, that it is "definitely the expression of the present government's philoso- phy on social security." This seems to mean that the surviv- ing Liberal government should not be confused with past Lib- eral governments, a risk that may be minimal, all things con- sidered. In accepting the new, citizens also be encouraged to accept a new terminology. Some words give people hang- ups; agreeable alternatives are accordingly developed by offi- cials, fastidious in these mat- ters. The term, "baby is a case in point. For more than a quarter of a century it has been common currency in this country but we shall have to part with it because it gives Mr. Lalonde the as he advised ernng reporters on the weekend. Well disposed citi- zens will refer in future to fam- ily income supplements. The obvious weakness of the other expression, mentioned by the minister, is that a 17-year- old is a fairly aging baby. But there are probably deeper rea- sons counselling change. Gov- ernment being at the summit of everything, must be concerned its image. This is the age of bonuses. We tuueci tirem at gas stations and aTceive them through the mail. It should not be thought that government, ex- cept for tax purposes, is in the retail business or thinks in crass, commercial terms. If such opinions gained ground, the of national reve- nue would probably be expected to encourage early filings with offers of free tableware wh eh not had lo do, up to this Mr Lalonde has another e..- planation for the government's change of heart or conversion to new applications of tech- nique. While the latest propos- als, as he concedes, are more costJy than the oM, the circurn- s'aflces also altered In approving FISP and rejecting universality, the government acted "at a Qffle when nm bad tax reform being introduced and at a tune when you had a very large reform, a very sub- stantial reform of unemploy- ment insurance, which implied also substantial expenditures of funds Unquestionably, the demo- grant system has one advan- it avoids the adminis- trative nuisance involved in in- come declarations. As Mr. La- londe said: "It is much simpler administratively to do it on that basis and recover through the taxation system." But the fact is, of course, that the government made light of administrative difficulties when it was defending FISP. The ar- gument then relied upon had been a favorite of the prime minister even before he achieved the Liberal leadership. As he said about the guaran- teed income now largely being implemented, "If it would sim- plify some bureaucratic prob- lems, it's good but I would hate to have people believe that it is a solution for the pockets of poverty which are plaguing us now." There are some distinctions to be made. Mr. Trudeau was thinking in simpler terms on income tax returns; the guar- anteed income is turning out to be a more complicated affair. Also, there was no question, at the time, in his mind of helping people not in need. But plainly, he was not much moved by the argument of administrative simplicity which seems so strong to Mr. Lalonde. Nor was the pre election government when it stood before the coun- try as the proud author of FISP. So everything has changed but the government, miracu- lously, remains steadfast in its principles. leader of the Influential In- dependent Republicans, Mon- sieur Giscard d'Estaing, de clared himself in favor of a re newal of methods, as well as o men, in order to adapt politi- cal actions to the needs of a changing society. He pleadec for the opening of a dialogui with other political parties, am also recommended a perma- nent "concertation" between various parliamentary forma- tions. To bridge the gulf which divided a powerful majority from a sullen and impotent op- position, Monsieur Giscar d'Estaing called for the rec ognition of the rights of the op- position and suggested tha vice chairmanships of parlia- mentary committees be re served for the opposition. Thii proposal constitutes a signifi- cant departure from the con- ventional rules of the Fifth Re public. A similar conciliatory spirit was noticeable in the message President Pompidou addressee two weeks ago to the Nationa Assembly. Implicitly acknowl- edging a measure of truth in the critique of the opposition parties, which objected vehe- mently to the preponderance o executive over legislative pow- er, the president proposed the term of his own office be short- -ened from seven to five years. This surprising initiative has r-'n well taken by the public All political parties in France, except for a few stal- warts like former Defence Min- ister Monsieur Debre, admit freely there is an urgent need to strengthen Parliament's au- thority. During the presidency of General de Gaulle, and in- creasingly since the election oi President Pompidou, the Na- tional Assembly has been los- ing its powers and becoming more subservient to the execu- tive, particularly the president. Now it is time to return to parliament effective power of controlling and debating na- tional policies. The resignation of Monsieur Debre; came in the wake of students' protest against the cancellation of deferment of military ser- vice, and the election of Edgar Faure to the presidency of the National Assembly, indicate the of a new era of aggiornamento." While this apparent thaw Is spreading throughout the po- litical field, significant mea- sures are being prepared in the domain of social policies. The unrelenting economic expan- sion pursued over the last five years, which will probably make France the fourth largest economic power in the world, by-passed certain regions and certain groups of the popula- tion For various reasons these sections of French society were not able to partake in the race to high investment and a high consumption society. France has suddenly realized that there is a lot of poverty in the midst of apparent affluence, and that the economic growth, however impressive, is not going to abol- ish deprivation of the old, the disabled and the unemployable. There is a sort of national consensus on the social strat- egy: reduction of social and economic inequalities, earlier retirement plans for wage and salary earners, improvement of working conditions, elimina- tion of assembly line drudgery and better care for the quality of life. For the time being there Is no question of slowing down the pace of economic expansion; rather, it is a case of harness- ing it for the benefit of human multitudes. Right now it ap- pears that a minimum monthly wage of one thousand francs (about has been accepted as a realistic objective. Other measures designed to rectify income distribution, which is less equal in France than in most industrialized countries, are being envisaged. At the same time a program of admin- istrative reforms is underway, intended to render the state less aloof from the citizens and more alive and responsive to the new aspirations of the peo- ple, especially in the provinces and in the professions. The era of passive subnris- siveness of the French citizen- ry is irrevocably over. They de- mand more control over the ad- ministrative apparatus, over its costs and over the quality of public services. There is lit- Ue doubt that set it The Lcthbridgc Herald SM 70i SL S., Alberta LETHBRIDGE 00. LTD, Proprietors and Poblisbm Published by Hon. W. A. BUCHANAN Second dm Man Registration Ma The CansSiwi Prm wia CtnMim Oalfr Hewwwir WWtthery AjreocWKon wifl Awtffl Buresv ai CJ.EO W MOWERS, emar Ptftltttitr THOMAS H. ADAMS, Mwwtw ocm wauAv HAY Mmtglng ROYf WILES BWWUtt K. IMng Mftaiw Pcgt WJIor THE HHUID WVB THE ;