Issue.13 - Aûsub
An uknown word for a known feeling.
13. Pandora’s Box
A Fresh Digest on my latest discoveries and some other things.
I decided to push Pandora’s Box to the top of every issue in order to make the reading a little more interesting!
In the Lenses of Thi
It’s been almost 2 months since OpenAI released an API for Chat-GPT and ever since, one of the most interesting projects that caught my attention was Auto-GPT, An experimental open-source attempt to make GPT-4 fully autonomous.
The idea behind it is to turn Chat-GPT into a full-time assistant who doesn’t necessarily wait on instructions or commands in order to achieve its goals. Sounds crazy, right?
I’m no programming expert but I was able to deploy it and experiment with the idea of making an AI assistant that could not only build but also deploy Front-end infrastructures. It works in a fairly simple way when you first create it, you set a goal and then you let it run until the written goal is achieved.
For every step, it asks for your authorization but you can set it to run continuously, which is not recommended by the creators of this repository, considering it can be potentially dangerous and can cause the AI to run forever or carry out actions you would not usually authorize.
The video above is a quick preview of how it works.
Check out the GitHub repository here:
Welcome to Issue.13, reader!
You already are quite familiar with this topic but you don’t yet know.
Because Aûsub is all around us.
If we were to put all the scientists of the world in the same room and ask them to figure out what Aûsub is…
They would forever walk in circles and run in utmost and perfect stillness.
Because there is no single meaning behind Aûsub. It is not a science.
In the same way that Aûsub is not represented by just a single word.
In the exact same way that Aûsub is the verb variation of the noun Aûsu
I, personally, would say that Aûsu is a bridge as much as it is timeproof.
Whereas someone once said: “What you call Aûsu was invented by guys like me, to sell nylons” - that was a line from Don Draper, in the TV series Mad Men.
But many, many years before that…
Someone first said: “Aûsu has an intermediate nature, a bridge that connects the physical world of men to the abstract and perfect world of the gods. It is a force that brings balance to the universe and prevents these two dimensions from separating.” - that was what Diotima of Mantinea said to Socrates in Symposium
Fast forward to the present, a brand once said: “I would like to buy the world a home and furnish it with Aûsu” - That was Coca-Cola in one of the most iconic commercials ever made.
By now, and if you watched the video above, you already know what I have been talking about all along.
Aûsu is the word Love in Brazil’s native language Tupi.
Below is the definition from my Tupi dictionary.
Aûsub (verb) or Aûsu (noun) - To love, to esteem, to care for, to have friendship for. “Asaûsu kunhã-karaíba” - I love a white woman, “Asaûsub Tupã” - I love god, “A’e byter nde raûsupa” - I still love you.
Do you see what I did?
I approached a very popular topic with a brand new word because if I were to use the word “Love”, you would either skip this edition or read it with a preconception behind its meaning.
We already talked about how the words we write and use are extremely important in Issue.8 - Copywriting for Crisis.
And I did that because the true meaning behind words tends to get lost in translation or even used by companies to sell… products.
Nevertheless, I will use the term love below this mark for clarity.
I haven’t retired the word love, but I found a new alternative rid of preconceptions about it because love can be many different things, not necessarily a bottle of Coke or a McDonald’s slogan.
In fact, the concept behind love is so ancestral and powerful that it is the narrative tool behind some of the greatest literature romances in history.
Precisely because of that, every type of creative professional needs to understand how to handle it in order to craft inspiring designs and messages.
Let’s investigate it further.
13.2 The Blancheflor
And the birth of romantic love.
Do you feel this jet lag?
Welcome back to the medieval era, reader. Precisely in the Celtic reality of the Indo-European people of the 12th Century!
This is where the medieval chivalric legend and romance of Tristan and Isolde was first told and written.
This is the same period when the Arthurian legends took place (King Arthur and The Knights of the Round Table)
Once upon a time…
A beautiful princess from a foreign land, Blancheflor, wife of Rivalen, a knight of the Round Table, learns that her husband has been killed in battle and bathed in profound sadness, dies in childbirth.
The orphaned babe is named "Tristan" (From the Latin - tristis, "sad") because of the sorrowful circumstances of his birth. Tristan is later adopted in life and trained in chivalry duty by his uncle, the King Mark of Cornwall.
Some years later, as a young man, when Tristan was already known as a brave and skilled fighter, he is tasked by his uncle to go to Ireland and find Isolde, the King’s promised bride.
Tristan not only knew about the importance of such duty but also knew it represented a very hard journey for which he would be forever remembered.
But Tristan could never expect to fall in love with Isolde, Tristan would never expect to be struck into his core with a feeling that would make him question his intrinsic chivalrous beliefs.
Isolde’s marriage with King Mark was a political move taken by her mother in order to establish a peaceful alliance between the two kingdoms. Isolde’s mother needed to ensure that she would fall in love with the king and because of that, gave her a love potion that she was only supposed to drink upon arrival into her new kingdom.
“For your voyage, I gift you this health potion, my daughter. You should drink it before meeting the King so that it uplifts your spirit and restore your body with the energy of a true empress.”
Little did Isolde know that both she and Tristan would get hurt in the middle of the said journey and that they would both end up drinking the love potion because they thought it was a healing potion. Making them forever inseparable until the very end of their lives.
This accidental consumption of the love potion is what sets the stage for the tragic and complicated love affair between Tristan and Isolde that is at the heart of this antique legend.
I only scratched the surface of this tale but this is an important story because believe it or not, Tristan and Isolde’s legend had a lasting impact on the Western culture. Our culture. Up until this day, the concept of love carries an aesthetic of romance that was born into this exact literature. Why?
It set the standard for the concept of “Romantic love”, an intense emotional and sometimes irrational attachment between two people that is characterized by feelings of affection, desire, and passion. It is often described as a "head-over-heels" type of love that can be all-consuming and deeply fulfilling.
The lovers were bound by an oath of loyalty to King Mark of Cornwall, who was also Tristan's uncle and benefactor. Tristan and Isolde's love was therefore considered to be a betrayal of King Mark's trust and a violation of their sworn duty.
In a period where marriages mostly happened for political and economic reasons, Tristan and Isolde were one of the first examples of lovers that knew no rational or logical boundaries, making society question how powerful, magic and even sacred love can truly be.
It is one of the earliest and most enduring examples of a tragic love story in Western literature. The tale of two lovers who are prevented from being together due to societal and political constraints has resonated with readers throughout the ages and has influenced countless works of literature, music, and art.
The story also reflects the cultural and political values of medieval Europe, which was characterized by a feudal social structure, chivalry, and courtly love (which came before romantic love). These values and ideals continue to fascinate modern audiences, who are often drawn to the romanticized and idealized portrayal of medieval life.
13.3 The Philosophy of Love
To love or not to love?
At this point, we noticed that investigating the concept of love can unravel many different perspectives, whether it is cultural, historical, spiritual, or even… commercial.
Love, nevertheless, is an idea that has been investigated by the great minds of society for many many decades, in fact, at a given moment in our history, some of the greatest thinkers of ancient Greece decided to gather at a dinner party just to discuss… the meaning of love.
I’m not kidding, this particular day not only happened but was also turned into a book, written by Plato, called “The Symposium”, every person present in that unbelievable encounter was invited to deliver a speech of appreciation for the idea of love. Some people say that it is a work of fiction but regardless, it is worth the read because the ideas discussed are timeless.
The characters who appear in the dialogue include:
Phaedrus, a politician, and writer
Pausanias, a legal expert
Eryximachus, a doctor
Aristophanes, a playwright
Agathon, a tragedian
Diotima of Mantinea, a prophetess
Socrates, a philosopher
Alcibiades, a statesman and general
Below is a summary of what each of them said about love:
Love is the oldest and most important god, and it is the source of courage and honor. He argues that love is most powerful when it is between a mentor and an apprentice as it inspires the apprentice to become his best self.
Love can be either good or bad, depending on whether it is a healthy and respectful relationship or an unhealthy and exploitative one. He argues that the best kind of love is between two equals, where both parties respect each other's dignity and character.
Love is a force that governs all things in the universe, from the smallest atoms to the largest celestial bodies. He argues that love can bring balance and harmony to all aspects of life, from health to politics to music.
In the past, human beings were not divided into separate sexes, but rather were a unified androgyne. Zeus split them in half as a punishment, and now each half is always seeking its missing other half. Love is the desire to be reunited with one's other half, and this is the origin of human desire and longing.
Love is the most beautiful and perfect thing in existence, and it is the source of all beauty and goodness in the world. He argues that love is gentle, generous, and kind and that it inspires people to be their best selves.
The book reaches its most inspiring pages after Socrates starts his discourse because he shares what Diotima of Mantinea taught him about the topic.
Diotima of Mantinea
Diotima explains that love is not a god, but a spirit that is neither immortal nor mortal. Love is not beautiful, but rather it desires beauty. Diotima suggests that the ultimate goal of love is the realization of the Form of Beauty.
Diotima explains that love begins with the desire for physical beauty but then progresses to a desire for spiritual beauty. This desire leads to the appreciation of all forms of beauty, including the beauty of laws and institutions, the beauty of knowledge, and the beauty of morality. Ultimately, the lover will recognize that all beauty is related, and will come to appreciate the beauty of the Form of Beauty itself.
Diotima also explains that love is a process of giving birth in beauty. This means that the lover seeks to create something beautiful, either through procreation or through the creation of works of art or other beautiful objects. By doing so, the lover participates in the divine, creative process.
Overall, Diotima's speech on love emphasizes the importance of beauty and its role in leading people toward higher truths and experiences.
Love is the pursuit of wisdom and beauty, and it is a process of spiritual growth and transformation. He argues that love is not just about physical desire or emotional attachment, but rather it is a way of transcending one's individual self and achieving a connection with the divine.
Then, without anyone expecting, Alcibiades, an iconic Athenian who was once saved by Socrates in the Battle of Potidaea in 432 BCE bursts into the party drunk and wreathed in garlands, and proceeds to give his own speech.
Love is a powerful and dangerous force that can lead to both great joy and great pain. He tells the story of his own unrequited love for Socrates, which caused him great anguish and longing. He argues that true love requires honesty and vulnerability, and that it can lead to a deeper understanding of oneself and others.”
13.4 The Greek Dictionary of Love
And the meaning behind different words.
As I said in the beginning, there are many different words used to represent love, being Aûsub a brand new one for your dictionary, give your own meaning to it, but attention, because it is not a noun, it is a verb!
To wrap up this issue, below are some ancient words for the concept we have been talking about.
Agape is a selfless and unconditional love, often associated with divine love and charity. It is a pure, spiritual, and altruistic type of love that is not based on personal gain or desire. It is often described as a self-giving love, characterized by compassion and forgiveness, and is considered to be the highest form of love in Christianity.
Eros is a romantic and erotic love, often focused on physical attraction and desire. It is a passionate and intense form of love, characterized by intense longing, infatuation, and sexual attraction. It is often associated with the goddess Aphrodite and was considered to be a powerful force that could inspire creativity and spiritual growth.
Philia is a platonic love or affection between friends, often based on shared experiences or values. It is a deep and enduring love that is characterized by loyalty, mutual trust, and companionship. It is often described as a type of love that is based on shared virtues, and is considered to be an important aspect of human relationships and social harmony.
Storge is a familial love, such as the bond between parents and children or siblings. It is a natural and unconditional type of love that is characterized by familiarity, trust, and emotional closeness. It is often associated with a sense of security and belonging, and is considered to be an important aspect of family life.
Ludus is a playful and flirtatious love, often associated with young lovers. It is a type of love that is characterized by playfulness, teasing, and a sense of fun. It is often seen as a precursor to more serious forms of love, and is considered to be an important aspect of the early stages of a romantic relationship.
Pragma is a long-standing love or committed love, based on shared goals and mutual respect. It is a type of love that is characterized by commitment, stability, and practicality. It is often associated with mature relationships, and is considered to be an important aspect of long-term partnerships and marriages.
13.5 The Knights of the Round Table
With all of this talk about Celtic culture, it only feels right to feature my two boys in this issue, precisely because they are named after King Arthur and Merlin, the wizard! Don’t be mistaken by their feline and tranquil look though, they tend to cause a mess and give me headaches lol.
I noticed that the user experience of unsubscribing can be a little confusing here on Substack. I do want to share my ideas, but I don’t really want to be a bother if you don’t like the content. Below are some instructions on how to unsubscribe from the newsletter.
About the Author
Made in 1996. Born & Raised Brazillian. Bachelor’s Degree in Advertising and Communication. Adept to autodidactism. Curious Soul. Published Author. Founder of Sentient.
That’s me in a nutshell but you can learn more about Agency and myself on the About page!