so deeply ingrained is the unconscious northern hemisphere chauvinism in those of us who live there, and even some who don't. 'Unconscious' is exactly right. That is where consciousness-raising comes in. It is for a deeper reason than gimmicky fun that, in Australia and New Zealand, you can buy maps of the world with the South Pole on top. What splendid consciousness-raisers those maps would be, pinned to the walls of our northern hemisphere classrooms. Day after day, the children would be reminded that 'north' is an arbitrary polarity which has no monopoly on 'up'.
— Richard Dawkins
consciousness-raising
