If you're a fan of Ready to Share, check out this video about its parent project at the Lear Center, Creativity, Commerce & Culture. Launched in 2001, CCC embraces artful combinations of scholarship, artistic work and performance as it explores the creative, legal and ethical issues facing authors, artists and creators of all types in the age of entertainment and digital revolution. The CCC

Andrew White

Andrew White is a newly-graduated Masters Student in Critical Studies in the USC School of Cinematic Arts and an intern for the Lear Center's BrandSpace project.

The word hovers above the hills, staring down at microscopic figures trudging through the whimsical valley below. The letters evoke a sense of wonder, their message almost ethereal and their meaning entirely intangible. People flock from all corners of the globe to get a glimpse of this sign--positioning themselves in a number of different poses to best capture the essence of the thing. The sign does not depict a religious figure, nor does it represent a historical event. How can a single word attract so much attention? And why does it stir such fanatical fervor?