(plural), a cognate of ethics; an umbrella term — slightly pejorative at the time of inception (ethi police etc) — for the grassroots “watch and campaign” groups that proved pivotal in the late modernity transformations; with disparate but largely compatible goals and approaches, they came to the forefront when many kinds of societal deformities were on the wane but new ones — out of reach of the slow-evolving societal antibodies — emerged or were being recognized. Without any formal authority, ethi act by informing and awareness building; at first dogmatic, sensationalist, scare-driven, ethi groups competed for the attention of increasingly knowledgeable audiences so evolved towards neutrality and verifiability. Now, the remaining self-describing ethi are low-profile, largely memorial groups (or it might not be ethi campaigns that disappeared but “the idea of campaigning as such”); to Fadeout thinkers, the decline of recognizable ethi battles is a sign of societys advancing lethargy — though, according to others, ethi worldview has simply saturated the society: what used to be a rowdy public tussle now reemerges inside evolving individual consciousnesses.

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