Ivan Petrovich Pavlov was a Russian physiologist who during the 1890s was looking at salivation in dogs in response to being fed when he noticed that his dogs would begin to salivate whenever he entered the room, even when he was not bringing them food.

As we celebrate the birthday of this behavior modification researcher, known for classical conditioning let us take a look at some of the recent actions which have occurred most recently in media manipulation. Pavlov was known for saying -Don't become a mere recorder of facts but try to penetrate the mystery of their origin.

Massive extinctions have taken place for millions of years, so long ago that life had time to start again from zero, leaving behind creatures that were lost forever in the transformations suffered by a young, inexpert and changing.

We are the most efficient agent of a phenomenon which is as old as life itself: the extinction of species. But we are becoming so efficient in our role as destroyers that, as we begin to understand the interdependent mechanisms of life on earth, we are realizing that perhaps our own activities could end up leading our species along the road to extinction.