The author discusses aspects of how time appears and is used by the individual and by society. In focus is what the author calls the ideological time scale as it appears in Western society. The concept of the ideological time scale implies systems of strong, ideological signals transferred through time in the human mind from one generation to another. One such signal is the age-old concept of the hero and the symbolism projected around this concept. The paper ends with an admonition to scholars to be aware of and study the kinds of messages transferred through time by this signal system. These messages carry important information about the ways in which society directs itself in the time continuum. © 1997 Plenum Publishing Corporation.