What’s the difference between these two statements.
I’d like you to listen to me.
You must listen to me.
Pretty obvious really, I’m sure you all picked it up. One is a request, the other a command. In the first the choice lies with the questionee, the power dynamic tilted a little in their favour. The second statement attempts to take the power from the questionee and give it all to the questioner. You must… are words used to gaslight people into thinking they have no choice. Keep that nuance in mind, it’ll help guide you through this rambling rant.
Take a few minutes to think about who really has the power in a consumer society. The consumer, right? If a company is crap, if the words customer service is a contradiction in terms, just go elsewhere. Surely a company that sucks will die a quick ignominious death. So, it begs the question, why don’t we feel like we have any power? The answer is simple and complex.
Simple answer is because we don’t act as one to send a united message to those companies and the politicians who enable them.
The complex answer will take a bit longer. Maybe read it over a cuppa.
I rarely watch commercial television. I’ve generally got better things to do with my time than watching fake people pushing fake crap. Working as a dog’s body for an advertising company in my teens and then later merchandising for a decade or so has made me quite cynical of advertisers and media. Particularly wording. The last time I was forced to watch a couple of hours of commercial television, I counted between 9-11 commercials in each break. That’s annoying for most but, just as studying film analysis can kill one’s love of cinema, I can’t watch a commercial without mentally noting every trick of language, each ambiguous promise. As I watched, dissecting each ad with a machine gun checklist from the Liar’s handbook. Every ad has its own agenda and uses one or more of the hundreds of little psychological hooks to catch your attention and make you part with the dollars. No matter how different the product, they all carry two common messages. You need this want. You can have a perfect life.
No friends? Download this app and never meet face to face. Exhausted? Drink this fizzy coffee substitute with growing medical warnings. Depressed? Drink that, take this and do that. Anxious? Rage issues? You’re not yourself without this chocolate sugar hit.
Never has the concept been more succinctly described than in the old graffito, “Consume. Be silent. Die.”
To the multi-millionaires and billionaires hoarding all the money, the perfect world is one where the workers, the poor, basically anyone with less cash, buys their shit, doesn’t complain or ask questions, and dies when enough cash and life has been wrung from them.
Mostly the BUY message is wrapped in palatable veneers, often perfect people in perfect places living the perfect worry free life. I wonder if people can tell the difference between wants and needs anymore? Perhaps the propaganda is working.
When did this brainwashing start? I’m pointing the finger squarely at the 80’s. Here’s my theoretical time line. Not sure if this is causation or correlation, maybe share your thoughts in the comments.
When I was in my preteens and teens, the worst insult you could say to someone was, “You really love yourself.” The nuance was a jab at their arrogance and self-centeredness. Selfishness was abhorrent back in the day. We’d reserve the insult for bullies, narcissists and sociopaths because back in the 70’s, such character flaws were considered just that. Flaws.
They’re still destructive today, but nowadays it’s considered a valuable characteristic. In a world where we are reduced to numbers and empathy is stripped from society, we lose the glue that holds communities together. For example: If you’re a narcissistic sociopath, with the self-absorbed mindset of a spoiled child, who divides and bullies people for material gain, they’ll make you President of the USA. Hell, half the USA will believe God sent you as a saviour.
Concurrently, in the 70’s and early 80’s there was a new understanding of mental health and the need for some self care and so the meaning of the phrase, “Love yourself” became a mental health mantra with a very different meaning. So far, so good. The english language is robust enough that most people understood the differences context made of the words. Then in the mid to late 80’s we had the insightful movie, Wall Street. In a masterclass of irony, Gordon Gekko rants, “Greed is good!” and a new movement began, started by people with no grasp of that irony, where Greed and self engrandment became virtues, compassion, empathy, cooperation and equality were at best weaknesses and at worst sins in the Reformed Church of Mamon. Through the 90’s this new doctrine became reinforced over and over, every advertisement, every governmental policy, every electronic media assaulting our minds was geared towards one thing. Grab what you can and don’t let go. Most people still knew that community, empathy and cooperation were the glue holding together society. I mean, you’d have to have your head up your arse not to see the importance of real relationships, built on mutual respect and understanding. More and more people seemed not to care.
This is the point that Love Yourself gained its current interpretation. Look after number one, because everyone else is selfish. Look after number one and trample anyone in your way. People are commodities. Use them for financial and social benefit. and the big one, No one deserves your help.
This change in definition coincided with World Wide Web’s arrival and the subsequent algorithms that are pitting us all against each other. I believe, in the history of mankind, there has never been such a powerful tool, that’s potential for good has been so corrupted. We have monetized the greatest communications revolution and reduced it to an arena where we fight each other, while the billionaires count their fat profits. The internet has become the temple to our greed as a species, filled with homemade shrines to narcissism, built to garner worshippers and disregard the needs of others.
Is there a cure for this contagious narcissism? Only community, empathy and hope. Without those, what’s really left to live for?