Understanding Individualism vs Collectivism
Making that post about individualism and capitalism yesterday, I got some questions, that showed me the same problem as the person I was talking about had: A lot of people do actually not know what individualism and collectivism mean. So, let me try to explain.
I had kinda hoped that Abigail from Philosophy Tube might have made a video on this, but no such luck. So, I guess I have to try and explain it, even though I mostly know it from sociology, rather from the philosophic origins where it comes from.
Basically, both concepts originate with socialist philosophy in the early 19th century, which correctly identified the early capitalist society as individualist and saw the dangers coming with it. It argued that an individualist society will be harmful on a societal level, because the society at large would always focus on the self, rather than the other. Capitalist philosophy however picked this up was like: “Yeah, awesome, right?” And especially in the 20th century they really started to run with it, realizing that they could use it to make people into better consumers.
Now, individualism does not mean “a sense of self”. This is not connected to it. You will still have a sense of self in a collectivist society and nobody says that you shouldn’t have. Rather it means that the focus of everyone should be on the individual. Both themselves – but also the individual actors in society. It is as such not a surprise that the idea of “Great Man Theory” came up and started to thrive during early capitalism in the 19th century.
So, if individualism does not mean “a sense of self”, what does it mean?
I would argue there are two aspects to it. Once the aforementioned tendency to put the individual above the society and apart from it, but also to create and sell a personal philosophy that people are defined by their differences from others, rather than what they have in common. It tells people that they are all so very different from everyone else, which is a useful political tool for capitalism to fight collective actions such as unions, but also collective action for things like environmental protection. In the same vein it is used to keep people riled up against one another within society, as they focus on their differences, rather than what they have in common.
The most anarchistic professor I had at university put it very well: “If you as a worker talk to a factory worker from Bangladesh, you will find you have a lot in common. In fact you will always have more in common with this other worker rather than any billionaire there is.”
Which brings me to the other aspect that individualism is about: It sells you an individualistic dream. Which is why capitalism focuses so much on those rags to riches stories (that tend to be lies most of the time). “See, this millionaire started out his business in daddy’s garage. So you can also become a billionaire if you have the right idea.” Fellow leftist might know the saying: “You are just one bad day away from homelessness, but you will never be a billionaire.” Which is basically the counter argument to this.
See, capitalism tries to convince you, that “I am the better system, because in me you could become a billionaire,” to sell you not only on your own exploitation, but the exploitation of the masses.
And more than that, capitalism also has realized that it can use individualism to make you a better consumer. I alluded to this a bit further up. But the long and short of it is, that capitalism pushes this idea of “you are, what you consume”. Your individuality is defined by the things you spent money on. Maybe by you having the most expensive things, but also by you having maybe the weirdest things or something. You know, the “not like the other girls” girl will probably spend as much, if not more on the things that make her special, as “the other girls”.
This also goes into the whole idea of greenwashing, pinkwashing and rainbow capitalism. All this is about getting you to consume something to gain some sort of individual aspect from it. Basically, through buying the “green” stuff, you are a better consumer.
Ironically this also goes into the entire anti-shipping discourse, which basically also says that your goodness as a person is defined by the things you consume.
Capitalism is selling you your identity. Your individual identity.
But sadly this is an idea very, very deeply engrained into the heads of most who have grown up in capitalism. Because it is everywhere in media. Sure, there is some media that calls it out, but most of it actually peddles the idea of the individual.
Because this is the second aspect at the core of individualism: The myths that only individuals can change something, rather than a collective. Which is what I call out so often when I am talking about the entire punk-genre stuff.
Even though it is less punk, let me take Star Wars as an example, because it is an amazing example of this. Especially the original trilogy, in which the Rebellion battles the Empire. However, the evil Empire is not defeated because the Rebellion manages to somehow outwit or outmaneuvre the Empire. Or because maybe the collective of the workers in the Empire turn against it. Rather it gets defeated because Luke, the individual, turns Darth Vater, an individual, and defeats the Emperor, the individual. Which goes back to this idea of the “great man”. It is those unique individuals who will save the world, rather than collective action.
This idea of some individuals being the ones to save the world, rather than we – the people – as a group and ourselves, is used to keep the people pacified under capitalism. They are waiting for “a good billionaire” to solve climate change, homelessness and all the other problems for us, rather than getting active themselves. They keep telling themselves: “Hey, under capitalism everyone can be a billionaire, including myself, and also my life isn’t that bad right now. So who cares that under socialism/communism everyone could be lifted up?”
Look, folks. I am saying this lovingly. But you are not as much of an individual as you think. You are your own person, but you are not unique. In fact, if you talk to a random person on the street – no matter who they are – and you and them are not instantly judging each other for one reason or another, you will find that you have a lot more in common than you think. Capitalist individualism just taught you to not see this, because your empathy can be its undoing.
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