Backwards Blog
Core Values in Western Capitalist Discourse Part 1/5
Individualism and the Hero Narrative/ Why Heroes Are Lonely And Not Very Nice
Let me dive right into the guts of the loneliness pandemic. We are not lonely by accident. There is a whole system of values that culminate in our isolation, at least, in western capitalist culture. These values are not just isolated ideas, either. They function as part of a system of meaning. They also do not stand alone; each value reinforces and reshapes the others, coalescing into what we recognize as good, beneficial, and healthy. And by extension, they also define what is bad, harmful, or undesirable.
Understanding this framework is crucial, not just for critiquing economic and political systems, but for recognizing how deeply these values structure the way we think about success, well-being, and even personal relationships. If you’re listening from outside this system, you’ll still find this relevant—it’s a blueprint for what Western culture holds dear. And wether you are within or without of this system, you may notice something interesting: these values have very little to do with solving loneliness or fostering real connection. Spoiler alert—that’s exactly what this podcast is here to expose.
In these next posts I am going to be laying some groundwork. Looking at what western cultures values actually are will act as a measuring stick for analyses to come. In order to see the overlap between the dominant values in our culture and the values in so-called “alternative” discourses (like self help and western spiritualism), we have to examine what our cultures core values are. This list is not exhaustive – though perhaps exhausting – but it will introduce the really central values.
• Individualism, and the hero narrative that supports it.
• Control, as both an aspiration and obligtion.
• Cognitive Primacy- that is, the idea that our thoughts come first, and our emotions come only as a result of our thoughts.
For each of these we will be taking a look at:
1. what it is
2. why it has appeal or some kind of payoff, and finally,
3. The shadow side of those values – particularly in relation to loneliness and connection.
Individualism - A Cornerstone of Western Values
Individualism is one of the cornerstones of Western capitalist culture. At its core, the individual—me, I, myself—is the most important unit. We don’t call things iPhone, an iPad, or ‘me-time’ for nothing. These phrases reflect what we hold dear.
Inherent in the cult of the individual is the belief that success, happiness, and even responsibility are all about what I do—not about the people around me or the society I live in, me. Ideally, I am in charge of my world (or will at least feel like I am), am self-sufficient, and responsible for only my own choices and my own life. Unless, of course, I have kids, a dog, or a houseplant—tiny burdens that somehow still fall under my sacred independence. More on that later.
Take a look at any popular blockbuster with the usual, has-been-done-a-million-times-but-still-sells hero narrative. It is NEVER a surprise anymore, but we love it when the lone individual takes down the villain, saves the day, gets to have sex with something, and ultimately conquers all. In fact, the “others” in such films are there to facilitate this hero—like hero-accessories, whose sad, pointless lives can become important for just a minute when they get to assist this usually-solist in their hour of need … hold the door… It is even an honour and a sort of mini-purpose to have been able to die for the big, meaningful guy.
Superhero movies, adventure stories, or even classic westerns—the focus is always on the individual: their power, their struggle, their growth. Big changes get done by Heros. Meaning, the individual is the unit of change. In the real world, this value is transferred to everyday life by consumerism. Marketing encourages us to ‘stand out,’ ‘be unique,’ and to always be striving for personal success. It creates these sort of mini heroic journeys we can apply to ourselves. Adverts often show the main, central character doing, wearing, or eating some thing, to the envy of all the non-important characters. The supporting cast, the human wallpaper, the ones who exist purely to admire or envy.
We, as viewers, are meant to relate immediately to The One who is being envied or admired. And although the human wallpaper doing all that admiring is kinda unimportant, the fact of their unimportance in these scenes is a theme we will return to. Wallpapering of the other is a step further than mere “othering,” but I don’t want to get ahead of myself.
The Benefits of Individualism
For now, lets return to the idea of ME as the hero in MY own life. It does have it’s appeal, doesn’t it? I mean, who wants to feel like their existence is merely a pointless, unseen addition to a faceless and indifferent system? It is assuring to believe that my life might be for something; that I might have been put on this earth to fullfil some purpose; that I matter, and that my actions, which I can chose from endless possibilities, will cause things to change in ways that will benefit me. Also, if no one is showing much support for my way of doing things, thinking I can make it work by myself, is quite comforting. Not letting others stand in my way, or distract me with their needs, maybe it’s even better like that?
How many of you hear people say “I am a lone wolf”? This is a dead giveaway that they have internalised the lone hero ideal. So, like RUN if you meet them in a dating scenario. Such people are often convinced that they can get by without the help of others - who might protest, or be busy, or be generally annoying to hang with. If you are dating a lone wolf, you will likely become one of those wallpaper characters, that this hero does not need to acknowledge.
All that said, it does APPEAR that we enjoy more “psychological health” when we believe in our ow agency and capacity to effect the outcomes we want. The same view holds that when we think that our actions don’t matter, our resulting state is unhealthy. Now in later episodes we will be looking at how psychology too perpetuates certain assumtions – particularly in its’ definitions of health – but that is for later epsidoes. For now, lets just sit with the idea that, in western cultures, you are labelled more healthy if you do believe in, and internalise, its’ values.
Everything Has its Shadow Side
So far, individualism, as a value, seems to have appeal and utility. The idea that our success is solely in our hands, has issues though. It ignores the fact that the systems around us—the family, the community, and the economy—play a significant role in shaping who we are, the options we have, along with how we thrive. Any hero is born. They would have died had they not had the support required – a mother or motherer, and all the people that support her/him/them to do that mothering. This makes us inherently social creatures.
As an adult though, when I constantly push for individual success, I forget about the collective responsibility I have to others. I forget the social bonds I must have had to get to where I am today without dying. This amnesia serves a purpose. It divulges me of any obligation to others, and I can get on with whatever I am doing. Woohoo! Another benefit!! Cos most of us are time-poor, poor-poor and/or struggling in multiple ways. It is a sigh of releif not to have to worry about (or feel responsible for) the plight of others, on top of all the other shit I have on my to-do list, and my bosses to-do list, and my “do this before you die” list.
Individualism informs me that, just as I am in charge of my life, others are entirely responsible for theirs, and therefore, can sort out their OWN shit regardless of what I do. Yes, even if they are being bombed and murdered so that oil or bread or glow-in-the-dark horse condoms are more cheaply available to me.
There is a releif we might feel at NOT having to think beyond our own to-do list. There is releif to be felt when we are given licence NOT to feel guilty when we walk past those suffering and do nothing. The cult of individualism gives us this out. And lets’ face it, a lot of us are busy feeling bad about so many things, that the chance to feel bad abot one LESS thing is often welcome. But adopting this view encourages us to cut our emotional ties to others. This keeps us atomized and isolated – for the price of being able to believe that we are the lone, central character.
BUt here is the thing. Some people are born into seriously shitty circumstances. Imagine though, that a black, disabled lesbian wants to be the next president of the United States. Most of us would agree that she does not stand a shit show. Most of us are aware that any able-bodied, straight white guy would have far more of a chance. The playing field is NOT level. Things like strctural violence ensure that the odds are tipped in one groups favour over others. Focussing on the individual, and their failure to achieve what they wanted, obfuscates exactly things like structural violence, racism, sexism and all the rest of the isms that really do exist.
The (almost) Secret Message of The Hero
This stuff might be something you have heard before, especially from pinko, leftist wierdos like me. But here is another, more insidious problem you may not have already heard. While we are busy relating to the Hero, other messages get snuck in the back door. Advertisers know this trick. Whilst we watch the Hero with his new cologne walk into work to swooning females and envious male colagues, we sneak a few things in about how see others. Those swooning women and jealous men are perpetuating a norm. A ludicrous, heteronormative one, that sets us up to never question where it even came from.
The trompe de loi is when it comes to the cult of individualit and the hero narrtive is this: those wallpaper characters, in their supporting roles, are reduced to their istrumental value to the hero. That is, they are clearly there for the hero, without the hero really having to pay them any heed or emotionally invest in the “realtionship,” cos there isnt really any relationship. The hero is entitled to let others die for their cause, because He (as the spearhead of that cause) is so so important. It’s a very insidious message. It acknoledges, on some level, that the hero actually does need others to get the job done. BUT, that hero does not necessarily need to ackowledge those others, or even really see them as other humans with needs an aspirations. The hero does not need to be grateful for the assistance. It is expected.
This instrumetnalising of the other is a big shift from what philosophers traditionally refer to as “othering”. Gone is the curious inquiry into another persons mysterious inner workings. Instead, the instrumentalising of the other is a refusal to see that Other as more than a means to my ends. This becomes a central idea when we discuss future topics like the rise in narcissism. Philosophers like Žižek have pointed out how we instrumentalize the Other, but what interests me is how this plays out in the trenches of loneliness—where we use people, or let ourselves be used, in ways that we think amount to connection, but that feel hollow, empty and lonely somehow. It’s because when you instrumentalise someone, you are not actually connecting. And they feel it.
To summarise,
individualism means we emphasise ourselves as the single, solo unit of choice, action, responsibility and change. Facilitating that idea, the hero’s journey pushes a vision of human existence that revolves around personal struggle, control, and individual victories. These values can feel very empowering, cos it means we can consider ourselves important. In fact, we can see ourselves as special, the masters of our destiny, and the center of the universe.
However, the cost is our decoupling from our fellow human beings – in more ways than just ignoring our connection to those we cannot see around us. Even those within our social circles may end up being seen as supporting actors, wallpaper, or purely instrumental to our ends.
Is it really any wonder that, when individualism is embedded in any set of values, the result is a whole lot of loneliness? That’s what we will be keeping in mind when we finally get to decoding the discourses around self-help and western spiritualism, in order to see if their antidotes to loneliness don’t contain the very poison that started it. Previous Post