Individualism and Democracy
I. The Individualist and the SocietyThe latent desire for non-conformation to social rules has motivated individuals to express their individuality. This is because these norms and other socially acceptable standards are supposedly established by the tacit agreement of the majority, and for the greater common good, but it is hardly ever the case that an individual actually gets to explicitly provide his or her consent to such rules. Therefore individuals are reduced to insignificant components of an abstract higher order called
society.
However, this definition of a society may be objectionable to some. A more traditional definition of society has been 'a group of individuals who voluntarily associate and cooperate for a particular aim and is usually delineated by cultural solidarity, social solidarity and cultural interdependence'. A closer look at this definition easily highlights the inherent problems. The first one arising in the concept of '
voluntary association' and the second one being related to the boundaries that '
delineate' societies. Let us discuss these briefly.
Speaking about civic societies (as opposed to clubs and fraternities) , it is rather absurd to think that individuals actually 'voluntarily' associate with their peers. Individuals do not get to choose the society, region or country of their birth, and therefore right from birth they become unwilling members of a society that preexisted them. The 'association' to this society arises from the need of individuals to depend on others to survive, and any such 'voluntary associations' are purely selfish by nature (i.e. human). Thus they are not interested in the real 'society' but are forced to be a part of it for their own benefit. This human psyche is reflected in the passivity of the role an average individual plays in the society. They rather conform to existing rules than openly challenge them. But their hidden disapproval of some of the aspects of the society find their way out by inspiring the individual to express his difference in opinion from the rest through manifestations of non-conformance. Thus, it may very well be argued that in reality societies are based on
'involuntary associations' rather than
'voluntary' ones, thus attacking the definition of the society at its core.
The second problem with the definition of society that I alluded to earlier comes from the lack of a clear conception of 'delineating' boundaries between societies. Firstly, the conception of such boundaries are subjective. Secondly, most individuals will identify themselves as members of different such societies based on different ideals and norms. For example, a person can identify himself/herself as a member of an ethnic society based on love for a shared history and culture, but at the same time may subscribe to a philosophical ideology of another society which are in direct conflict with the established beliefs and values of his/her ethnic society. This causes the individual to express his/her deviation from the social norms through non-conformation.
Unfortunately, such non-conformation mostly finds its assertion through
materialistic expression, like in appearance, or more broadly, through
personal tastes. This includes the human desire to establish individuality through materialistic objects like clothes, cars, mansions etc. The following sections will cite examples that show how such flawed notions of individualism unwittingly led people into the trap laid out by the capitalists of liberal democracies -the very socio-economic structure that these people were rebelling against. A true individualist should always strive to reject such materialistic conception of individualism and solely believe in the
spiritual expression of non-conformance which can be achieved through the pursuit of art and rebellion against existing social norms using scientific objectivity.
II. Freud and the UnconsciousFreud realized that lurking beneath the calculated, rational behavior of human beings are dangerous desires and irrational impulses. Therefore Freud had felt that these irrational impulsiveness of human beings needed to repressed by encouraging or demanding certain level of social conformance. Freud's ideas were popularized in the US by his daughter, Anna Freud, and cousin, Edward Barneys. Inspired by Freud's thoughts, Edward Barney started Public Relations Offices for US corporations to help them appeal to these irrational desires of people to sell their products. To do so, knowledge of psychological behavior was used in advertisements. Psychologists helped consumerism to flourish. Thus man's desires were to overshadow their needs. The corporations appealed to the people's desires of materialistic possession and utilized automation to mass produce their items. Realizing the potential of these irrational impulses to cause immense devastation, especially in the wake of Nazi Germany's insanity, the US Government became concerned with using psychological techniques to manage and control the minds of its citizens to preserve their democracy.
III. Reich and IndividualismBut the Freudian school of thoughts faced an unprecedented challenge in 1960 from a dissident group of psychologists who had been inspired by the ideas of Wilhelm Reich. Reich himself was a follower of Freud, but he fell out with the Freudian school over his belief that the inner human desires were not to be repressed but expressed openly. His fall out with Anna Freud led to his expulsion from the international body of psychoanalysts. But his ideas became popular again in 1960s when young people started to challenge the notion of conformance that the Government and corporations had so long encouraged. This led to the emergence of a new wave of 'individualism' in US where people wanted to be liberated from the clutches of the big corporations and Government control.
IV. The Trap of CapitalismThe sudden rebellion against the existing conventions and corporations initially befuddled the capitalists. Their existing strategies of psychological manipulation failed to appeal to these 'individualists' who were not eager to buy their mass produced items. Soon the corporations realized that Freud's psychoanalytic thoughts were still relevant as they could still appeal to the irrational impulses of the new
individualists if they could make products tailored to their tastes. Although the individualists had some degree of difference in their tastes, they could still be grouped into a small number of groups. Thus if the companies made goods aimed for each of these groups, then these people will buy their products and still feel that they were purchasing goods that reflected their originality. With the technological progress it was easy for the corporations to incorporate changes in assembly line and bring more flexibility to create larger diversity in product ranges. Thus the
individualists again became trapped in consumerism, the very idea they had tried to fight earlier. As I analyzed previously, the flaw was that these individualists were expressing their individuality through possession and fashion,
i.e.,
through
materialistic expression of their individuality as opposed to
spiritual individualism.
V. Lessons from Previous DemocraciesFreudian psychoanalytic techniques to influence the human mind was not limited to corporations only. The political parties in both US and UK used them in their strategies to win over the masses.
Reagan and ThatcherRiding on the wave of this new desire of people to seek liberation from excessive Government control, Republicans in US and Tories in UK appealed to the people with the promises of less Government regulation. Ronald Reagan famously quoted "The Government is not the solution to the problem, the Government is the problem". Their appeals to people's individualism ensured their rise to power. The rise of individualism led people to become increasingly self-centered and they turned a blind eye to their social responsibilities. The Labor Party in Britain stuck to more socialist ideas of Government responsibility and failed to win over the voters.
Clinton and BlairThe Democrats during the campaign of Bill Clinton adopted the new technique of public relations in politics by organizing focus groups. In UK, Tony Blair's campaign adopted the same approach of rhetoric against the existing bureaucratic framework in public services. The idea was to set targets for Government bureaucrats to make them responsible to the public and in return provide incentives to them for providing better service. However, the result was that employees started to find loopholes in the laws to meet the targets, thus creating more harm than good, quite contrary to what Blair had expected. In US, Clinton failed to move ahead with his programs due to financial deficits inherited from the previous administration and was maligned by many false personal accusations. These issues were publicized to influence public psychology once again.
People's effort to embrace individualism has suffered in democratic societies as they fell victims to the traps set by corporations and Governments alike. Their misguided attempts at finding their individualism in materialistic manifestations led to these traps.
VI. Marx and DemocracyThe concept of liberal democracies have never been accepted by Marx or his followers. This stems from their belief that democracies in capitalist societies are the
dictatorship of the bourgeoisie. In such societies the all media are owned by bourgeoisie and the politicians as well as the Government is dependent on the funds from capitalists, thus effectively serving their cause instead of the commoners. Marx described parliamentary democracy as "deciding once in three or six years which member of the ruling class was to misrepresent the people in Parliament"
. This is not just a vitriolic statement against capitalism, for it is indeed true that politicians of democratic countries are indeed controlled by corporations. Even our 'independent' media are controlled by capitalist who take the political position depending on their affiliation to parties. The same criticism was voiced by Lenin when he remarked that such Democracies are "Democracy for an insignificant minority, democracy for the rich – that is the democracy of capitalist society". Marxists believe that true democracy should be the
dictatorship of the proletariat. However, Marxists have been often criticized by the West who have claimed that their beliefs have been responsible for the rise of totalitarian regimes.