Humanity's journey towards individualism and the pursuit of happiness has evolved over centuries, from the constraints of religious definitions to the liberation of self-created meanings. However, in the contemporary era, the pursuit of happiness has intertwined with capitalism, transforming society into a market where corporations define meaning and profit from our desires. This blog explores the illusion of freedom in individualism, tracing the timeline of happiness and questioning whether promised freedom was merely a construction.
The Enlightenment era proposed that human reason, self-agency, and self-authority would inevitably lead to freedom, and by extension, happiness. Fast-forward to the 21st century, where a happy life has become the expected norm. However, if one finds themselves unhappy despite ticking all the boxes on the supposed path to happiness, the elusive nature of 'happiness' can internalize a sense of pathology in the individual. Tocqueville's prediction of postmodern society, articulated three centuries ago, eerily resonates today. He described individualism as a reflective and peaceable sentiment, prompting citizens to isolate themselves and create small societies with family and friends, ultimately abandoning the larger societal framework.
Contemporary research underscores the inseparability of collective and individual health, challenging the extreme emphasis on the "individual pursuit of happiness." The phrase, enshrined in the Declaration of Independence by the 'founding fathers,' once denoted the right to choose one's life without infringing on societal well-being. Tocqueville believed that democracy in America would defeat threats posed by individualism, fostering collective 'harmony.' However, premature declarations of victory seem evident, as democracy appears to have inadvertently facilitated corporate greed through increased privatization, leading to a loss of community and ethical responsibility for collective wellness.
Examining the present-day concept of the "individual pursuit of happiness" suggests a connection to material acquisitions, aligning with Veblen's theory of Conspicuous Consumption. This theory criticizes the economic power of corporations and their role in undermining democracy. Corporations, driven by profit, capitalize on human instincts for pleasurable emotions like happiness through consumption. Despite claims of believing in social justice, studies reveal that individuals selectively ignore the violence and oppression tied to their consumer choices.
The moral contradiction in capitalism is exemplified by Michael Moore, a renowned advocate for justice, whose movies exposing corporate wrongdoing are sponsored by the very corporations he criticizes. This paradox highlights the convenience-driven reluctance of individuals to address the destructive impacts of corporations on the planet and humanity. The emergence of digital technology has further empowered corporations to influence and shape societal meaning, supplanting traditional authorities of government and religion.
Veblen's cynical observations on excessive consumption find resonance in today's world, where the norm of purchasing cheap clothing results in environmental damage and disregard for inhumane production conditions. The escalating expectation of entitled happiness and a specific standard of living has become the goal for the average citizen in postmodern society. This underscores the shift towards a societal value that places the pursuit of happiness at the forefront, compelling individuals to engage in more consumption in an attempt to fill an perceived void.
Marcuse's "One-Dimensional Man" critiques the theft of freedom by commercialism, with Assaf suggesting that normalized consumerism leaves individuals feeling choiceless. Capitalist ideology claims economic freedom protects personal freedom, but it fails to account for human behavior shaped by corporations. The postmodern era seemingly offers unparalleled personal freedom, yet questions arise about whether individuals construct their lives or succumb to commercial manipulation. Goal-frame theory unveils the complexity of human motivation, showing a clash between hedonic, gain, and normative goals.
The quest for happiness became a gateway for capitalism, which capitalized on society's cravings for luxury. In the post-modern era, capitalism assumes the role of a meaning producer. Humanity transforms into a market where corporations profit significantly from their offerings. They not only define meaning but also cater to our perceived 'needs' for a happy life, shaping and molding our desires. Early philosophers proposed that breaking free from religious constraints and embracing self-constructed meaning, steering towards individualism, held the promise of ultimate self-freedom. This prompts an exploration into when the concept of a happy life gained prominence and became integral to a meaningful existence.
In the modern world, there appears to be a growing sense of entitlement to a happy life, a phenomenon I argue is conditioned by capitalism. The assured freedom promised by individualism comes under scrutiny as a potential construct. The human race finds itself in an open market scenario, acting as unwitting puppets, often turning a blind eye to harsh injustices in the pursuit of convenience, despite harboring underlying altruistic values. This begs the question: How can we strike a better balance between individuality and the needs of the collective community?
Capitalist ideology asserts that economic freedom is crucial for personal freedom and claims that government interference poses the only threat to this freedom. According to Assaf (2014), capitalism positions itself as a guardian of individual freedom, insisting that limitations imposed by private market players present no significant issues. However, this ideology overlooks the intricacies of human behavior, a crucial aspect that challenges the concept of freedom (Assaf, 2014). The process of individualization has evolved from the premodern era to modernity and eventually to postmodernity, with many arguing that postmodernity offers unparalleled personal freedom, allowing individuals to choose how they want to live.
Despite claims of unprecedented personal freedom, questions arise about whether we are operating under an illusion of individual freedom. The assertion that individuals are designing and constructing their own lives is questioned, with doubts about the existence of unwritten rules that universally apply. The freedom to self-create appears absurd, challenging the once unquestioned assumption of personal freedom. The inquiry deepens as the influence of commercialism on life goals is considered, raising doubts about the authenticity of self-creation.
Goal-frame theory, as proposed by Assaf (2014), provides a compelling argument to understand the complexity of human motivation. This theory suggests that individuals harbor both egoistic 'consumer' preferences and altruistic 'citizen' preferences, driven by three contradicting goals: the hedonic goal frame, the game goal frame, and the normative goal frame. Christensen (2005) contends that individual identity is shaped through consumption and fashion, with corporations adeptly utilizing narratives to prey on emotions and drive consumption.
While the concept of the general will, coined by Rousseau (2020), supports collective interests over individual interests, research by Assaf (2014) reveals a deep-seated tendency towards altruism and a yearning for fairness among individuals. Despite this, individuals, including myself, often turn a blind eye to the harm, damage, and cruelty associated with their consumer choices. Goal-frame theory suggests that the desire to improve mood through consumption can contradict values of social justice.
The relentless pursuit of happiness has emerged as the primary determinant of a meaningful life. Nevertheless, the enduring question persists: what is the fundamental purpose of human existence? The growing expectation for a joyous life in the contemporary world is a product of centuries of conditioning orchestrated by capitalism. The purported freedom of individualism may, in reality, be nothing more than a carefully crafted marketing ploy. Presently, the human race finds itself as an open market, with individuals unwittingly manipulated like puppets, turning a blind eye to severe injustices for the sake of convenience, even as underlying values of altruism remain intact. The inception of the pursuit of happiness provided an avenue for capitalism, and it appears they are unwavering in their pursuit of profits, refusing to yield in their relentless campaigns.
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