Trend 06
Only me
Only me
Feeding the ego versus the common good.
Trend axes
- Antisocial
- Narcissism
- Selfishness
- Individualism
Some figures
4%
Estimated share of the Spanish population who hold denialist views and are against the COVID-19 vaccine.
+12,000
Arrests made during the first year of the pandemic for breaking the restrictions imposed by the authorities.
9.3%
Increase in hate crimes in Spain in the first half of 2021, compared with the same period the year before.
4th
Spain's position in the world ranking of countries with deaths caused by trying to take selfies, according to the agency eStudio34.
The cult of “me”
Society demands that we project an image of success in every area of life. Social media is a clear example of this need and, today more than ever, its inappropriate and narcissistic use can lead to distorted perceptions of reality, feelings of invincibility or hypersensitivity to criticism, among other things.
This is not only a problem for the person affected but can also be a potential danger to society as a whole, which is living through an exceptionally delicate situation because of COVID-19.
Breaking COVID-19 health measures, posting outlandish denialist ideas, investing in eccentricities, juggling to pay less tax… In recent months, the media have reported on public figures who, far from admitting their mistake, have in many cases tried to justify the unjustifiable.
A debate opens about the thin line between self-confidence and self-acceptance and selfish, manipulative behaviour that shows little empathy for society as a whole.
Expert view
Marta Femia
Head of Marketing and Fundraising at Fundación Anesvad
“When I read trend 6, “Only me”, it inevitably makes me think of Lipovetsky's theory about the characteristics of today's society, which he defines as hypermodern. A society characterised by three axes: hypercapitalism, hyperconsumption and hyperindividualism.
An individual oriented towards pleasure and hedonism, where personal enjoyment and pleasure matter, taking a very individualistic position of looking after only their own interests. An exposed society where we all watch and are watched all the time; where each subject is the object of their own advertising.
However, this does not mean these are selfish societies in which humans have no values. The men and women of hypermodern society still believe in equality and justice. We defend social causes and accept that we are conscious and responsible consumers. It is also the era of the C consumer.
This initial reflection leads us to ask: is this the age of ME versus WE?”
Cases
01 / 04Zorraquino spotlights
- 01
In these times of constant consumption of content and social media, education and learning by example are more necessary than ever.
- 02
Technology can offer support tools for overcoming immaturity and developing appropriate behaviour for learning to live in society.
- 03
Governments and public institutions must keep launching initiatives that build bridges between citizens to overcome any prejudice.
Zorraquino playlist
- MuchísimoConfeti de Odio · 2020
- NegacionistaFundación Francisco Frankenstein · 2020
- Márchate YaMiguel Bosé · 1981
More on the trend
References
- Empathy
- El egoísmo mata
- El virus nos pone a prueba:¿somos egoístas o solidarios?
- Vacunación forzosa para los egoístas
- Human Rights Card Games
- La xenofobia también se contagia en esta pandemia
- La era del yoísmo: cómo el culto al ego nos ha vuelto insoportables
- Poparazzi
- Más de 12.000 detenidos por saltarse las restricciones en el primer año de pandemia
- El precio del postureo: España es el cuarto país con más muertes por “selfies”
- Realworld
- Los delitos de odio repuntan hasta alcanzar cifras superiores a las de antes de la pandemia
- Byung-Chul Han: “El móvil es un instrumento de dominación. Actúa como un rosario”
Pages 114–129 of the report
