As North America’s indigenous peoples have long recognized, the “white man’s” need to boast and pursue narcissistic behavior—often reaching its extreme on social media—reveals a fundamental truth: no matter how much people hide behind their screens, we are deeply social beings. Humans have an innate need to share themselves and their accomplishments with others, because, without a social context, they feel incomplete.
The deceptive illusion of neoliberal individualism tells us that we can stand alone, but this is simply not true. You can’t elevate yourself above others if there’s no one else to compare to. You can’t accumulate wealth without someone to exploit. You can’t call yourself an influencer if no one is following you. In essence, without others, you are lost.
Instead of acknowledging our social nature and recognizing that we need each other to live and thrive, many in the Western world strive to distance themselves from “others”—hiding behind screens, chasing followers, and pursuing wealth.
Social media influencers often showcase their achievements, wealth, and lavish lifestyles, setting unrealistic standards that pressure their followers to conform. This can breed feelings of inadequacy and perpetuate a culture of individualism, where personal success is prioritized over the collective well-being of society.
Influencer culture fosters social comparison, where people measure their worth against the curated lives they see online. This breeds anxiety and isolation, highlighting the paradox of individualism: while we are inherently social beings, modern society encourages us to “keep up” with others, rather than focus on communal values.
Exposure to the lives of influencers can shape personal identities, prompting people to adopt the traits or lifestyles associated with success. This phenomenon reflects a blend of individualism—where personal branding and self-promotion take center stage—and the desire for social connection, as individuals seek validation from others.
While influencer culture can isolate some, it can also create pseudo-communities among followers who aspire to similar lifestyles. This paradox reveals how individualistic pursuits can be celebrated within a social context, showing that humans constantly navigate the balance between individuality and belonging.
The rise of influencer culture has shifted societal norms, reshaping ideas of success, beauty, and happiness. It often prioritizes individual achievements over collective narratives, signaling a broader shift toward individualism in modern societies. Yet, the paradox remains: individualism fails to thrive without a society of others.
Ultimately, the influencer phenomenon illustrates the complex relationship between individualism and social connectivity. While it emphasizes the human desire for personal distinction, it also highlights our inherent social nature, as we navigate our identities within a communal framework. Balancing these elements is essential for cultivating a healthier social media environment that celebrates both personal achievement and collective well-being.
