Perspective: The costly pursuit of popularity
"Many years ago there lived an Emperor who was so fond of new clothes that he spent all his money on them in order to be beautifully dressed. He did not care about his soldiers, he did not care about the theatre; he only liked to go out walking to show off his new clothes. He had a coat for every hour of the day; and just as they say of a king, 'He is in the council-chamber,' they always said here, 'The Emperor is in the wardrobe."
- The Emperor's New Clothes by Hans Christian Anderson
Ever since Adam and Eve adopted the fig leaves in the Garden of Eden, we've been consumed with the quest to cover up our shame, insecurity, loneliness; those dreaded feelings of being left out or missing out. And marketers have been only too happy to help us along in this pursuit of the ideal self: the one which is more commensurate with standards set by the prevailing Zeitgeist – the cool jeans, the best washing powder, the right music, the new drink, the latest techno gadget – with all the commensurate labels (hipster, fashionista, geek, fangirl, party girl, surfie, alpha male) and in turn their own media offshoots (TV shows, magazines, websites, books) to help us define more adequately who we are and our path... Onward to popularity via the mega-mall!
Just who are we beneath all this junk; these shiny, materialistic distractions?
"Even in our present era of 10,000 niches, mass customization, and the “long tail”— of companies selling fewer items from a far vaster inventory—we are, arguably, governed more than ever by what’s popular," write the editors of
Bloomberg Business Week. "Thanks to the Internet’s ability to rank everything, one can dwell almost exclusively in the world of trending Twitter topics, of top-reviewed restaurants, of Amazon.com bestselling books, of the cutest cute-cat YouTube videos. News sites all feature tallies of the Most Read, Most E-mailed, and Most Commented On articles—creating a self- reinforcing conversation."