US TV news presenter David Muir was recently accused by the viewing public of being a narcissist for seemingly being more concerned with his appearance on air than his own coverage of the LA fires. In a world of growing division, hate and conflict, the label ‘narcissist’ may be the single most used word of the last decade. It seems that this has become one of the go-to labels for people we don’t like, particularly on social media. However, according toTwenge and Campbell in their seminal study The Narcissism Epidemic: Living in an Age of Entitlement, not only is narcissism a recognised psychological condition, but it has emerged as a cultural phenomenon, one which has transcended the realms of ‘individual personality type’. What is narcissism, what is a narcissist, and why does the term seemed to have garnered currency at this moment in time?
The definition of ‘narcissist’ on the Wikipedia page is ‘a self-centred personality style characterised as having an excessive preoccupation with one’s needs, often at the expense of others’. The article explains how the characteristics of recognised narcissistic behaviour and personality exist along a ‘normal’ to ‘abnormal’ continuum, with more extreme characteristics of the narcissist being expressed through more pathological and psychosocial states. At this more extreme end of what they term ‘narcissistic personality disorder’, an individual will display an excessive need for admiration or attention, demonstrate little or no empathy towards others, and will habitually lie, gaslight and manipulate others to have their own needs met. A narcissist’s primary concern is with themselves and their own needs; their dominant behaviours and interactions will primarily reflect these intrinsic motivations.
Initially popularised through Greek mythology, contemporary research on narcissistic personality types originate from psychology, and thus primarily concerned with the individual. Twenge and Campbell, however, have identified clear social and cultural archetypes which transcend the individual and cross over into group and organisational behaviour. Echoing insights originally developed by Lasch in the late 1970s, they suggest that Western society, with its clear trend towards individualization, is characterised by a much more self-absorbed culture, where greater pre-occupation with the self, individualism, and self-gratification have become emergent societal norms. In agreement with Lasch, they trace this to the legacy of the ongoing fragmentation of the family, a decline in community networks and cultural reciprocity, and the deterioration of tradition. More recently, they argue that all above patterns have been accelerated by the dominance and pervasiveness of technology in our lives.
It is inarguable that social media has been a particularly virulent expression of our growing interface with technological change. The ways in which we communicate and interact with each other have changed immeasurably in the last two decades, and not necessarily in a positive way. According to a recent issue of Psychology Today, high levels of social media engagement may be linked to a viral combination of lower levels of self-esteem and higher levels of narcissism. The article proposes that social media platforms encourage an unhealthy juxtaposition of ‘comparison’ and ‘distance’. Unlike conventional forms of social exchange, social media users become more aware of self-presentation. For example, messages and updates can be thoughtfully edited to show the user in the best light, in anticipation of feedback and comparison to other users in this ‘electronic community’. A tendency towards ‘groupthink’, driven by AI algorithm censorship, can also encourage both ingroup/outgroup behaviour and a lack of empathy between these groups. In a world with a greater sense of loneliness, higher levels of social isolation, and diminishing social bonds between people, social media can provide a place for people to obtain attention and interest from others. This may come at a price.
Of course, narcissists do not only exist in the virtual world. The trends identified above have arguably enabled and accelerated the normalization of similar behavioural patterns in our institutions. Since 2020, governments and leaders have lied to us openly, shamelessly, and without remorse. Experts, corporations, and academic institutions, whom we used to rely on for truth, have been routinely and embarrassingly proven to peddle myths, misinformation, and snake oil solutions. Celebrities and public figures queue up to promote social, political, and environmental issues, many of which are clearly used to promote their brand, self-image, and public appeal. They are able to remain relevant and stars of their own mythology.
The higher up the ladder that we look, the more acceptable it has seemingly become. Boris Johnson’s unrepentance over Partygate, despite clear evidence that he and his cohorts broke their own lockdown rules, is surely the tip of the iceberg in how far politicians and their alumni are prepared to bend the rules, deceive voters, and to exhibit behaviours of the narcissist personality in order to get the job done. Johnson was almost indignant that his version of events was questioned. How much of the woke politicking we see is more about narcissistic self-interest, attention-seeking, and victimhood – and, of course, funding from those with dubious intentions – rather than the promotion of genuine political causes? How many top academics are currently going along with the climate change hoax, knowing full well that the science is all based on lies, because to challenge the mainstream narrative would mean they would lose their funding, lose their status, and lose their reputation-fuelled self-esteem in the process? How many of those in the medical community have turned the other way while observing the seemingly limitless ways in which the pharmaceutical companies can now make money?
The implications of Twenge and Campbell’s observations are worrying. Whilst capitalist society, with its primary emphasis on winners and losers, has always encouraged a culture of ego, individualism, and self-interest, we have now undeniably moved into an age – for both our personal lives and in the world around us – where it has become perfectly acceptable to lie, to deceive, and to operate in Machiavellian ways. It is almost expected. We live in a world where we cannot trust people in positions of power to do the right thing because, more than ever, we are now more aware that they might well be operating out of self-interest, ego-fuelled narcissism, and an absence of empathy – all hallmarks of the narcissistic personality.
