Memetic desire is the hidden force that shapes our desires, leading us to mimic the desires of others.
Luxury brands create a desire for their products by using models or influencers who embody a certain lifestyle.
Social media has condensed desires from around the world onto a single platform, fueling the desire to emulate and acquire what these models represent.
The global influence of social media has shifted the perception of desires, leading to a greater focus on curated desires from social media models.
Recognizing the power of naming desires and understanding the impact of our models, we can choose our goals and behaviors consciously as models of desire for others.
Deep dives
The Power of Memetic Desire
Memetic desire is the idea that our choices and desires are influenced by a third party or model rather than the object itself. It is the hidden force that shapes our desires and leads us to mimic the desires of others. For example, luxury brands often create a desire for their products by using models or influencers who embody a certain lifestyle. People aspire to be like these models and desire what they desire. Memetic desire goes beyond tangible objects and extends to a desire for certain lifestyles, identities, and even the desires of others.
The Influence of Models in Marketing
Models of desire play a significant role in marketing, particularly in the realm of luxury brands. These brands often use aspirational marketing, creating a gap between the desired lifestyle and the average consumer. By modeling a certain lifestyle and portraying it as desirable, luxury brands tap into our memetic desires and create a desire for their products. The effective use of models of desire, who embody the desired lifestyle, can evoke a sense of aspiration and fuel consumer demand.
The Impact of Social Media
Social media has amplified the influence of models of desire. With access to billions of individuals showcasing desired lifestyles and products, social media has condensed the desires of people around the world onto a single platform. People are exposed to models of desire from different cultures and backgrounds, further fueling their desire to emulate and acquire what these models represent. However, it is important to recognize that social media models often curate their desires, and what is portrayed may not align with their true desires or happiness.
The Shift in Desire Perception
Social media has shifted the perception of desires by exposing individuals to a broader range of models. In the past, people were influenced by those within their immediate surroundings, such as friends, family, or local communities. Now, desires are influenced by models from all over the world. This global influence has shrunk desires down to a smaller scale, as people now find themselves aspiring to desires that are far removed from their own realities. This shift has had a psychological impact, changing the way desires are perceived and leading to a greater focus on curated desires from social media models.
The Influence of Memetic Desire on Identity and Relationships
Our identity is highly relational, formed through our relationships with family, friends, and others. Memetic desire plays a significant role in shaping our identity, as we are influenced by both external and internal models of desire. With social media, the line between external and internal models has blurred, as we can now feel connected to and influenced by people we've never met. Social media allows celebrities and influencers to straddle the line between external and internal mediators of desire, leading to a powerful impact on our identity.
The Impact of Desires and Models on Human Behavior
Desires significantly influence our behavior, and models of desire can shape the choices we make. Whether we are attracted to certain people, influenced by pickup artists, or driven to achieve certain goals, memetic desire plays a role. The ability to replace bad models of desire with good ones is essential for personal growth. Choosing who we surround ourselves with can have a profound impact on our habits and thinking. Recognizing that we are both models of desire and influenced by models, we can make intentional choices in shaping our behavior.
The Dynamic Nature of Dominant Hierarchies and Memetic Desire
Dominant hierarchies, shaped by models of success, can be mercurial and fluid. Memetic desire contributes to the shifts in dominant hierarchies, as people adopt new models and desire new things. Opting out of negative systems of desire can be challenging, as these systems may bring validation, but it is crucial to remember that true satisfaction comes from identifying enduring desires. Recognizing the power of naming desires and understanding the impact of our models, we can choose our goals and behaviors consciously, while also being aware of our influence as models of desire for others.
Understanding the Cumulative Effect of Desires
Desires are path dependent, meaning that each desire we pursue leads us to a different position than when we started. It is important to evaluate our past decisions and the corresponding state of mind to understand why we made those choices. To keep track of our desires and prevent forgetting them, it can be helpful to maintain a desired journal, noting how our desires change over time. By recognizing the cumulative effect of desires, we can design a flywheel that leads from one desire to another, such as focusing on basic wellness habits that increase the likelihood of wanting to engage in healthy behaviors.
The Power of Rituals in Life and Decision-Making
Rituals play a significant role in our lives by reinforcing our desires and providing a sense of memory and organization. Rituals can help us recall the decisions we made in the past and avoid repeating negative patterns. Whether on an annual, monthly, or daily level, rituals contribute to shaping our perception of time and happiness. They provide perspective and help us gain a deeper understanding of ourselves and our desires. Making commitments and embracing rituals go beyond rational analysis and require a whole-body approach that combines rationality, tacit knowledge, and physical signals. These layered approaches to decision-making can lead to a more fulfilling and meaningful life.
Is there really a straight line between you and the things you want in life? Entrepreneur and educator Luke Burgis goes deep on how understanding mimetic desire can help you better connect the dots between where you are now, and where you want to go. Burgis breaks down the theories behind mimetic desire and the teachings of René Girard, why all of our behaviors are imative, why we desire things we don’t need, and why this all leads to missing out on aspects of life that are far more meaningful and valuable. Burgis has co-created and led four companies in wellness, consumer products, and technology. He’s currently Entrepreneur-in-Residence and Director of Programs at the Ciocca Center for Principled Entrepreneurship, where he also teaches business at The Catholic University of America. He is also the author of Wanting: The Power of Mimetic Desire in Everyday Life.
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