Hummm this needs more thought… DRAFT
The #deathcult is selling the void, turning meaning into a market, in this post we cover the normal themes of #stupidindividualism, commodification, atomisation, trust and community.
One of the deeper tricks of the #deathcult is that it doesn’t only sell us products. It sells us back the meaning, belonging and connection that the system itself has striped away. Nietzsche’s famous declaration “God is dead.” was not simply that religion was disappearing, but that an outdated system of shared meaning and moral authority had collapsed.
For many people, that leaves a void, a longing for meaning, connection, protection and purpose, for something larger than the isolated self. And where there is longing, capitalism sees a market – consumer capitalism, the market for meaning has always promised that dissatisfaction can be solved through consumption. Buy the car, the clothes, the holiday, the experience, buy the lifestyle. But what this hides is the more profound needs of belonging, meaning, safety, trust, community – don’t fit comfortably into commodity form – more stuff does not fill the hole – so the market moves further inward.
Instead of simply selling objects, it starts selling the self with self-improvement, self-mastery, self-optimization and personal growth. Manifestation and spiritual awakening, the lie becomes: the problem is not the society you live in, the surrounding relationships, or the structures shaping your life, the problem is you. And in the mainstreaming, conveniently, there is always another influencer peddling a course, book, retreat, coach or guru available to fix you.
This is the perfect market because the product must never work, if people actually became fulfilled, the market would disappear. So people need to remain almost healed, almost whole, almost happy, almost enough – the longing itself becomes the business model – this is #stupidindividualism dressed as enlightenment.
Then we have religion reborn – the commercialised form of Western spiritualism – not community ritual, religion or spiritual practice, but the Instagram-ready world of manifestation, “high vibration”, gurus, retreats and personal enlightenment. This supposedly alternative culture simply reproduces the core values of capitalism: individualism, control, competition, self-surveillance and the hero narrative.
Our current “thinking” instead of challenging these values, we spiritualise them, you are told that your thoughts create your reality, everything happens specifically for your personal development. That success proves you are aligned, suffering means you failed to think correctly. The fantasy is that you can become the god of your own reality.
This looks like liberation, but underneath it is the same old #stupidindividualism. The individual becomes the centre of everything, society disappears, material conditions disappear, history disappears and power disappears. The outcome is you treat other people as supporting characters in your personal journey, then exploit them by turning structural problems in to personal failure.
This is where politics becomes important, if every outcome is understood as a reflection of your mindset, then structural criticism becomes difficult. Poverty? It is a mindset problem. Loneliness? Means you need to work on yourself. Abuse? A lesson the universe sent you. Illness? Your energy is wrong. Failure? You did not manifest hard enough.
The effect of this “thinking” is deeply conservative, instead of asking why people are suffering, we tell them their suffering is evidence of their own failure. Instead of rebellion, we get self-improvement. Instead of solidarity, introspection. Instead of collective action, another #SEO journal.
This is an affective #mainstreaming way of neutralising dissent because it turns social pain into private inadequacy. The death of empathy is the ugliest part of this, if someone’s suffering is something they “manifested”, then nobody has to sit with them in it. Nobody has to listen, has to ask what happened, has to offer real help. A platitude replaces solidarity “Everything happens for a reason.” “You need to forgive.” “This is a lesson.” “You attracted this into your life.”
The language sounds caring, but the practice becomes the opposite – cruelty is renamed healing, blame as wisdom, detachment is renamed enlightenment. This is simply more emotional capitalism, were the language of empathy remains everywhere, while the actual social practice of empathy disappears, but when empathy dies, connection dies with it.
Community is dangerous to power, people who gather can organise, people who form relationships can resist. People who trust each other become harder to govern through fear and isolation. The current mess does not need tanks in the streets to atomise people, it can do it culturally as when connection is labelled dependency, needing people becomes weakness and community becomes inconvenient. In our worship of the #deathcult the ideal person becomes the isolated, self-managing individual who treats every problem as something to solve alone.
At the #OMN we keep coming back to the #mainstreaming problem. Why? A system is most powerful when its values stop looking political, when they become common sense, when individualism becomes blinded freedom, competition becomes human nature, consumption becomes happiness. Self-surveillance becomes personal growth and isolation becomes independence. At this point, the system barely needs to tell people what to do, people reproduce the values themselves. They discipline themselves, blame themselves, sell the same worldview to each other. The #deathcult ideology becomes culture, becomes infrastructure.
But, the path away from this mess is simple, without followers, the hierarchy collapses, this is particularly obvious in digital culture. The supposed influencer is still dependent on likes, subscribers, sales, views and reputation. They claim independence while being embedded in the same attention economy they supposedly escaped. They are not outside the market, they are a particularly efficient product of it.
We need to remember that human beings have always created ritual, meaning, myth and shared practices. The #OMN path points in this direction, less self-obsession, more participation. Less individual optimisation, more shared action. Less influencer culture, more horizontal knowledge. Less performance, more trust. Less “fix yourself” more “build something together”.
The #openweb matters here because the structure of our technology also shapes our culture. The #dotcons push the isolated individual, your feed, brand, your followers, your engagement, your identity. The #deathcult repeatedly breaks social things into individual fragments and then sells them back to us. It breaks community and sells networking, meaning and sells lifestyle, confidence and sells self-help. It breaks connection and sells social media, belonging and sells branding.
The answer is not another product, its simply to rebuild the social fabric that commodification has been eating away. Yes, real connection is messy, solidarity is inconvenient, community involves disagreement, compromise, responsibility and mutual care. You cannot optimise it, you have to participate in it. And it is one of the reasons the #OMN keeps saying the same apparently simple thing – Trust matters. Community matters. Participation matters. The #deathcult wants you staring endlessly into yourself, the commons start when we look outward and find each other #KISS
