Worshipping the Über-Rich
Unveiling the Myth and Its Societal Impact
By Nel
In our modern society, wealth often masquerades as virtue. The glorification of the über-rich has become a cultural phenomenon, permeating every facet of media—from glossy magazine spreads to viral social media posts. Billionaires like Jeff Bezos and Elon Musk are celebrated, their daily routines dissected in the hope that emulating their habits in action and thought might unlock unprecedented success for the rest of us. But why are we so fascinated by the minutiae of the lives of the ultra-wealthy? More importantly, should we be?
As a PhD candidate specializing in social geography, migration sociology, and conflict studies, I've observed how this adulation reflects deeper societal values that prioritize wealth accumulation over collective welfare but also appears as a form of escapism in an ever-increasingly unstable economic situation. In this long-form piece, I aim to dissect the roots of this phenomenon, explore its implications, and challenge the narratives that keep us enthralled by the myth of the self-made billionaire.
The Allure of the Self-Made Billionaire
At the heart of this fascination lies the ethos of neoliberalism—a belief system that champions individualism and posits that hard work invariably leads to success. The narrative suggests that anyone, regardless of their starting point, can climb the socioeconomic ladder through sheer determination and grit. This ideology has been instrumental in constructing the myth of the self-made billionaire.
However, this narrative overlooks systemic inequalities and the complex socio-economic factors that facilitate such extraordinary wealth accumulation. It ignores the reality that opportunities are not equally distributed and that factors like race, gender, class, and geography significantly influence one's chances of success. And, of course, inherited wealth.
Jeff Bezos: A Case Study
Consider Jeff Bezos, whose rise with Amazon is often hailed as the quintessential success story. Media outlets frequently highlight his humble beginnings, his relentless work ethic, and his innovative vision. While these elements are part of his story, they overshadow critical aspects of his business practices:
Labor Exploitation: Numerous reports have documented the challenging working conditions faced by Amazon employees, including long hours, minimal breaks, and intense performance pressures.
Market Domination: Amazon's aggressive tactics have disrupted small businesses and monopolized markets, raising concerns about anti-competitive practices.
Wealth Inequality: Bezos's net worth has soared to astronomical levels, starkly contrasting with the wages of his average employee.
By scrutinizing these factors, it becomes evident that Bezos's success is not solely the result of personal virtues but is also facilitated by systemic advantages and, at times, exploitative practices.
Aspirational Culture and the Pursuit of Success
Why are we so captivated by how the 1% live their lives? Part of it stems from aspirational culture—the belief that adopting the habits of successful people can propel us toward similar achievements. This culture is fueled by a plethora of books, articles, and seminars promising that waking up at 5 a.m., meditating, or following a strict regimen will unlock our hidden potential to economic success.
The Illusion of Accessibility
The routines of the ultra-wealthy are often presented as accessible and replicable, suggesting that the only barriers to success are personal failings. However, this ignores socio-economic factors that limit opportunities for education, healthcare, and financial stability. Among these factors is inherited advantages. Many billionaires benefit from generational wealth, connections, and privileges not available to the general population. This discourse also prompts us to Focus on the few who have succeeded while disregarding the many who have not, despite similar efforts.
Catherine Liu's Insight
In her insightful book "Virtue Hoarders: The Case Against the Professional Managerial Class" (2021), Catherine Liu observes:
"As the fortunes of the professional managerial class rose, they insisted on their ability to do ordinary things in extraordinary, fundamentally superior and more virtuous ways."
In other words, the elite presents their everyday actions as exceptional, reinforcing a hierarchy where their choices are deemed superior. A cultural shift beginning in the 1980s and 1990s accompanying the increasing neoliberal policies of privatization of public services and infrastructure. It's a subtle form of elitism that perpetuates the notion that wealth equates to moral superiority. The other side of the coin being, a contempt for the common people.
The Role of Media in Glorification
Media outlets play a vital role in amplifying the fascination with the ultra-wealthy within society at large. Profiles highlighting the daily routines, diets, and philosophies of billionaires flood our newsfeeds. This constant exposure creates a skewed perception that wealth is synonymous with wisdom and that financial success is the ultimate life goal.
Manufacturing Consent
The media's portrayal of the über-rich often lacks critical analysis, instead opting for narratives that humanize and idolize them. This serves several purposes: It shifts the focus away from systemic issues like income inequality, labor rights, and corporate accountability. It makes extreme wealth seem acceptable, or even desirable, despite its societal costs and it allows the uber-wealthy to shape public opinion and policy discussions through controlled narratives as well as through financial means, but making it societally acceptable.
Platforms like Twitter, Instagram, and LinkedIn provide billionaires with direct access to the public, enabling them to craft their personal brands meticulously. They can present an image of perfection and accessibility, fostering parasocial relationships with followers who may never attain similar lifestyles.
In a way this means that these narratives and the consumption of them through readers and followers serve as a form of escapism from increasing dire economic problems and inequalities but also as mental preparations and justifications for the latter.
Wealth and Political Influence
The impact of the über-rich extends beyond their industries and into the political sphere in a direct and unashamed manner. Wealth affords them a platform and influence that can shape policies and public opinion— without any democratic mandate. For instance, Elon Musk's social media presence and public statements can sway markets, influence technology debates, and even affect geopolitical discussions. His open support for political candidates or policies blurs the line between personal opinion and disproportionate influence.
Erosion of Democratic Principles
When billionaires openly support political candidates or causes, several issues arise: On the one hand, the unequal influence of their voices which overshadow those of ordinary citizens, undermining the principle of equal representation in a direct manner. They, in consequence, may push for policies that serve their interests, which can conflict with the public good. And what does this mean for any sort of functioning democracy? Concentrated wealth and power leads to governance by a few, rather than by the people.
This intersection of wealth and politics raises concerns about the health of democracy. A society where the wealthy have outsized influence is one where policies may increasingly favor the few over the many, exacerbating inequality and social stratification. Democracy is not functioning anymore. And the media spectacle of politics and the uber-wealthy is a symptom.
Thus, democracy turns into oligarchy. The vote of the many are overshadowed by the wealthy few and their power to shape policies.
The Hidden Contempt and Social Divides
While the lifestyles of the über-rich are glamorized, there is often a veiled, and sometimes overt, contempt for the common people. This disdain manifests in:
Policy Decisions: Cuts to social programs, resistance to labor rights, and tax policies that favor the wealthy.
Public Discourse: Narratives that blame individuals for their economic struggles rather than addressing systemic issues.
Cultural Attitudes: An undercurrent of elitism that devalues professions and lifestyles not associated with high income.
Further, when the economic and political climate turn sour, in the wealthy elite’s mind, it’s not their fault. No, they could not have designed their policies that badly with all their wisdom and knowledge. It’s surely the fault and responsibility of the working masses. This, too, is the contempt that is reflected in political discourses on the demonization of the poor, and other marginalized groups.
This contempt can have political repercussions. The rise of reactionary conservative candidates like Donald Trump can, in part, be attributed to exploiting public frustration with elites. By positioning themselves as outsiders or champions of the "common man," these figures tap into genuine grievances—even if they don't address the root causes.
Escapism and the Political Spectacle
The glorification of the ultra-wealthy serves as a form of escapism, diverting attention from pressing societal issues such as the current economic turmoil encompassing wage stagnation, job insecurity, and the declining industries affecting many communities, social inequality reflected in disparities in healthcare, education, and opportunities based on race, gender, and class.
All of this conundrum ultiately leads to a growing sense that the political system does not represent the interests of the majority. The latter I would say is actually not a only a sense or a mood, but an actual reality as even studies have proved.
Is is in these dire circumstances that political campaigns often become spectacles that focus on personalities rather than policies. This shift benefits those who prefer to avoid addressing systemic problems, as it allows the to evade any responsibility, but also prevents any meaningful change by keeping the public, i.e., us, engaged in superficial debates and the illusion of choice.
Challenging the Narrative
To move toward a more inclusive and equitable understanding of success, we must critically examine and challenge the narratives that idolize extreme wealth. Consequently, through education and open discourse we can foster critical thinking. By encouraging individuals to question the status quo and analyze media messages, but also, and more importantly, read and try to understand all types of media, instead of merely consuming them, we can get better at discovering narratives. Ultimately, we will be able to recognize underlying agendas when we see how information is presented.
Valuing Collective Welfare
Redefining success to include contributions to society, environmental stewardship, and the well-being of others can shift cultural values away from mere wealth accumulation. Instead of adoring wealth, we could celebrate those who prioritize social impact over profit and support laws and policies that are truly aimed at reducing income inequality and promote fairer opportunities. Lastly, investing and being aware of local initiatives can strengthen our communal bonds and values of mutual support and solidarity.
Conclusion
The adulation of the ultra-wealthy is a reflection of societal values that need reevaluation. By questioning why we glorify extreme wealth and recognizing the implications of such idolization, we can begin to foster a culture that values equity, justice, and collective well-being over individual fortune.
It's time to shift the narrative—to celebrate not just the personal achievements of a few but the shared successes of many.
Join the Conversation
What are your thoughts on the glorification of extreme wealth? Have you noticed its impact on societal values, or politics?
Share your insights in the comments below. Let's engage in a meaningful dialogue.
About the Author
Nel is a PhD candidate specializing in social geography, migration sociology, and conflict studies. Nel explores societal, historical, and geographical topics to uncover the underlying dynamics shaping our world. Through critical analysis and research, Nel aims to contribute to conversations that foster understanding and positive change.
References
Liu, Catherine. (2021). Virtue Hoarders: The Case Against the Professional Managerial Class. University of Minnesota Press.
Gilens M, Page BI. Testing Theories of American Politics: Elites, Interest Groups, and Average Citizens. Perspectives on Politics. 2014;12(3):564-581.
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Note to Readers
This article aims to provoke thought and encourage critical engagement with prevailing narratives about wealth and success. The perspectives shared are intended to foster dialogue and do not represent an attack on individuals but a critique of systemic issues.