subject: Is social media eliminating the cult of personality? [print this page] Is social media eliminating the cult of personality?
We recently blogged on the convergence of technology and religion. But it's possible that while social media may help religion in the short-term, it could actually be the end of it in the long run.
The world's dominant religions are built around the cult of personality. Christianity has Jesus Christ, Islam has the Prophet Mohammed, and Buddhism has the Buddha, and so on. The teachings of individuals have been disseminated (and, some would argue, distorted) over the centuries, gifting people the collective belief that is the essence of religion.
Social media changes the game. Religions have historically preached to the masses, but social media is all about empowering the individuals that form the masses. It's a significant difference. So, too, is the fact that religions have always tended to be top-down. A pope, archbishop or ayatollah delivers an edict, and the followers obey.
It's no coincidence that Christianity experienced profound changes (principally the split between Catholicism and Protestantism) as a result of the printing press, which enabled individuals to interpret the scriptures themselves rather than having a preordained interpretation forced upon them. The Pope's word was questioned and the Reformation was the result.
Social media, powered by the reach and accessibility of a technology that even puts the printing press in the shade, takes this to the next level.
And it's not only religion that could feel the pinch. Countries and corporations alike used to be headed by almost messianic personalities. From Paul Keating to Bill Gates, these were people who captured -- who demanded -- attention. Now, though, with the possible exception of Apple's Steve Jobs, the power of one has been diminished (as even Barack Obama would testify). Now it's the power of multiple ones -- multiple individuals talking and connecting with each other as individuals rather than as part of the crowd -- that counts.
Mark Zuckerberg is no more the face of Facebook than anyone with an online profile. He may have more followers -- and more money -- than most, but in terms of day-to-day social interaction, he's no more important.
Social media democratizes by giving power back to the individuals. The prophets have gone and, unless organizations get to grips with the need to converse and connect with customers on that individual level, the profits will follow suit.
