One of the great insights of Buying In is Walker's essential diagnosis of the engine that drives consumer culture: the (post)modern need to balance individuality and belonging.

re: community, consumption, individualism, rob walker

Andy:

When I was in grade school, we watched a lot of films. Perhaps they were a relatively easy way to quiet the children down for a while. But remembering this period as an adult, I’m struck by the realization that those films all had one of two themes.

One was: Deep down, each of us is different, unique, and special.

The other was: Deep down, we are all just the same.

For years I shared this observation, for laughs, before it finally occurred to me that this was no joke. In fact, it articulated what is more or less the fundamental tension of modern life.

We all want to feel like individuals.

We all want to feel like a part of something bigger than ourselves.

And resolving that tension is what the Desire Code is all about.