The selfish collective

Much of the debate surrounding Covid — and increasingly now, other crises — has been framed in terms of individualism vs. collectivism. The idea is that individualists are motivated by self-interest, while collectivists put their community first.

This dichotomy paints the collective voice, or the community, as the prosocial option of two choices, where the threat lies with recalcitrant individuals holding everyone else back. The individual threatens the common good because they won’t go along with the program, the program everyone else has decided upon, which is what is best for everyone.

There are several immediate problems with this logic. It is a string of loaded assumptions and false equivalencies: first, it equates the philosophy of collectivism with the idea of prosocial motivation; secondly, it equates prosocial behavior with conformity to the collective voice.