Everybody is unique or so he or she thinks. In view of this it is a bit strange that we want to be like the others who are in our reference groups, or at least that we don’t want to be too different from them. A recent study has shown again that just the marginal members of a group stress that they belong to it while the more central group members – who are known as such – don’t feel the need to do so. This is especially the case if the group one wants to belong to has a higher status or cultural value, for then it enhances your self-esteem and your prestige.
The case just indicated is an instance of trying to make yourself unique by presenting yourself as being the same as others. Just because you are like your significant others you are something special and, for example, if you are a businessperson it’s worth to use just your services. In a reverse way it is this idea that is employed as a trick in advertisements promoting the use or sale of the services or products of this or that company: “Buy our ... and be different/unique” is a kind of slogan everybody knows. And because most of us want to be different (although not too much, but anyway just a little bit) and want to have or show a bit of his or her own (but again not too much), we follow the slogan and buy the unique .... (fill in: clothes, smart phone or what you like), not realizing that millions of people think so and do so. The result is that we become unique with the millions. “Do like the others and become yourself” as Marc Augé expresses this idea in a different context. And isn’t just this what we want? For actually most of us feel themselves most at ease in the herd and feel themselves uncomfortable when leaving it.
But really unique is one who does like herself and invents her own way, or at least a little bit and as long as it goes, of course.Sources: http://www.psychologicalscience.org/index.php/news/releases/group-identity-emphasized-more-by-those-who-just-make-the-cut.html and Marc Augé, Non-Lieux, Paris: Seuil, 1992; p. 133.