Humans are Herd Animals - the dearth of individuality in mass culture

by Edward Hushqua Do you think like a horse? Professor Edward Hushqua argues that most of us do. We are happy to follow someone else's lead. Hushqua examines every aspect of daily life, including our diet, wardrobe, home decoration, recreational activities, career choices and even our sexual life and shows how narrow and stereotyped are our choices. Individuality in modern culture amounts to nothing more creative than choosing between a few competing brands. The slavish life of the average person contrasts with the innovative lifestyles of people Hushqua calls "cultural rebels." They follow their own lead and in the process inject the culture with pockets of originality. Alas, mass culture ultimately conscripts their creativity, converting their fresh innovation into another style for mass consumption.