Loving Labels – Others’ Labels

We take pride in knowing names and labels because they serve as a powerful form of social currency. Even though we didn’t create the products or the words ourselves, knowing them signals our status and gives us mastery over others as they prove we belong to a specific group – we’re an insider, signalling wealth, taste or higher education.

Categorising the world gives an illusion of confidence. To be able to name something bolsters our self-esteem as we experience a sense of competence and control over an otherwise chaotic world.

Names and labels are highly efficient. Saying “I drive a Tesla” communicates a massive amount of data (electric, modern, expensive, tech-focused) in two syllables. We take pride in knowing these labels because they allow us to communicate complex social ideas instantly – to the gullible.

“I drive a Tesla” is not about the Tesla; it’s about the I. It’s the same as saying, “I follow Padmasambhava. I belong to the Nyingma tradition and I go on Kundalini retreats …”

It’s all about an I.