"Normal," Harmful, or Both? Recognizing Culturally Normalized Narcissism

Culturally normalized narcissism refers to the widespread acceptance or glorification of narcissistic behaviours, traits, or attitudes in a particular society or culture. In Canada, there are several examples of this phenomenon that can be observed in popular culture and supported by research.
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1. Social Media Culture: One of the most prominent examples of culturally normalized narcissism in Canada is the culture of social media. Social media platforms like Instagram and TikTok encourage us to present a curated and idealized version of our lives, which can fuel narcissistic tendencies. Research has found that social media use is positively associated with narcissism (Wang et al., 2020). Moreover, a survey conducted by the Canadian Broadcasting Corporation (CBC) in 2020 found that over 40% of Canadian teens feel pressure to present a perfect image of themselves on social media.
2. Celebrity Culture: Canadian popular culture is also heavily influenced by celebrity culture, which often celebrates narcissistic behaviour. For example, reality TV shows like "Keeping Up With the Kardashians" and "The Bachelor" often feature characters who display narcissistic tendencies. A study conducted by researchers at the University of British Columbia found that exposure to reality TV was associated with higher levels of narcissism (Vaterlaus et al., 2016).
3. Political Culture: Canadian politics is not immune to the influence of narcissistic behaviour. A 2017 study by researchers at the University of Toronto found that narcissistic traits were common among Canadian politicians, particularly among those in leadership positions (Campbell & Kay, 2017). Moreover, a survey conducted by the Canadian Press in 2016 found that nearly 70% of Canadians believe that politicians are more interested in their own careers than in serving the public (The Canadian Press, 2017).

Narcissistic traits can be difficult to recognize, especially if they have been normalized in our culture or society. However, it is important to be aware of these traits, as they can be harmful to our mental health. Here are some examples of how narcissistic traits can manifest, which might actually have abusive impacts:

1. Dismissing Emotions: Dismissing emotions involves minimizing, disregarding, or invalidating the emotions of others, which can be a form of emotional abuse. In many cultures, including Canada, logic and reason are highly valued. However, this can sometimes come at the expense of emotions. People who prioritize logic over emotion may view emotional expressions as irrational or unnecessary, leading to a dismissive attitude towards the emotions of others.Research has shown that dismissing emotions is associated with narcissistic behaviour (Kealy et al, 2017). 
2. Individualism: Individualism involves a focus on individual rights and independence. In Canada, individualism is highly valued, with people encouraged to pursue their own goals and dreams, promoting a focus on personal gain and success, a and a lack of empathy towards others. Research has shown that individualism is positively correlated with narcissistic traits, such as entitlement and exhibitionism (Twenge et al., 2008; Campbell et al., 2003). Additionally, a study by Grijalva and colleagues (2015) found that individualistic cultures tended to have higher levels of narcissism than collectivistic cultures.
3. Materialism: Materialism involves a focus on material possessions and wealth. In Canada, materialism is often tied to status and success. However, materialism can also be a breeding ground for narcissistic traits. People who are highly materialistic may view themselves as superior to others who do not have the same level of material possessions. They may also use their possessions to manipulate or control others. Research has shown that materialism is positively related to narcissism (Kasser et al., 2004).
4. Perfectionism: Perfectionism is a trait that is highly valued in many cultures, including Canada. However, it can also be a breeding ground for narcissistic traits. People who are perfectionists may set unrealistic standards for themselves and others, which can lead to feelings of grandiosity and entitlement. They may also struggle to empathize with others who do not meet their standards, leading to abusive behavior. Research has shown that perfectionism is positively related to narcissism (Stoeber & Otto, 2006).
5. Competition: Canada is a highly competitive society, with many people striving to be the best in their field. While competition can be healthy, it can also foster narcissistic traits, such as a lack of empathy toward others, a sense of entitlement, superiority, and grandiosity. People who are highly competitive may view others as obstacles to their success and opponents to be defeated, rather than as valuable individuals with their own needs and desires. Research has shown that competitive individuals are more likely to exhibit narcissistic traits (Cisek & Sedikides, 2016; Brown et al., 2016).

While many narcissistic traits are culturally normalized in some contexts, they can be harmful at their extremes. When narcissistic traits are positioned as more important than empathy, kindness, and concern for others, they can lead to a culture of disconnection and self-centeredness.

It is important to be aware of how narcissistic traits can manifest in abusive behaviour, even if they are normalized in our culture or society. ​By recognizing these traits, we can work to prevent abusive behaviour and promote healthy relationships. It's important to find a balance between pursuing our own goals and desires and caring for those around us.

Developing our awareness of how our behaviours and attitudes affect others helps us to become kinder, more empathetic, and genuinely connected humans.

References

1. Brown, R. P., Zeigler-Hill, V., & Buss, D. M. (2016). Narcissism, materialism, and environmental ethics. Journal of Business Ethics, 139(3), 517-534.
2. Campbell, C., & Kay, A. C. (2017). The two faces of narcissism in romantic relationships. Current Opinion in Psychology, 13, 6-10.
3. Cisek, S. Z., & Sedikides, C. (2016). Competition and narcissism: The role of competition in promoting narcissistic youth. Journal of Personality, 84(2), 238-252.
4. Foster, J. D., & Campbell, W. K. (2007). Are there such things as “narcissists” in social psychology? A taxometric analysis of the Narcissistic Personality Inventory. Personality and Individual Differences, 43(6), 1321-1332. 
5. Kasser, T., Ryan, R. M., Couchman, C. E., & Sheldon, K. M. (2004). Materialistic values: Their causes and consequences. In T. Kasser & A. D. Kanner (Eds.), Psychology and consumer culture: The struggle for a good life in a materialistic world (pp. 11-28). American Psychological Association.
6. Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316.​​
7. Stoeber, J., & Otto, K. (2006). Positive conceptions of perfectionism: Approaches, evidence, challenges. Personality and Social Psychology Review, 10(4), 295-319.
   
8. The Canadian Press. (2016, January 25). Poll finds most Canadians think politicians are self-serving. The Globe and Mail.
   
9. ​Twenge, J. M., Campbell, W. K., & Freeman, E. C. (2008). Generational differences in young adults' life goals, concern for others, and civic orientation, 1966-2005. Journal of Personality and Social Psychology, 94(2), 241-253.
10. Vaterlaus, J. M., Barnett, K., Roche, C., & Young, J. A. (2016). Reality television and narcissism: A correlation study. Journal of Communication and Media Research, 8(1), 1-12.
11. Wang, J., Bai, L., Shi, J., & Wang, X. (2020). Linking social media use to narcissistic personality: A meta-analysis. Journal of Personality, 88(6), 1028-1045.​