individual

De-Individualization (“the customer” vs. “the customers”)

You often hear it when businesspeople speak. “The customer” instead of “the customers” even when talking about the totality of them. That totality is treated like a single entity, as a type.
That is convenient, because it helps to generalize and to deny the individual interests and thus potentially causes thought patterns of dehumanization to creep into the mind.
It is a common thought pattern in the business world, because ideally the whole customer base is conformant, homogenous. That helps with maximization of efficiency and thus profit. Deviants are inconvenient for that, as is proven again and again not just in the business world, but anywhere where fear reigns, often fueled by big money.

Think about where else you usually find this rhetorical tool for mind (self-)conditioning:
“The Jew”
“The Negro”
“The foreigner”

Note the quite crucial, intentionally left out word “average”. (Which comes with its own set of problems somewhat related to this topic, but is not as severe as when left out altogether.)

Not a coincidence. Same thought pattern. If you saw a group of people as individuals, you’d have to accept the mental effort and practical inconvenience of allowing each individual their relevance.

Marketing has learned a lot from Hitler and such, and Hitler learned a lot from people before his time.

As I often point out: Thought shapes language and language shapes thought.
(That’s the whole point of applied rhetorics.)

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