Not sure how a brief chat with a work colleague today
ended up in us talking about modeling (I’m certainly no candidate) and then
about a fascinating law of Jante. She
was basically telling me how in her home land of Denmark people would not
necessarily embrace the success of a super-model. The more I thought about that the more I thought "how limiting" and might this effect a nation, indeed nations. Could this, for example, explain that car (Volvo) no one wants to drive behind - although that's becoming a thing of the past.
Wikipedia tells us that the Law of Jante is used
colloquially as a sociological term to negatively describe an attitude towards
individuality and success common in Sweden and Scandinavia the term refers to a
mentality which de-emphasizes individual effort and places all emphasis on the
collective, while discouraging those who stand out as achievers.
In
essence this denies the individual the belief that he or she has any
self-worth. It creates an illusion about the collective: The illusion serves to
isolate the individual and make him or her feel lonely, worthless or ostracized
by the community. A strict way of life, of extreme humbleness and so
present in everyday life.
This, it turns out, is a concept created by the Danish
author Aksel Sandemose, who in his novel A fugitive crosses his tracks
identified the Law of Jante as ten rules. Here are the ten rules:
1. You're not to think you are anything
special.
2. You're not to think you are as good
as us.
3. You're not to think you are smarter
than us.
4. You're not to convince yourself that you
are better than us.
5. You're not to think you know more
than us.
6. You're not to think you are more
important than us.
7. You're not to think you are good at
anything.
8. You're not to laugh at us.
9. You're not to think anyone cares about you.
10. You're not to think you
can teach us anything.
So this seriously interesting and touches on the
notion of how cultures make people conform. For example, the Japanese have
a saying, “The nail that sticks up gets hammered down.” That is, act like other
people, don’t show off, or else. These forms of social pressure are
particularly pronounced in hierarchical cultures, as in East Asia, where people
are supposed to know their place, and in small towns, where everyone interacts
regularly with everyone else.
It’s interesting to note that
Sandemose's novel portrays the small Danish town Jante, that was modeled upon
his native town Nykøbing Mors. I’m guessing Danes (and all of us really) have a protracted
period of learning the ways of the world, and we internalize social norms and
folk beliefs, before it occurs to us to ask the critical question of why are
following a particular cultural practice. This is why it is said that, “You
can’t choose your culture. Your culture chooses you.”
So what's it really all about? Is
it an effort of over protectiveness; not wanting anyone to loose, fall
outside of a particular society. Or is it more about being afraid to see others win.
Some will say, the Law of Jante has to a very large extent prohibited development.
If one asks a Swede what is
the most prevalent characteristic of their society, they would probably say,
"We are envious of our neighbors good fortune." The Swedish Institute
of Public Opinion Research found that in a poll conducted of which traits
Swedes identify themselves mostly with, "Envious" was at the top of
the list with 49% of the respondents. What is behind the prevalence of envy in
this prosperous, industrialized, yet intensely jealous nation? Below is Google's search volume index for The Law of Jante, clearly people are searching for answers.
It seems the Law of Jante isn’t
merely a set of laws, it is the very core of the speech of the people, and all that
they say can be argued to go back to the Law of Jante. Envy, despite being a Christian sin, is a
principle part of Jante's law, as the result of breaking this social code means
that your neighbors will despise you for your individuality, uniqueness, or an
excess show of wealth. In fact, one could venture to say that in these
societies, breaking Jante's law is in and of itself much worse than committing
the sin of envy. And so now to Volvo.
Premium-brand
buyers outside Scandinavia love a bit of bling in their motoring diet. They
want to lord it over their neighbours in ways that would breach every one of
the Jante laws. And yet there remains a market for discretion, particularly in
the current climate. These days there’s an air of recessionary restraint that
might just blow some opportunities Volvo’s way. Out of adversity comes
opportunity, and so forth.