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One word that explains why the world feels 'deeply off' for so many people

There's a term for this collective feeling so many of us are experience.

If your'e feeling a disconnect, you're not alone.

Many of us, for many reasons, are feeling a deep sense of disconnection between what is happening in the world around us, and how society acknowledges those events…or doesn’t. Whether it’s about climate change or our current political regime or whether or not we’re using technology ethically, there’s this viscerally felt notion that old systems are no longer working. All the while, life seems to be going on as normal. Which can be as crazy-making as any other type of gaslighting.

For those that are feeling this way, that something is deeply off with the world,” author and digital anthropologist Rahaf Harfoush says “you’re not alone.” and inf act, there’s actually a name for this collective feeling. It’s called hypernormalization.

As Harfoush explained in an Instagram video, hypernormalization was a term first coined by historian Alexei Yurchak in his 2005 book Everything Was Forever, Until It Was No More: The Last Soviet Generation. In it, Yurchak described the paradox of living in the Soviet Union before its dissolution in 1991, when everyone knew the system was failing, but since no one could imagine a possible alternative to the status quo, politicians and citizens alike were resigned to maintaining the pretense of a functioning society. Sound familiar?

Years later, filmmaker Adam Curtis took this concept and ran with it for his 2016 BBC documentary, aptly titled HyperNormalisation, which essentially argued that this time period—and events like the rise of Trumpism, Brexit, the War in Syria, and more—was a self fulfilling prophecy of sorts, causing world leaders to give up on trying to reshape the world, and opt instead to establish a similar, albeit “fake” world for the benefit of corporations.

The documentary also posited that the West’s fixation on individualism played its own part in this. By and large people are too concerned with themselves to worry of the greater reality unfolding behind the scenes. The combination results in inexplicable, chaotic events that keep happening, which are either denied, are accepted as normal. Again, this might hit close to home.

Hypernormalisation, Hypernormalisation documentary, documentaryStill from HypernormalisationThe Guardian

As Harfoush explains, hypernormalization today looks a lot like “the disconnect between seeing that systems are failing, that things aren’t working, that structures are crumbling, that society is going through these massive shifts, and yet the institutions and the people that are in power just are like ignoring it and are pretending like everything is going to go on the way that it has.”

“We all know that that’s not true, so you are feeling the discomfort between what you know to be true and how you’re seeing people react to it,” she concluded, reassuring that, “your vibes are not off. Your instincts are not off. There’s a term for it. You’re welcome.”

This insight doesn’t necessarily solve the issue, but it can certainly help us begin seeing things a little more objectively. After all, change doesn’t happen without first exposing the absurdity for what it is.

By the way, you can watch the full version of Curtis’ HyperNormalisation documentary on Youtube.

On July 27, a tweet about a homeless man looking for work went viral.

David Casarez, a web developer and Texas A&M graduate, was looking for work in the Bay Area, where he'd moved to achieve his dream of working in Silicon Valley. Eventually, Casarez had to move into his car because he couldn't afford housing — then it was repossessed. Now he sleeps on park benches.

He took to a crosswalk with a sign and hundreds of copies of his resume. Someone passing by took one and posted it to Twitter.


The tweet was shared over 100,000 times. Casarez told The New York Post that he's since had hundreds of job offers from companies like Google and Pandora. And while he was celebrated far and wide for his grit, the reality of Casarez's situation is far from a fairytale: "tonight, I'll be back on my bench in Rengstorff Park," he said.

On the surface, this story is one of triumph, but it exposes a huge problem in America.

When we read stories like this, we want to feel good about the fact that people help other people (they do!) and that those who are struggling get the support they need (that sometimes happens too!). But there's a problem with that — and it's the fact that support like this isn't built into our communities. And that trend is troubling, especially when so many people need help.

Homelessness is a huge problem. And it won't be solved by virality.

According to the latest statistics, more than half a million people are homeless in the U.S. on any given night. And prevalent myths about homelessness — that it's caused by laziness and not systemic issues, that homeless people just aren't trying hard enough to succeed, or that a job guarantees that one will have a place to live, to name a few — don't help the situation at all.

In order to end homelessness, we must support and call for programs that both create housing and make people feel like they're part of the community. We must take a closer look at programs that offer citizens a universal basic income, comprehensive and accessible health care, and other social safety nets. We must check our own biases about homelessness.

And we must vote to usher in policies that make it easier for all people to have safe and affordable housing — so that in the future no one has to go viral in order to just survive.

On July 18, "Good Morning America" tweeted a link to a segment about a new "trendy baby shower gift."

Instead of more conventional gifts, the story explained, co-workers of new moms are donating their own paid vacation time so that their colleagues can have ample time off after giving birth.

"'It really, really meant a lot to me,'" GMA wrote in its tweet, quoting a new mom featured in the story who benefited from the trend. "I was extremely appreciative and very humbled.'"

Does this story just ... not sit well with you? You're definitely not alone.


People were alarmed that a "trend" like this could be framed in such a positive light in GMA's tweet.

The morning show was flooded with aggravated replies from readers — mostly women — disturbed by how the story reflects a sobering reality about how our society values parenthood.

"This is a horrifying story," the top comment in the tweet's replies read. "Co-workers making up for what employers aren't providing IS NOT A FEEL-GOOD STORY. Damn is the U.S. ever broken."

"One of my friends went back to work the week after having her baby," another reply read. "This shit is ridiculous."

[rebelmouse-image 19346571 dam="1" original_size="750x399" caption="Photo by Samantha Hurley/Burst." expand=1]Photo by Samantha Hurley/Burst.

To be fair, the morning show's on-air segment and online article did a much better job putting the "trend" into context and pointing to Washington's failures when it comes to parental leave policy. But the tweet's wording left many readers cringing at its sunny, lighthearted tone.

One of those readers was Sen. Brian Schatz of Hawaii.

He shared GMA's tweet with his followers, adding that ideally, big-hearted co-workers shouldn't have to provide this "generous baby shower gift" to their friends at work — the law would already guarantee it.

[rebelmouse-image 19346572 dam="1" original_size="633x225" caption="Image via ;Sen. Brian Schatz/Twitter." expand=1]Image via ;Sen. Brian Schatz/Twitter.

Schatz's take is hardly radical, of course. Research suggests that a wide majority of Americans, spanning all political leanings, agree that we need a federal paid parental leave policy.

It's absurd we don't have one already.

The U.S. remains the only industrialized nation without a federal policy mandating new parents get at least some paid time off.

Right now, the Family Medical Leave Act calls for businesses with 50 or more employees to allow parents 12 weeks time off without fear of losing their job. But there's a huge caveat: That time doesn't need to be paid.

While many white-collar workers enjoy paid parental leave benefits, many low-income parents — and, disproportionately, women of color — don't have such benefits through their jobs. They're the ones who are furthest left behind.

But as the Schatz noted to his Twitter followers, we can do something about it.

The good news is, the persistent calls for change have never been louder. A handful of states have passed promising paid-leave policies in recent years, and there's growing demand for the federal government to follow suit. Women are running for office in record numbers, too, giving hope that a potential gender shift in Washington could re-prioritize which issues get addressed in the years to come.

We need to vote to make it happen, though.

Head over to Ballotpedia to learn more about who's on the ballot in your own area ahead of the November midterms, and give your vote to a candidate who will make paid paternity leave a priority in office.

In 2017, the British luxury brand Burberry burned over $37 million worth of unsold clothes, perfumes, bags, and other goods.

And over the past five years, they've reportedly incinerated over $117 million worth.

The luxury brand intentionally destroys their surplus products as an attempt to help protect their brand and stock. According to the BBC, Burberry has been making serious efforts to make their goods appear as exclusive commodities after an uptick of counterfeit items have hit the gray market.


"The reason they are doing this is so that the market is not flooded with discounts," Maria Malone, a fashion business professor at Manchester Metropolitan University, told the BBC. "They don't want Burberry products to get into the hands of anyone who can sell them at a discount and devalue the brand."

But the exposure of this practice has people furious.

Clearly, the brand's priorities can and should be called into question, and people spoke out on social media.

Burberry definitely could've addressed this issue in ways that didn't involve completely destroying their products.

1. They could've slowed production.

While Burberry insisted that "the energy generated from burning its products was captured" — meaning it was done in a supposedly green way — at least a few environmental activists have criticized Burberry for wasting the natural resources used to make their products in the first place.

Lu Yen Roloff, an activist from Greenpeace, said that one way they could've prevented this is by slowing production of items rather than overproducing and destroying the excess.

"Despite their high prices, Burberry shows no respect for their own products and the hard work and natural resources that are used to made them," Roloff told the BBC. "The growing amount of overstock points to overproduction, and instead of slowing down their production, they incinerate perfectly good clothes and products."

2. They could've de-branded and donated the goods to charity.

Others on Twitter suggested that by altering the appearance of their items, Burberry would be able to protect itself from cheapening the brand or enabling counterfeiters.

3. They could've garnered positive publicity by donating to charity.

While this may come off as unsavory, it's still a more conscious alternative to burning. Burberry could've simply donated their items to homeless shelters and other charitable organizations. The PR from such an act would have certainly attracted public attention — and more profit.

Burberry isn't the only brand that uses this practice, but let's hope they see the backlash and consider changing their ways.

Both Chanel and Louis Vuitton have intentionally destroyed their unwanted items to help make their brands remain "exclusive." But in a time where more people are grappling with poverty, food insecurity, and homelessness, these fashion brands should be aware of what kind of message they're sending.

Let's hope they recognize that their impact on the world matters.