The Instagram algorithm is relentless and can quickly turn a random encounter into a flood of content on your feed. In this case, after a friend sent a video mocking Amadeo Lladós, the influencer’s videos began appearing all over the app. Lladós presents himself as a self-made man who went from being a victim of bullying to generating over $1 million a month as an online coach. His mission is to help people become winners and escape the system to live the life of their dreams. His philosophy mixes stoicism, self-made success stories, secularized versions of Christianity, and material wealth, along with a focus on physical fitness and hard work.
Despite the seemingly frivolous nature of Lladós’s content, his popularity raises deeper questions about our lifestyles and aspirations. His message resonates with many, including the youth in Chile, who prioritize having a job, material well-being, and physical fitness. The current generation views the world as hostile and believes in setting concrete goals rather than dreaming. The quest for self-affirmation in a seemingly meaningless world, coupled with the high cost of living and lack of support networks, has led many to prioritize financial success above all else.
Lladós’s appeal also reflects how some men of this generation respond to the challenges posed by feminism and feelings of inadequacy. Some men may react by embracing extreme forms of masculinity and material success as a rejection of traditional norms. The rise of the incel culture, which promotes physical fitness, disregard for weakness, and the pursuit of wealth, highlights a paradoxical response to feminist critiques of masculinity. The individualistic ethos that pervades society today encourages a focus on personal success and self-reliance while undermining collective values and societal bonds.
From a political and cultural perspective, these shifts represent significant changes that challenge traditional notions of shared values and transcendence. The decline in religious beliefs and communal ties poses a major challenge to leaders seeking to unite society. The rise of individualism and the rejection of external interference in personal life mark a shift towards extreme individuality and a focus on personal success. Lladós’s popularity as a symbol of success and nihilism underscores the tensions within our capitalist society and the search for meaning in a seemingly chaotic world.
Rodrigo Pérez de Arce, a researcher at the Institute of Social Studies, analyzes the implications of figures like Lladós in the context of Western civilization’s struggle with late capitalism. The desire for strong leaders who can impose order and meaning in a chaotic world reflects a broader trend towards individualism and the rejection of shared values. In a society marked by uncertainty and rapid changes, the allure of success stories and self-made individuals like Lladós offers a sense of control and purpose in an increasingly fragmented world.
