On the erosion of a shared moral code

Religion has historically provided a cross-society moral code that is by and large subscribed to by the masses. It creates by faith or by fear a shared sense of what is 'right' and 'wrong'. The social norms created through such a system can be (and have been throughout history) used for both good and bad. Indeed, there are instances where the agreed moral code has been contravened by those within the institution - I'm thinking here of paedophilia within the Catholic Church. However at the same time, the Christian teaching of God as Love has been used to encourage compassion and charity within the community.

I am not religious myself and I do not believe that such a framework for society's moral code is perfect, however, I'm not sure that what we have today is any better. 

As the mainstream move away from religion there is the simultaneous breakdown of a shared moral code at a cross-society level. Individuals or clusters of people (sub-communities / cultures) create their own unique sense of morality and as a result the individual or the sub-community become the sole point of reference and/or verification for what is moral. Indeed, post-modernity has placed ‘truth’ (and I would argue morality) solely with the individual and thus one person’s truth or sense of morality is just as valid and authoritative as the next person’s.

Of course, like the examples of Christianity above, this secular system has both good and bad sides. An individual's or a sub-community's sense of what is right may lead to societal change such as the passing of legislation to allow same-sex civil unions, but it may equally be used to authorise hate crime camouflaged as freedom of speech. What is morally right or wrong depends on one's perspective and with the fracturing of a cross-society shared moral code it is easier to advocate for one's own agenda with the likelihood that there will be someone else out there with a similar perspective willing to support your cause. 

Again, I must stress that there are, in my view, positives and negatives to both the traditional religious and the indiviudalist systems.

My fear with the individualisation of morality however, is what happens when advertisers prey on the vulnerability of the individual. By targetting their marketing to those with a more lax sense of what is good / bad / right / wrong for the wider community, advertisers indulge, justify and perpetuate a moral code that is inherently self-centred. This has resulted in the proliferation of advertising that is focused on the individual – the ‘me’ / ‘I’ / ‘my’ generation of advertising. Individuals without a society-wide outlook are enticed by the advertising that appeals to them and their individual needs, thus having no qualms about indulging their selfish wants while ignoring the needs of wider society.

The capitalist system’s premise of competition and ‘getting ahead’ further validates this selfishness and serves to erode the moral code of those individuals with a more society-wide outlook as they are seen to be losing out. As the sayings go, “nice guys finish last” and "eat or be eaten". Taken to its extreme, this system would result in a society devoid of compassion, charity and empathy.

Thankfully we are not there yet but my concern is that if the advertisers had there way, that is where we would end up. It seems to me that there is a moral power struggle going on between those promoting indulgence of one's selfish wants and those promoting the fulfillment of societal needs. As is so often the case, the choices we make on a daily basis become the expression of where we sit in this struggle.