There's a really interesting difference between stories and photographs. Photos aren't very selective about what they capture. Take a photo of you and your mates on a night out and there'll always be bits in it that you weren't really interested in. You'll have snippets of other people on the dance floor, the edges of the bar, even someone photo-bombing. Even if you cropped the photo so that it only showed your mates and some of the background venue, you'd still have excess. You surely wouldn't be too interested in your mate's little finger. The photo isn't supposed to be a photo of your mate's smallest digit, it's a photo about the group of you having fun. Yet there it is in the photo all the same.
Stories aren't like that - they don't reveal every detail of what's going on. In fact it is the mark of a bad story if it tells you too much needless trivia. Harry Potter would have hardly benefited had every trip to the loo been recorded (I recall a fair bit of bathroom time in Chamber of Secrets but nothing on an excessive scale). Of course JK Rowling does not intend us to think that her characters never heard nature call. It's just that the story doesn't need to go there. It isn't about that. Such things are not important in the Potter universe and the story draws attention to that which is.
We can learn a lot about what a person thinks is important by the kind of stories they like to hear. Tell the same story to two different people and one may want to hear about the kind of world the main characters live in: it's terrain, politics and history - and the other may want to know about the thoughts and feelings of the characters. But more than that, I think that what a people sees as important, what values they have, is determined by what grand story they believe about the world.
If you think that life is about doing good things to please God then you are likely to place a large emphasis on keeping rules. If you think that life is about loving your friends and family, then you'll place a large emphasis on spending time with them and maybe spoiling them. If you think that life is about being one with nature then you'll probably think animal rights are particularly important.
Now probably most of us feel a little uneasy about the boldness of this advert. We wouldn't really want to affirm that its message is what we actually believe. But perhaps we're not so far from it as we think. After all, marketing that conveys this self-affirming sentiment is common-place ("you're worth it", the iPod and iMax, "my Northampton county council", Facebook's encouragement to use timeline to share your story). Do we really think that these adverts exist without reflecting the broad cultural mood? Of course, we all think we're the ones that adverts are wasted on. We don't really think we base our consumer choices on the obviously false notions that adverts portray. After all who buys Lynx deodorant honestly thinking that after a couple sprays flocks of women will be fighting over you? But the advert isn't asking you to accept that what it portrays is literally true. It merely connects the product with a certain sentiment or feeling we hold unconsciously. Nobody thinks that advertising gets them. Have you ever heard somebody say "yeah I bought that car because the advert made it look really cool"? Of course not. But since companies probably aren't spending millions on advertising for no reason, I'd say we don't know ourselves very well. I think we really do believe that the self is one of, if not the crucial character in the grand story of life.
The Western Grand Narrative
The master narrative held in the modern west is a historically perculiar one. It is that fundamentally there are individuals, not communities. And what life is about is these individuals discovering who they truly are deep down, or constructing who they truly are, and then living out this identity as authentically as possible, staying true to oneself, expressing oneself.
Living with this sort of narrative has many consequences and not all of them I fully understand. But many of the ones I do understand I have experienced as negative. While I'm not sure I'd advocate a full-blown collectivism as a corrective, I am certain that the amount of emphasis given to the self in the West is destructive.
First of all we should understand that traditional wisdom has always been against emphasising the self over the other. Love is seen as laying down one's rights to serve the other, not stubbornly asserting one's rights to self-expression. I take my life experience as having shown the light in this wisdom. But there is also a philosophical insight that might explicitly expose self-focus as self-defeating (pun not intended!) Consider that we tend to be happy (at least briefly) when something has gone as we wanted it to. We are happy when our team wins at football, or when our daughter gets good exam results, or when our friend marries a worthy lover. But when the satisfaction of the self's desires is the wanted thing, then you'll only be happy if you're satisfied. But surely, a large part of the self's desires just is to be happy. In which case, you'll only be happy if you're happy, and so happiness is impossible to attain unless you already have it!
The other drawbacks I'm not sure I can demonstrate at this stage, but I've certainly felt their sting in my life. Because this modern form of identity is inward-looking and primally disconnected from others and the external world (as opposed to outward-looking views of identity held by the majority of people who have ever lived) I've fell into excessive introspection (examination of self) that has often left me feeling lost and utterly unsure of what I actually think or feel. This disconnect has also made it hard to truly experience the world outside the mind as really there, impacting reality. As such what really brings a sense of being alive is just internal emotional states - high doses of intense feeling, drawn from music or some other art. It is what Andrew Fellows calls "waking the ghost" of the modern self and the principle of "intensity over profundity." The pain of others expressed through art is used merely as a drug to bring an emotional high. But perhaps the worst thing of all is how other people end up used merely as a mirror to reflect back positive images of yourself. Concerned with expressing the right sense of self, everything becomes centred around how you appear to others. When they see you favourably, you feel great, when they don't you feel awful. And there's no proper engagement with them as human beings that have their own genuine concerns and feelings. In that social situation their purpose is to enable you to feel good about your self. All this troubles me significantly.
I want to live a deeper story. A narrative larger than myself that pulls me out of myself and put things in the proper perspective. I want to absord the Christian narrative better so that I see that I am not the main character. I play a very small part of something much much bigger - something that spans the whole of history and the cosmos. A story that is grand in scale and is ultimately about a person far more wonderful than I. A story that truly is the greatest and most important that could ever be told.