This is interesting.
David Brooks sifts through findings based on Google’s database of books published between 1500 and 2008 to see how frequently particular words were used at different epochs and then tells a story about how this reflects society’s cultural changes over time.
The first element in this story is rising individualism. A study by Jean M. Twenge, W. Keith Campbell and Brittany Gentile found that between 1960 and 2008 individualistic words and phrases increasingly overshadowed communal words and phrases.
That is to say, over those 48 years, words and phrases like “personalized,” “self,” “standout,” “unique,” “I come first” and “I can do it myself” were used more frequently. Communal words and phrases like “community,” “collective,” “tribe,” “share,” “united,” “band together” and “common good” receded.
A study by Pelin Kesebir and Selin Kesebir found that general moral terms like “virtue,” “decency” and “conscience” were used less frequently over the course of the 20th century. Words associated with moral excellence, like “honesty,” “patience” and “compassion” were used much less frequently.
The Kesebirs identified 50 words associated with moral virtue and found that 74 percent were used less frequently as the century progressed. Certain types of virtues were especially hard hit. Usage of courage words like “bravery” and “fortitude” fell by 66 percent. Usage of gratitude words like “thankfulness” and “appreciation” dropped by 49 percent.
FJP: Granted the narrative he constructs based on these findings—that society has becoming more individualistic and less morally aware, for example—is prone to confirmation bias (which he admits), but it’s interesting to think about nonetheless.
Bonus: Explore the Google Books Ngram View here.