Angine de Poitrine with René Lussier and Robbie Kuster, and S.R.U.F, Club Soda, 18 April 2026

“The meaning and potential achievement of a group composed of two people cannot simply be transferred to a group entity consisting of an undetermined multitude of people.”
— Siegfried Kracauer, “The Group as Bearer of Ideas”

In every age, certain ideas ebb and flow, rising and falling in patterns which we might describe as “spirit.”

Individuals originate ideas that other individuals take up and share. Together, these individuals form groups that realize ideas to a lesser or greater extent in the material and virtual world. Individual ideas alternate in impact based upon group behaviour.

The Germans, of course, have a more specific word for this phenomenon — “zeitgeist” — combining the words for time and temperament, refining the precise meaning as the spirit of the moment.

We tend to believe that any given idea’s popularity is a marker of its value. That is why we are concerned with bestsellers lists for books, and musical top ten charts, and box office figures for films. The greater number of individuals that adopt and echo an idea, the more we revere that idea and find it fascinating and might want to participate in it. This is how ideas gain momentum and become the spirit of an age, the zeitgeist of a culture.

Nonetheless, whether an idea is good or not is independent of its popularity. Some terrible ideas historically garnered immense traction, and other great ideas missed their original moment entirely. Vincent van Gogh was overlooked during his lifetime, only to be subsequently reconsidered a genius. Yet, enough Germans supported Adolph Hitler to make his ideas among the 20^th century’s defining zeitgeists.

Popularity, then, is not the metric upon which history should or does evaluate ideas.

The Torlonia Collection: Masterpieces of Roman Sculpture, Montreal Museum of Fine Arts, Until 19 July 2026

“Politically, we are still stuck in the systems of thought of the Greek and Roman slave states, no matter how much we rant about ‘democracy.’”
—Wilhelm Reich, The Mass Psychology of Fascism

There are two extremes that form the polarities of an idea’s popularity: everyone is doing it, and only one individual is doing it. Somewhere along this continuum is where most ideas are located.

The notion, however, that individuals are free to take up certain ideas or not is illusory. There comes a moment in the lifespan of any extremely popular idea in which ignoring it is no longer an option. Disregarding a big idea can have consequences that adversely affect individuals and ostracize them. There is a stigma against not going with the crowd. And nobody wants to be the only one to have missed out on a good idea.

Social status is often linked to an individual’s enactment of popular or unpopular ideas. But there is just as often an inverse correlation between status and popularity. Coca-Cola, which everyone consumes, commands a lower rank than niche, artisanal beverage brands. Until the artisanal brand gains popularity, it is associated with a sense of discernment and taste.

The margins of society are always the testing grounds for mass culture. It is popular to hold unpopular opinions. Which unpopular opinions become integral to the zeitgeist, and how, is an alternative definition of democracy.

Paola Pivi: Come check it out Lies lies lies, Centre PHI, Until 13 September 2026

“Success is fatal.”
—David Riesman, The Lonely Crowd

Establishing an idea in absence of an alternative is the realist’s strategy to reinforce an idea’s popularity. Capitalism is the obvious example, the mode of economic organization proper to a monolithic spiritual culture.

However, capitalism exhibits another curious paradox: it functions on the everyone-is-doing-it extreme of the popularity spectrum, but it trades in the only-one-individual-can-do-it cachet that characterizes the egoist zeitgeist at the other end.

Capitalism masks its social construction beneath a veneer of atomized self-actualization. The second-order paradox that acts as capitalism’s failsafe is that the alternative to individual success must necessarily be collective failure.

Bizet’s Carmen, Opéra de Montréal, Salle Wilfrid Pelletier, 2-12 May 2026

“Without delirium and confidence, capital could not function.”
—Mark Fisher, Capitalist Realism

Ideas can produce addiction as powerful as any drug. And like drugs, ideas can be synthesized and purified down to their most potent forms.

In fact, simplicity is the hallmark of many of the world’s most addictive ideas. High-concept narratives and three-chord pop songs tend to resonate most deeply in the subconscious, as infectious as nursery rhymes, encouraging repetition and positioning themselves perfectly for mass approval. As the center reinforces itself and self-organizes, the margins are cleaved away like corn husks, exposing the chaotic uniformity of the kernels.

Art Souterrain, Place Ville Marie, Until 10 May 2026

“I could leave you, say goodbye
Or I could love you, if I tried
And I could
And left to my own devices, I probably would.”
—Pet Shop Boys, “Left to My Own Devices”

Virality in our era is synonymous with zeitgeist. Memes today, more than any other medium, capture the spirit of the moment.

In January 2026, a clip from Werner Herzog’s 2007 documentary Encounters at the End of the World went improbably viral. The scene depicts what Herzog describes as a “deranged penguin” running away from the colony and apparently towards certain death. The clip became a meme and was shared on social media by the Trump administration in the context of the U.S. president’s threats to annex Greenland.

The impetus to defy acceptable behaviour exemplified by this meme is portrayed as simultaneously admirable and suicidal. And yet, the nature of mimesis is a kind of mob mentality, the fuel of smouldering populist movements that are perennially in danger of igniting into fascism.

What would happen if everyone went in their own direction, like so many deranged penguins, heading toward an uncertain future, but certain that the popularly prescribed future is untenable? Some adherence to the crowd ensures our collective survival. Too much can doom us en masse. But not enough could doom us individually.

Perhaps a clue emerges in the maturity of ideas. In addition to their popularity, we are inclined to give more symbolic weight to progressive ideas over traditional ones. Novelty and contemporaneity are prized as innocent and original and uncorrupted by time.

A “progressive” polity, writes Richard Sennet in The Culture of the New Capitalism, “is one in which all citizens believe they are bound together in a common project.” Sennet elaborates: “The new institutional order eschews responsibility, labelling its own indifference as freedom for individuals or groups on the periphery.”

The truth is, there are no peripheral groups or individuals. There are only black polka dots or white stripes.◼︎

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_{Cover image: Angine de Poitrine perform at Club Soda 18 April 2026. Photographed for NicheMTL.}