Social Media: The Coke Bottle of the Modern World
In the 1980 classic film *The Gods Must Be Crazy*, the peaceful rhythm of a remote African bushman village is shattered when an empty Coca-Cola bottle mysteriously falls from the sky (actually thrown from a single-engine plane flying above). For a community that lived in harmony, sharing everything and having no concept of personal ownership or competition, the sudden appearance of this foreign object brought unexpected turmoil. What was once a tranquil, cooperative society became a battleground for possession, sparking jealousy, conflict, and a desire for something none of them had ever needed before.
Today, social media mirrors this disruptive force. Like the Coke bottle, it has fallen into our lives seemingly out of nowhere, offering great potential but also unsettling our sense of peace, connection, and self-worth.
The Pre-Coke Bottle Harmony
The bushmen in the film lived a simple, harmonious existence. They had no notion of time as we understand it, no possessions, and no sense of lack. Their days were filled with hunting, gathering, and storytelling under the stars, with everyone contributing to the well-being of the group. Every object in their environment served a clear purpose, and their lives were free from the complications of envy or competition.
Similarly, before the advent of social media, our lives—though not as isolated as the bushmen’s—had a certain rhythm and simplicity. Social interactions were direct and unmediated, comparisons were limited to those in our immediate environment, and our sense of self-worth was shaped by real-life relationships and tangible achievements.
The Arrival of the Bottle
When the Coke bottle fell from the sky, it was first seen as a gift. Its shiny, smooth surface was unlike anything the bushmen had ever encountered, and its potential uses seemed endless. They used it to grind grain, create music, and even as a tool for crafting. But what initially appeared to be a blessing soon revealed its darker side.
Because there was only one bottle, conflict began to arise. Children fought over it. Adults became possessive. For the first time, the concept of scarcity—of not having enough—entered their world. The bottle introduced jealousy, selfishness, and frustration, emotions that had been absent from their lives. The harmony of the village was fractured, and the once-peaceful community found itself at odds over something they hadn’t even needed before its arrival.
Social Media’s Parallel Disruption
Social media followed a similar trajectory in our world. When platforms like Facebook, Instagram, and Twitter first emerged, they seemed like incredible tools for connection, creativity, and communication. Suddenly, we could reconnect with old friends, share our lives instantly, and access a world of information at our fingertips.
But much like the Coke bottle, social media introduced new dynamics that disrupted our inner and outer lives. Where once we were content with our own journeys, we began comparing ourselves to carefully curated images of others. The platform algorithms, designed to amplify engagement, fed us a steady diet of envy-inducing content: the perfect vacation, the dream job, the most enticing restaurant experience, the flawless family.
The result? Jealousy, insecurity, and a relentless pursuit of validation. Likes and followers became the modern version of the Coke bottle—objects of desire that fostered competition and undermined our peace. Just as the bushmen’s concept of value was reshaped by the bottle, our own sense of self-worth became tied to metrics that had never existed before.
Scarcity and the Fragmentation of Time
The bushmen’s life was governed by the natural flow of days and seasons. The Coke bottle, however, introduced a new kind of urgency—an awareness of possession and lack that disrupted their timeless way of being. Similarly, social media has fragmented our sense of time. Notifications, endless scrolling, and the pressure to post have tethered us to devices, pulling us out of the present moment.
Finding Resolution
In the film, the bushman ultimately decides that the Coke bottle is too destructive to remain in their village. He sets out on a journey to return it to the gods, believing this will restore peace to his people. While we can’t discard social media in the same way, we can take inspiration from his wisdom.
The challenge is to recognize social media for what it is—a tool, not a measure of our worth (see Demi Moore's Golden Globes acceptance speech )- . We must set boundaries, cultivate mindfulness, and prioritize real connections over digital validation. By reclaiming our time and refocusing on what truly matters, we can ensure that social media enhances rather than disrupts our lives.
Just as the bushmen learned to live without the bottle, we too can learn to live with social media in a way that preserves our peace and harmony. The gods may have given us this modern Coke bottle, but it’s up to us to decide how much power it holds over our lives. "Just put down the measuring stick!"
