We often think of authoritarianism and political violence as something that happens “out there” or in the past—Nazi Germany, Soviet purges, or distant dictatorships. But history tells a different story. It teaches us that authoritarian movements don’t rise to power solely through the iron fist of a single leader. They take hold when ordinary people—neighbors, colleagues, and even friends—begin to rationalize and embrace extremism as a part of daily life.
And they thrive when corporations and business leaders, whether out of greed, fear, or self-interest, go along with it.
This isn’t just a political issue—it’s a crisis of identity and transformation. If we are to resist the pull of authoritarianism, we must recognize the role that our individual and collective selves play in shaping the world around us. The concept of The Emergent Self—the idea that our identity is not fixed but constantly evolving through interactions, beliefs, and experiences—helps explain why some embrace extremism while others reject it. It also offers insight into how we can reclaim agency in a time of rising threats to democracy.
When Hatred Becomes Casual
One of the most chilling aspects of political extremism is how casual it becomes over time. We see it in the way people dismiss blatant threats to democracy, laugh off dangerous rhetoric, or worse—actively support those who incite violence. The normalization of political violence is one of the most dangerous signs of a society slipping toward authoritarianism.
We’ve seen this before. The Brownshirts of Nazi Germany weren’t just radical thugs; they were once regular citizens who, over time, became enforcers of terror. They began by harassing dissenters in the streets, later justifying book burnings, and ultimately accepting mass extermination as necessary. Not because they were inherently evil, but because they had been conditioned to believe they were part of something bigger—something righteous.
Fast forward to today, and we see eerie echoes of that mindset. The attack on the U.S. Capitol on January 6th, 2021, wasn’t just the work of a few extremists. It was enabled by millions who had been primed to see violence as justified, who were told that democratic institutions were their enemy, and who convinced themselves that their actions were patriotic. And now, many of those same people are being celebrated as heroes rather than held accountable.
The Role of The Emergent Self in Extremism
The path toward extremism is not an overnight transformation. It is an emergent process, shaped by an individual’s environment, social influences, and personal fears. People do not wake up one day and decide to support authoritarianism—they evolve into it.
- Fear and Uncertainty Fuel Change – When people feel uncertain about the future, they seek identities that provide security and meaning. Authoritarian movements prey on this, offering a clear sense of belonging and purpose.
- Social Influence Shapes Beliefs – When extremist ideas are repeated by friends, media, and political figures, they become normalized. The Emergent Self is shaped through interactions—what we hear, see, and engage with every day determines how we think and act.
- Cognitive Distortions Strengthen Radicalization – Extremist ideologies thrive on binary thinking: us vs. them, good vs. evil. These cognitive distortions reinforce a belief that violence is justified because the “other” is seen as an existential threat.
Understanding The Emergent Self means recognizing that none of us are static. We are constantly changing. If we can be shaped by propaganda and fear, we can also be shaped by reason, empathy, and truth. But it requires intentional effort to resist the pull of extremism and instead cultivate resilience, critical thinking, and collective responsibility.
Authoritarianism Doesn’t Need a Dictator—It Needs Followers and Corporate Enablers
Trump’s reelection campaign has leaned into openly authoritarian rhetoric. He’s called for mass deportations, promised to be a dictator (if only for a day, as he claims), and embraced dehumanizing language, calling his opponents “vermin.” Historically, this is the kind of language that precedes violence—not just from governments, but from regular people who feel empowered to act.
But extremist movements don’t just spread through political rallies and social media—they spread through boardrooms and bank accounts. Throughout history, business leaders and corporations have often played a crucial role in enabling authoritarianism.
- In Nazi Germany, major companies like Volkswagen, IBM, and Siemens collaborated with the regime, supplying goods and services that fueled its expansion and brutality. Many did so out of opportunism, prioritizing profits over ethics.
- In modern America, corporations are playing their own version of this game, often backing politicians and policies that undermine democracy while claiming neutrality. Whether it’s funding candidates who push extremist rhetoric, supporting voter suppression laws, or failing to take a stand against political violence, their inaction—or active complicity—helps normalize the unacceptable.
Corporate America’s Role in Today’s Extremism
We see this happening now in several ways:
- Funding Authoritarian Candidates: Many corporations and business leaders publicly distance themselves from Trump’s most extreme rhetoric, yet continue donating millions to his campaign and to Republican lawmakers who supported overturning the 2020 election.
- Normalizing Hate Speech: Social media companies, advertising networks, and news platforms have profited enormously from sensationalism, conspiracy theories, and the rise of extremism. Even when they take action, it’s often too little, too late.
- Prioritizing Profits Over Democracy: Some businesses fear alienating their customer base by taking a stand, so they avoid accountability. Others actively court extremism, seeing it as a lucrative market—whether it’s media outlets peddling propaganda or retail brands catering to right-wing nationalist groups.
When companies refuse to take a stand against extremism or continue bankrolling politicians who threaten democracy, they send a clear message: Democracy is expendable, as long as the money keeps flowing.
Can This Trend Be Reversed?
The most unsettling question we face is whether the U.S. has already passed a point of no return. Polarization is at an all-time high, and political violence is no longer a fringe concern—it’s being mainstreamed. Trump’s movement thrives on grievance, fear, and a willingness to bend reality to justify any action in the name of “saving” the country.
But history also teaches us that resistance matters. The downfall of authoritarian regimes has often come not from top-down policies but from the refusal of everyday people—and businesses—to comply. Silence is complicity, and if enough people refuse to normalize hatred—if they call it out, vote against it, demand accountability, and pressure corporations to act—there is still hope.
What Can Be Done?
- Recognize Our Own Role. The Emergent Self means that who we are is not fixed—we can resist the forces that shape us toward extremism and actively choose a different path.
- Demand Transparency from Corporations. Companies should be held accountable for where they spend their political dollars.
- Vote with Your Wallet. Support companies that take a stand for democracy and refuse to fund those that enable extremism.
- Call Out Normalized Extremism. When people in our circles excuse or justify hatred, we have to challenge it.
- Stay Engaged. The greatest advantage of authoritarian movements is public apathy. Staying informed, voting, and supporting independent journalism are all crucial.
We are at a crossroads. The next election isn’t just about policies or party affiliations; it’s about whether we allow extremism to become the new normal. And that decision doesn’t rest with politicians alone—it rests with us.