People will aspire to become nothing.



Søren Kierkegaard : Philosopher
"More and more individuals will, because of their indolent bloodlessness, aspire to become nothing, in order to become the public, this abstract whole, which forms in this ridiculous manner: the public comes into existence because all its participants become third parties." - Søren Kierkegaard, 'The Present Age and the Difference Between a Genius and an Apostle'
The individual will disappear within the collective public, through a social process of leveling. The active participation of the public is abstracted by the media, created a increasingly passive society of spectators.


Søren Kierkegaard, The Present Age and the Difference Between a Genius and an Apostle, (1846). trans. Alexander Dru (New York: Harper Torchbooks, 1962).


http://www.marxists.org/archive/marx/works/1845/german-ideology/