A year ago I read about this interesting theory that argued how modern societies tend towards a more egoist and individualistic code of ethics in comparison to tribalistic and ancient societies, such theory argued that modern societies tend towards moral egoism, especially since Lutheranism and the Catholic Reformation, because it's very difficult for an individual to control the behaviour of his peers in society and certain kinds of altruistic behaviour are not only harmful for the individual but also harmful for society as a whole.
I find this extremely interesting because I'm seeing around me how online jargon like "cuck", "simp" or "whiteknight" are used outside of their original sexual and/or memey context, more precisely, they are used to shame altruistic behaviour that is perceived as pathetic or unhelpful, if you really think about it, calling somebody a "cuck" because he cares about the wellbeing of 'other people spawn' is activelly discouraging altruistic and selfless behaviour, and I think such jargon linguistically shows the mentality and ideology of most modern people.
Not to mention that certain types of anti-social and callous traits are rewarded in Consumer Culture, you can see such thing in movies and books like American Psycho, Clockword Orange, etc... or in popular songs by the Misfits. Being uncaring is seen as being cool and being ruthless is seen as being strong.
Seems like modern people see showing kindness and empathy as showing weakness.
I'm making this thread because I'm interested in your input in this, and its consequences for sociology and my personal code of ethics.