This is a phrase employed by social entities seeking to enlist adherents. It is used by counselors advising people on how to improve their lives. It is used by 'good causes', 'bad causes', religions, military, non-profit organizations, etc, etc, etc. The phrase has been characterized as a "dangerous meme" as it may lead an individual into situations requiring self sacrifice and even death.

This is a very strong component in the enculturation of USAnians and would seem to be in conflict with two other elemental components of American Culture, the idea of freewill and the insistence on individualism. The conflict may actually be an illusion as both freewill and individualism could also be illusions. I've seen it mentioned that "... the need for individualism coupled with devotion to something larger than oneself is a straightforward consequence of the Protestant Reformation and the theological notion that there should be no mediator between the soul and God and no way to resolve the conflict between them except for faith and hope for grace." (McCreery Anthrol-l correspondence Aug 3, 2010).

For Joseph Campbell, "A hero is someone who has given his or her life to something bigger than oneself." ( http://www.mythsdreamssymbols.com/herojourney.html ) But for Ayn Randians, or "objectivists" as they like to be known, there is nothing bigger than oneself, but "there will certainly be those who use that phrase because they really do want to 'lose' themselves in some 'movement.' They do think themselves small and need the 'movement' to gain a sense of identity, purpose, or existence. They operate on the contradiction that one gains through loss, with one's self the core thing to lose (and then gain through the collective). ( http://forums.4aynrandfans.com/index.php?showtopic=9775 ). Personally I find the "objectivist" attitude offensive and closely allied with what I regard as the single most significant cause of what ails the human population of this planet, greed.

I would like to explore the idea of Something Bigger than Oneself and hope to add to this here. Whether I succeed at this or not we'll see as I find myself in the ironic situation of spending most of my time trying to make a buck.