The culture of narcissism: between individualism and social alienation

Анотація

The article explores the phenomenon of modern culture of narcissism, which is increasingly manifested as an individual trait and a social phenomenon. Particular attention is paid to the impact of this phenomenon on young people in the context of the digital age, where social media, visual culture and digital communication tools have become an integral part of identity formation. The author analyzes how phenomena such as selfies, the cult of popularity, and the constant need for self-affirmation affect young people’s sense of belonging to society and at the same time contribute to emotional and social isolation. The article reveals two main forms of narcissism - grandiose and hypersensitive - and their impact on the behavior of the individual. It also explores the typology of narcissistic personalities, such as elitist, seductive, unprincipled, and compensatory, and highlights their characteristics. The role of social media in shaping the culture of narcissism is also considered, in particular through the phenomena of “narcissist surfing” (constant management of one’s own image on the Internet) and selfie culture. The author emphasizes that a modern person is turning into a “brand,” and his or her value is measured by the number of likes and comments. The article also discusses the psychological consequences of narcissism for young people, including problems with self-acceptance, depression, and social anxiety. The author emphasizes that the pressure to succeed and present oneself perfectly puts an additional strain on young people’s psyches. The conclusions suggest possible ways to counteract the negative cultural and psychological consequences of this phenomenon. Keywords: narcissism, culture, youth, media, social isolation