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An ‘abyss of self-love’: an analysis of the structural components of Facebook

an analysis of the structural components of Facebook

Carla Zdanow
Nelson Mandela Metropolitan University
Bianca Wright
Nelson Mandela Metropolitan University
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An ‘abyss of self-love’: an analysis of the structural components of Facebook. (2022). Communicare: Journal for Communication Studies in Africa, 32(2), 63-81. https://doi.org/10.36615/jcsa.v32i2.1641
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  • Submited: October 15, 2022
  • Published: October 17, 2022

Abstract

Narcissism is increasingly being regarded as one of the most serious sociocultural problems
of the contemporary era. Indeed, recent studies by Baldwin and Stroman (2007) and Buffardi
and Campbell (2008), among others, have advanced the opinion that new media technologies
– particularly social networking websites – have significantly exacerbated the rise and spread of
narcissism in contemporary society. Based on this premise that social media provide the perfect
platform for the promotion of self-infatuation, this research paper provides a critical analysis of the
potential influence of social media in the development of a widespread narcissistic sociocultural
condition. In this regard, claims that increasingly consumerist, individualist and media-saturated
societies are nurturing a culture of extreme narcissism, vanity and entitlement are examined in
relation to an increase in the use of consumer-orientated new media technologies. In particular,
by examining the structural components of the popular social networking site, Facebook,
this research highlights the connection between the use of this form of new media and the
engenderment of an acutely consumerist and narcissistic subjectivity. That is, the role of new
media technologies in the promotion of narcissistic identity construction is examined as a factor of
particular significance in the formation of contemporary subjectivity. In relation to this, the impact
of online narcissism on the perpetuation and propagation of capitalist isolation, alienation and
insecurity is investigated before some remedial measures ‒ which co-opt rather than negate such
social media ‒ are proposed.

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How to Cite
An ‘abyss of self-love’: an analysis of the structural components of Facebook. (2022). Communicare: Journal for Communication Studies in Africa, 32(2), 63-81. https://doi.org/10.36615/jcsa.v32i2.1641

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