O 'Selfie'! O Narcissus: The Mythologico-cultural Imposition of Late-capitalistic Tools in the Present Digital World

Abstract

The paper propounds that the late-capitalistic tools were imposed in the oncecolonialized countries through establishing a myth in the arena of Cell phones. The paper, taking only individual (?) selfies into account, endeavours to discover how a selfie (a photograph that one has taken of oneself, typically one taken with a Smartphone or webcam and shared via social media) is being used by some Late-capitalistic powers or some multinational companies/ organizations to promote the narcissistic idea of beauty in order to run their products in the market. Secondly, it delves into the means through which late-capitalistic powers are controlling people by making them victims of advancing digital world. In doing so, the paper incorporates Roland Barthes' Mythologies, Fredric Jameson's idea regarding the relationship between postmodern society and "late capitalism" and Theodor Adorno and Max Horkheimer's "The Culture Industry: Enlightenment as Mass Deception".