Ivana Stojanovic Prelevic

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The paper analyses the influence of selfies on public performance. Contemporary media public is called by some theorists (Rojek, 2015) the “egocentric public”, primarily the users of social networks. Hedonism, consumption and egoism are only some of the characteristics of the modern society, which also points to the characteristics of visual culture. From a philosophical viewpoint as one of the phenomena of visual culture to which special attention is given starting with psychologists, art theorists and communication agents, and all the way to philosophers, the selfie supports the hypothesis that individualism  is characteristic to contemporary culture.

The paper examines the performance strength of the selfie (Senft, Baym, 2015) as well as the characteristics of the modern media public. The methods include the analytical and descriptive methods. The conclusion is that the selfie confirms that contemporary culture is dominated by individualism and that, from a pragmatic point of view, the contemporary media public belongs to the “culture of selfies“ in which the subject simultaneously becomes an object emphasizing  narcissism and the illusionary focus on the other.


visual culture, selfie, media public, performativity, philosophy of individualism, illusion

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