Cultural Narcissism

Jean M. Twenge and W. Keith Campbell’s article “Look at Me on MySpace: Web 2.0 and the Quest for Attention” asks us to wonder about the growing concept of cultural narcissism due largely in part by social media platforms in the post-2004 internet world which they refer to as Web 2.0. They offer several key points that are important to know and they explain why. One of the major issues that is discussed is that personal pages on social media are many times an exaggeration of who the person is. Most of the time a page promotes what the person wants the world to know about them even if it is untrue (164). Another big issue that is discussed is that social media platforms are promoting unsettling messages among users, all of which are tied to entertainment, exaggeration, consumerism, and sexuality (165). Twenge and Campbell note that relationships in real life are becoming meaningless because it is easy to engage in superficial conversations online (168). While young people seem to be more negative towards others who lack interest in what they like, those same individuals are still concerned with having a lot of friends on social media (172). Twenge and Campbell are concerned with crass commercialism and social networking becoming more about fame, advertising, and business opportunities. Ultimately, they are not terribly convinced that the main goal of social media is to unite society, but rather keep us apart (168).

Twenge and Campbell are trying to point out the enormity of the issue we are facing about the seemingly endless narcissistic possibilities on social media. Many applications are starting with my, such as My Yahoo and My Times which reveals the attractively selfish nature of these names and people seem to prefer them (165). Unfortunately, users seem to exaggerate certain characteristics of themselves as well as desires they may have (171). Twenge and Campbell are clearly bothered by this idea and highlight the view point of Candice Kelsey who is a high school teacher and author of the book Generation MySpace (165). Kelsey is concerned that the messages young people are receiving from social media are “I Must Be Entertained All the Time, If You’ve Got It Flaunt It, Success Means Being a Consumer, and Happiness is a Glamorous Adult (with adulthood defined primarily in terms of sexuality)” (165).

Considering the interconnectedness of the issues represented in the article, Twenge and Campbell offer further insight into a few troublesome notions. For instance, users seem to be more concerned with the appearance of page layouts and attractiveness of the people they are networking with. This creates meaningless communication which then translates to meaningless relationships (168). Users are becoming more concerned with their status and less concerned with the feelings of others (173). This is most likely because courage is gained when there is no need for real life conversation. If a user does not like someone because they do not share similar interests, they can say so online without any uncomfortable confrontation or repercussion. Another issue that is a concern of Twenge and Campbell’s is that social networking, which they don’t find to be very social, is now becoming more about advertising and business also (172). For example, “Virtually every MySpace page has been hit with postings advertising ringtones, porn sites, prescription drugs—anything that can make a buck” (172).

Twenge and Campbell note that although there are certain benefits to Web 2.0 such as the collaboration possibilities because of e-mail and the ability to keep in touch with loved ones, there are undeniable issues caused by the infinite internet and social media world (178). It is important for society to admit their part in the growing success of these platforms and to be aware of the affects they are having on forming meaningful relationships. In todays fame and acceptance motivated culture, it is important to understand the narcissism that has begun. Users are finding it more and more difficult to keep their desire for fame at bay and it is creating a society obsessed with all things selfish. Twenge and Campbell share a powerful thought at the end of their article, “Internet without rampant narcissism would be a much better place” (178).

Twenge, Jean M., and W. Keith Campbell. “Look at Me on MySpace: Web 2.0 and the Quest for Attention.” pp. 164-178.