The “selfie,” a self-portrait taken with a mobile phone, is part of a marketing strategy that’s hard to escape these days. “Personal branding,” the artificial construction of a self-image, is everywhere; its reach multiplied tenfold by the use of digital in general and of social networks in particular. With selfies, we can sit back and revel in ourselves, like Narcissus admiring his reflection in a thousand mirrors. Our numeric identity ends up being a mask, as the image becomes a market…with deep consequences on identity construction and self-esteem for the youngest.

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