Dual nature of social-psychological phenomenon of the selfie: a content analysis of survey

The range of views on selfie phenomenon in sociology and psychology is wide, but the bulk of researches relates it to negative pole. The article represents the first phase of empirical research focused at dividing positive and negative features of selfie as a social phenomenon by demonstrating the heterogeneity of “selfie likers” sample and describing the personality peculiarities in total sample subgroups. The first empirical stage was performed by questionnaire method, revealing a dual character of selfie phenomenon. Respondents were asked how they understand “selfie” (a selfie is...) and about their personal attitude to phenomenon (for me, selfie is...). Content analysis of fulfilled questionnaires on basis making selfies and publishing it to social networks frequency has allocated four groups from total mass of respondents. For first group selfie is a way of self-discovery that helps to record actual state of person in external way. The second group uses these pictures for socialization and self-presentation in contemporary society by creating a positive image, reflecting the values and norms of behavior that the respondent joins. Third group sees no differences between selfies and normal photos, using them in situations of assistance lack from "outside photographer". Finally, fourth group consists of individuals with narcissistic tendencies and possible future formation of selfie-dependence, resulting in urgent need to receive positive feedback in form of "likes" and comments posted to each self-portrait photos.