Selfie Phenomenon: A New Form of Art or an Instrument of Self-Marketing

Abstract

Today selfie is a popular form of human self-presentation. This creative practice that involves almost all social strata is an integral part of global visual culture and vividly reflects the radical change in the concept of person and demonstrates the dominance of simplified algorithms of worldview and stereotypical models of thinking. Selfie is the apogee of mass culture with its dependence on technology. The article examines the specifics of producing and consuming selfie in the context of belonging to art from the position of dichotomy “artistic image vs. visual image” as well as the trends in of development of this practice in the communicative space of culture in a situation of commercialization of all spheres of life and in total visualization.