Global Journal of Human Social Science, C: Sociology and Culture, Volume 22 Issue 6

© 2022. Md. Didar Hossain & Azmain Tanjim. This research/review article is distributed under the terms of the Attribution- NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0). You must give appropriate credit to authors and reference this article if parts of the article are reproduced in any manner. Applicable licensing terms are at https://creativecommons.org/ licenses/by-nc-nd/4.0/. O ‘Selfie’! O Narcissus: The Mythologico-Cultural Imposition of Late- Capitalistic Tools in the Present Digital World By Md. Didar Hossain & Azmain Tanjim United International University Abstract- The paper propounds that the late-capitalistic tools were imposed in the once- colonialized countries through establishing a myth in the arena of Cell phones. The paper, taking only individual (?) selfies into account, endeavours to discover how a selfie (a photograph that one has taken of oneself, typically one taken with a Smartphone or webcam and shared via social media) is being used by some Late-capitalistic powers or some multinational companies/ organizations to promote the narcissistic idea of beauty in order to run their products in the market. Secondly, it delves into the means through which late-capitalistic powers are controlling people by making them victims of advancing digital world. In doing so, the paper incorporates Roland Barthes’ Mythologies, Fredric Jameson’s idea regarding the relationship between postmodern society and “late capitalism” and Theodor Adorno and Max Horkheimer’s “The Culture Industry: Enlightenment as Mass Deception”. Keywords: selfie, late- capitalistic, culture, narcissistic. GJHSS-C Classification: DDC Code: 004.678 LCC Code: TK5105.875.I57 OSelfieONarcissusTheMythologicoCulturalImpositionofLateCapitalisticToolsinthePresentDigitalWorld Global Journal of HUMAN-SOCIAL SCIENCE: C Sociology & Culture Volume 22 Issue 6 Version 1.0 Year 2022 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-460x & Print ISSN: 0975-587X Strictly as per the compliance and regulations of: