Several decades ago, communications philosopher Marshall McLuhan spoke about the development of the Global Village and how the evolution of new technologies would help to connecting people from all corners of the world, creating online communities that would break boundaries. If this shift was recognized, so was the idea explored by his successors that while individuals were expected to look at others in the world through a telescope, they alternatively developed the tendency to look at themselves through a microscope. With the onset of the era of global connectivity, the era of “me, me, me” has also begun. Hardware and software in the new millennium, including the iPhone's front-facing camera and blemish-correcting and teeth-whitening apps, have adapted to enable this inward shift. While it certainly grew in size, it also began to cause many problems. The act of posting about oneself began to be seen as a negatively self-centered act when Facebook news feeds were filled with selfish stories and “selfies,” photos of oneself. Shortly after, the Instagram app was created, where the appearance of the selfie was amplified even more. This intensive inward focus and the way these media are shared have made some people dependent on the positive expressions of others for their self-confidence and social approval. When self-esteem is closely linked to the number of likes a photo gets on a mobile app, we begin to see a shift in how self-awareness is formed, what people will do to get this approval and how some will react to a lack of it. attention.It should first be noted that these behaviors are not entirely universal or experienced...... middle of paper ......The Globe and Mail Online. Internet. November 8, 2013. Keen, Andrew. The Cult of the Amateur: How Blogs, MySpace, YouTube, and the Rest of Today's User-Generated Media Are Destroying Our Economy, Culture, and Values. New York: Doubleday, 2007. Print.Oppliger, Patrice A.. Girls gone skank: the sexualization of girls in American culture. Jefferson, NC: McFarland & Co., 2008. Print.Prescott, Anne P.. The Self-Concept in Psychology. New York: Nova Science Publishers, 2006. Print. Rand, Ayn and Nathaniel Branden. The virtue of selfishness, a new concept of selfishness. New York: New American Library, 1964. Print. Schur, Edwin M. The Consciousness Trap: Self-Absorption Instead of Social Change. New York: Quadrangle/New York Times Book Co., 1976. Print.van Dijck, J. “Digital Photography: Communication, Identity, Memory.” Visual Communication 7.1 (2008): 58-76. Print.