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The aim of the present article is to analyse the mechanisms of self-representation and how the personal brand is being built by the Instagram users, with a particular emphasis on practices which fit into the culture of narcissism. The author uses qualitative methods based on a content analysis of Instagram profiles belonging to selected celebrities and celetoids. The group selection is intentional: the ten accounts which have been brought under study have the greatest number of followers according to the Social Blade rank. The author also reviews and analyses Polish and English literature on the phenomenon of Instagram, paying attention to its content and discussing research related to self-representation through this platform.

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Autopromocja i budowanie marki osobistej na portalu Instagram na tle kultury narcyzmu. Analiza zjawiska na podstawie badania dziesięciu najpopularniejszych profili w serwisie