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Purpose This paper aims to serve as an integrative literature review that organizes the burgeoning literature and findings related to possible impacts of the selfie phenomenon on consumers. Design/methodology/approach This is a conceptual paper. Findings The current empirical scholarly work supports two conflicting perspectives on the impact of selfies: the selfie experience as a source of empowerment and the selfie as embodiment of societal control and expression of existing power-relations. While the two perspectives are seemingly discordant, in fact, they pertain to different levels of analysis - individual and social, respectively. Originality/value While the empowerment aspect of the selfie experience has been well-documented in existing literature, the mechanisms of control and disempowerment have remained underconceptualized. This research paper offers a framework which addresses this omission and theorizes ways in which the selfie phenomenon perpetuates societal control and maintains power-relations.
