The rise of Subclinical Narcissism in the mass has frequently been mentioned as the leading cause behind the gigantic spread of selfie clicking and posting behaviour. However, a critical inspection of the relevant literature brought forward two important questions to the present researcher. Firstly, was it justifiable to hold only the Subclinical Narcissism responsible behind the selfie-craze? The present researcher found evidence to believe that such individualistic explanation might not adequately account for this frenzy. Then, what else was playing behind the spread? To answer this second question, the present researcher proposed that a broader socio-cultural process might have been active behind the unprecedented spread of selfie-behaviour. It was believed that the theory of Excorporation, originally formulated by sociologist John Fiske might prove more adequate to explain the craze.

KEYWORDS: Selfie-Craze, Subclinical Narcissism, Excorporation, John Fiske, Social media