Laughing at others' clunky efforts at self-promotion used to be a strictly annual pleasure, confined to the opening of round-robin Christmas letters; now it's a daily chore. This is why, speaking for myself, I try not to add to the problem by engaging in too much boastfulness in public forums. But then I have often been complimented on my restraint – once, indeed, by a rather prominent celebrity, whose name I probably ought not to mention here.
Technology is partly to blame: with so many more channels through which to manipulate one's public image, it's not especially surprising that we are tempted to present ourselves as positively as possible. The filters of social media make things worse. A network such as Twitter is designed precisely to connect you with exactly the kinds of people who don't mind your boasts, while those who might keep you in check won't follow you in the first place: your audience thus serves as an army of enablers, applauding your self-applause. Writing recently in Slate, the literary critic Jacob Silverman complained that this self-reinforcing niceness was damaging his trade, by dissuading people from criticising books they disliked. "It's not only shallow, it's untrue," he wrote, "and it's having a chilling effect on literary culture."
But, as the Wall Street Journal noted this week, in a worried piece headlined Are We All Braggarts Now?, the causes may be economic, too. In the most competitive job market in recent memory, the pressure to portray yourself as better than everyone else is intense. Predictably, there's neuroscientific evidence to undergird all this: self-disclosure activates the same brain regions as eating or sex, according to research by Harvard neuroscientists published recently in the Proceedings of the National Academy of Sciences, though you can bet they mentioned it on their Facebook pages too.
And as bragging grows ubiquitous, it evolves, the better to penetrate the defences of those who would otherwise be too embarrassed to engage in it. Hence the "humblebrag", that staple of Twitter-boasting that deploys self-deprecation in order surreptitiously to draw attention to the bragger's brilliance or privilege. Here's Cheryl Cole: "How can I still be nervous about red carpets after 10 years. Eeek!" And a classic from George Bush's former press secretary Ari Fleischer: "They just announced my flight at LaGuardia is number 15 for takeoff. I miss Air Force One!!"
By now, though, even the humblebrag is growing easy to spot, thereby defeating its purpose, and so it is giving way to a new mutation, spotted and named by blogger Jen Doll: the "underbrag".
by Oliver Burkeman, The Guardian | Read more:
Photograph: McClatchy-Tribune/Getty Images
