<![CDATA[This study examines the phenomenon of digital narcissism on social media platforms through the lens of communication science, with particular focus on the culture of online validation-seeking that has emerged in contemporary digital ecosystems. The increasing proliferation of social media has given rise to new behavioral patterns in which individuals engage in self-promotional activities driven by a desire for social approval, recognition, and affirmation from online audiences. Drawing on theoretical frameworks including Uses and Gratifications Theory, Social Comparison Theory, and Self-Presentation Theory, this paper analyzes how algorithmic mechanisms, platform affordances, and cultural factors collectively contribute to the amplification of narcissistic tendencies in digital environments. The study employs a systematic literature review methodology, synthesizing empirical findings from 20 peer-reviewed sources published between 2021 and 2023. Findings indicate that online validation culture manifests through selfie-posting, status broadcasting, and curated self-presentation, with significant variation across platforms. The study further reveals that excessive engagement in validation-seeking behaviors correlates with reduced psychological well-being, increased social comparison, and susceptibility to misinformation. The paper concludes with implications for communication practitioners, platform designers, and mental health advocates, urging the development of healthier digital engagement norms.]]>
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