In the world of internet influencers and YouTube stars, it’s not enough to be ordinary anymore. You need to be special. But where did this craze for personal branding come from? Why are we so obsessed with ourselves? To understand this cult of the self, we need to go back to 19th century spiritual movements and the rise of the huckster — and also the myth of rugged individualism. But if we’re always shouting “Me me me,” what are we losing? What has it cost us? Original Air Date: February 03, 2024 Interviews In This Hour: If nobody sees you online, do you exist? — How personal branding became an American religion — Why rugged individualism is a dangerous myth — The philosophers who invented the modern self Guests: Angelo Bautista, Tara Isabella Burton, Alissa Quart, Andrea Wulf Never want to miss an episode? Subscribe to the podcast. Want to hear more from us, including extended interviews and favorites from the archive? Subscribe to our newsletter.