The selfie, in this context, becomes not just an image but also a way to control the message. 2 min read May 12, 2026 06:20 AM IST First published on: May 12, 2026 at 06:20 AM IST The point of the social-media age, marketers told the world at its inception two decades ago, was to give voice to the voiceless, a platform to those who couldn’t get past the traditional gatekeepers of TV, radio and the humble newspaper. The smartphone, its camera and the internet were going to usher in a new wave of creative endeavours. As it turns out, the smartphone mostly takes selfies. Take the newly minted Chief Minister of Tamil Nadu, C Joseph Vijay. The matinée idol-turned-politician’s spectacular victory ensured that every media outlet in the country was broadcasting his oath-taking ceremony. Yet, in the sea of cameras, Vijay brought his own, taking a series of selfies with party leaders, allies like Rahul Gandhi, and the massive crowd.…