Me, myself and i: What makes filipino millennials narcissist? Racidon P. Bernarte 1* , Angelica I. Festijo 2 , Mariel D. Layaban 2 , Sharmine U. Ortiz 2 , Rhouel V. Rallos 2 1 Faculty of Communication Research, College of Communication, Polytechnic University of the Philippines, Sta. Mesa, Manila 2 Students of Communication Research, College of Communication, Polytechnic University of the Philippines, Sta. Mesa, Manila ARTICLE INFORMATION Article History: Received 06 January 2015 Received in revised form 18 February 2015 * Corresponding author: rpbernarte@pup.edu.ph ABSTRACT Social networking sites are widely used by this generation’s youth, called as the Millennials. This paper tries to unravel the inherent narcissistic trait that lies within each person and determines the various factors related to the level of narcissism on Social Networking Sites (SNS) among Filipino Millennials. The study utilized a descriptive design in the quantitative approach. Three hundred and ninety-six Filipino Millennials answered the survey administered by the researchers. The data gathered were processed with the help of statistical methods. The study found that the Filipino Millennials exhibit low level of narcissism. Moreover, age, time spent online, number of social networking accounts and devices used have no significant relationship with a person’s narcissism. Sex, on the other hand, does provide positive correlation to narcissism. Activities done on Facebook; Twitter and Instagram have a moderate significant relationship with a person’s narcissism, while Tumblr, Google+, and other social networking sites, however, don’t seem to show any. Future studies can dwell on types of narcissism, an in-depth understanding of each type and how it co-exists with other behaviors exhibited on social networking sites. Keywords Narcissism, Social Media, Social Networking, Social Networking Sites, Millennials Introduction The term 7 "narcissism" is trace able to Ovid’s Metamorphoses (Book III) in the first century. Originating from a Greek myth, Narcissus is a handsome youth who pines away for love of his own reflection in a spring just as he scorns beautiful women. Where his remains lay after his death is uncertain, though, but a lovely flower, later called Narcissus later bloom on it. Social Media is a manifestation of social networking, utilized for intelligent, instructive, enlightening or enlivening purposes. Social Networking Sites permit users to make profiles, transfer photographs and features, and interact with loved ones. It is an instrument to join groups, look for most recent news, play games, chat and share music and video (Ahlqvist, T., Bäck, A., Halonen, M. & Heinonen, S., 2008). As per socialmediatoday.com in an infographic posted on December 2013, 85 percent individuals on the planet have web access and the rate of development for mobile is 530+ Million (5% year over year). Also, the quantity of social networking users around the globe has climbed 18% in 2013. About 25 percent of individuals on the planet now utilize online social media. The sensational rise in using Social Networking Sites is now reaching fever-pitch, rising and surging unabated in Asia and particularly, in the Philippines. Asia showed an expanding 67% of web use and the Philippines being named as "The Social Networking Capital of the World." The country has more than 93 percent of web