In 2013 the Oxford English Dictionarynamed ‘selfie’ as the word of the year. Its use had increased by 17,000 per cent in just 12 months, the OED revealed. Before long a cottage industry of feminist scholars sprang up, dedicated to producing gruesome waffle on the subject.

A paper by Emma Renold of Cardiff University and Jessica Ringrose of University College London, for example, was entitled ‘Selfies, relfies and phallic tagging: post-human participations [sic] in teen digital sexuality assemblages’.