When going through the process of adding / friending / following in social media, we often look for a common characteristic in our ‘friends’.  These characteristics can be anything, from the love of tech, design, political affiliation or religion or any other type of culture.  Why do we do this?  It’s an attempt in the perpetual battle of finding the the signal amongst the noise, but on that journey, are we falling prey to too much narcissism?

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