This study explores the role of conceptual metaphors in framing narcissism within social media discourse, investigating how these metaphors not only reflect but also shape societal perceptions of self-centric behavior in the digital age. Social media platforms, conceptualised as contemporary mirrors of ego, offer a ground for the expression and reinforcement of narcissistic tendencies, mediated through language and symbolic interaction. The methodology of the research is based on the conceptual metaphor theory (Lakoff and Johnsson, 1980), multimodal and visual metaphor theories (Forceville, 2008, 2024). MIP (Pragglejazz, 2007), VISMIP (Negro, 2017), FILMIP (Bort-Mir, 2019) procedures were applied for the identification and construction of the metaphors related to the concept of NARCISSISM, as a target domain. For the semiotic analysis, Greimas’ (1993) semiotic theory was used: in the context of social media discourse, the posts, tweets, and interactions were regarded as narratives where users (subjects) aim to achieve certain impressions (objects) with the help of various tools (helpers) like images, hashtags, and language, potentially facing opposition (opponents) from critics or competing narratives. The findings reveal a complex network of metaphors, including but not limited to NARCISSISM AS REFLECTION/MIROR, (NARCISISTIC) SELF AS BRAND, and ATTENTION AS CURRENCY. These metaphors not only facilitate the commodification of self in the digital space but also entrench a cultural ethos that normalizes narcissistic exhibitionism as a mode of social engagement. The analysis also considers how the collective adoption of these metaphors in social media discourse influences broader cultural narratives about narcissism, selfhood, and authenticity.