Normalisation of Ujub in the Contemporary World: A Personal Reflection

Beyond social media, the culture of self-branding permeates many aspects of modern life. In professional settings, I’m constantly encouraged to “sell myself” – highlighting my strengths, successes and unique qualities. This very culture of self-branding requires me to focus intently on my accomplishments and build a narrative of success. On one level, this can be empowering, helping me to develop self-confidence and assert my capabilities. However, it can also foster a sense of entitlement and superiority, especially when I compare myself with others. I’ve caught myself, on more than one occasion, feeling a sense of pride and even disdain for those who I perceived as less accomplished. This kind of thinking I truly believe is a manifestation of ujub and it contradicts the principles of humility and empathy that I strive to uphold.

Materialism and individualism further complicate the picture, as society often equates success with wealth, status, and worldly possessions. I was constantly bombarded with “advice” that urged me to “stand out”, “be the best”, etc. In this environment, my self-worth became tied to what I’ve accomplished and what I own. When I focused on these outwardly markers of success, I started to believe that I am inherently better than others who may have not achieved the same. It was all in my head. This sense of superiority, it was all ujub. The heart of it. It blinded me of my flaws, making me less likely to engage in self-reflection and spiritual growth. Consumed by self-admiration, I failed to recognise the source of my blessings and began to attribute my successes solely to my own efforts. This mindset led to a lack of gratitude and made me forget my dependence on the divine. It prevented me from acknowledging my shortcomings as I was too constantly focused on how great I am, and not seeing the areas I needed to grow or repent.

Combating ujub requires ongoing self-awareness and effort. One of the practices that has helped me resist this tendency is by cultivating gratitude, although sometimes it’s hard to do so. This is especially when the situation and circumstances do not favour us. By regularly reflecting on my blessings, I remind myself that all my talents, successes, gifts and opportunities are from Allah SWT. This reminds me of my dependence on the Creator and humbles me in the face of his infinite wisdom and mercy.

I remember a suggestion by an acquaintance to do community work that was not related to the media. I tried to be part of the grassroots team and even ran speech and drama classes for special needs children. It helped. When I focus on serving others, collaborating, and supporting those around me, I’m less likely to become preoccupied with my own ego. Building authentic connections based on empathy and mutual respect reminds me that I am not in the centre of the universe. This perspective really helped me maintain humility and recognise that my worth does not come from my accomplishments alone.

Mindful engagement with social media is another important exercise I do. I’ve started to question my motives each time I share or post content. Am I seeking validation from others? Am I trying to boost my own ego? If the answer is yes, I take a step back and reconsider uploading anything on the digital space. These days, my newly created social media accounts are merely a digital portfolio of my past works and I try my best to keep it at that. By approaching these platforms with intention, the least I can do is minimise the risk of falling into ujub.

The normalisation of ujub in this contemporary world we live in is a complex and pervasive issue. From social media and self-branding to materialism and individualism, the forces that drive us toward self-admiration are many. However, I believe it’s possible to resist these pressures. It’s no easy feat, but it is a journey worth taking.

In the end, ujub is not just about self-admiration; it’s about losing sight of what truly matters. When I focus on myself at the expense of my relationship with the Divine, I miss out on the deeper connections and spiritual growth that life has got to offer. By striving to recognise and counter the ujub in my own heart, I hope to walk a path of humility, sincerity and service to others. It is a lifelong endeavour that requires me to stay vigilant and committed to self-improvement – one I am still struggling with. In doing so, I aim to transform not just myself, but also contribute to a culture that values humility, empathy and collective well-being over self-glorification.