An entire aid industry has started – refers to the text that is about the postmodern self and beyond. There is now a whole aid industry established to preoccupy the self, such as magazines, therapies, advertising. We want to know our "self" and develop ourselves in a good way and be conscious. But this all, I believe, was the start of the human social decay. As examples from social media self-expression (selfies) and non-personal generic abbreviations used for social media and texting.
Source of inspiration and theory: Ap Dijksterhuis (2007). Het slimme onbewuste and BBC documentaire "The century of the self" by Adam Curtis
