What am I referring to when I say "I"? This little word is so easy to use in daily life, yet it has become the focus of intense theoretical debate. Where does my sense of self come from? Does it arise spontaneously or is it created by the media or society? This concern with the self, with our subjectivity, is now our main point of reference in Western societies. How has it come to be so important, and what are the different ways in which we can approach an understanding of the self? Nick Mansfield explores how our notions of subjectivity have developed over the past