‘Generation Y' love themselves more then they love others, according to a recent study.

Narcissism and entitlement among college students are at an all-time high, according to a study conducted by a San Diego State University researcher. The analysis examined the responses of 16,000 college students across the United States who filled out the Narcissistic Personality Inventory between 1982 and 2006.

The study, conducted by Jean Twenge SDSU psychology professor and colleagues at the University of Michigan, the University of Georgia and the University of South Alabama, is the largest ever conducted on generational changes in narcissism, which is characterized by excessive self-admiration, vanity and a sense of entitlement.

“Far from being civically oriented, young people born after 1982 are the most narcissistic generation in recent history,” said Twenge.

Twenge noted that people high in narcissism lack empathy for others, are aggressive when insulted, seek public glory and favour self-enhancement over helping others look good. Narcissists are also more likely to be materialistic and to seek attention and fame.

“Narcissism feels good and might be useful for meeting new people or auditioning on ‘American Idol',” said study co-author W. Keith Campbell, University of Georgia psychology professor and author of “When You Love a Man Who Loves Himself”.

“Unfortunately, narcissism can also have very negative consequences for society, including the breakdown of close relationships with others.”

Dave Challen, a full-time teacher of sociology at Fanshawe, said that his personal feelings follow along with the SDSU study with the fact that the current generation of students are more narcissistic.

“With the different societal changes, the focus is on one's self,” Challen said. “The media is a major factor by the focus being on individualism, and promoting attention to one's self as well. It is really a reflection of the world today, people are encouraged to be the best they can be, with the emphasis being on the individual.”

The study finds that narcissism is significantly higher in recent generations than in older generations. Thirty per cent more college students showed elevated narcissism in 2006 compared to 1982, making current college students more narcissistic than Baby Boomers and Gen-Xers.

In addition, the average 2006 college student scored nearly as high on narcissism as the average celebrity from a sample of actors, musicians and Reality TV stars collected by “Loveline” host Dr. Drew Pinsky.

“The media puts a lot of pressure on young people to be glamourous and more attractive so it is difficult. There are still students out there that care a lot about other people, and want to help others, but those instances seem to stand out a bit more now because they are not as common,” Challen said.

According to Twenge, recent advances in technology, as well as Time magazine's naming ‘You' its 2006 Person of the Year, only compounds the rise in excessive self-love.

“Current technology fuels the increase in narcissism,” Twenge said. “By its very name, MySpace encourages attention-seeking, as does YouTube, whose slogan is ‘Broadcast Yourself'.”