“I’m thrilled to share”: ego, social media, and the quiet distortion of scientific communication

On professional social media, "I'm thrilled to share that our paper has just been published…" has become a ritualized form of self-promotion. This manuscript examines how such practices intersect with narcissism, algorithms, altmetrics and inequalities (notably gender), shifting attention from methodological quality to the researcher's visibility. It argues for a more reflexive use of social media in science, focusing on questions, methods, limits and implications for patients and policy, rather than on academic ego and visibility metrics.