Patricia Routh finds that images are not the only things being transformed during selfie production, as groups of people once marginalised in society by the dominant commoditised cultural visual rhetoric now have the power to control their images in ways that break from the societal norm. The selfie is a digital exploration of identity, a therapeutic way to transform individual experience, a way for marginalised people to find control and empowerment, transforming and fostering an unconventional mode of knowing people's daily use of technology.