Smutek instagramowych celebrytów

The article focuses on the analysis of the phenomenon of the Sad Boy Theory that developed in 2017 on the Instagram website. The author points out the sources of this concept, by introducing Audrey Wollen and discussing the theoretical assumptions of her concept – Sad Girl Theory. The Author indicates how melancholy affected the image of women and men over the years. Then introducing the category of aesthetics of sadness, the author analyses the figure of Łukasz Ronduda – the originator and the only artist who uses the concept of Audrey Wollen in Polish contemporary art. The key question in this text refers to the reflection on the way masculinity is represented in contemporary selfie culture.