The rise of selfie photography in some of the world's most beautiful, and dangerous, places is sparking a range of interventions aimed at combating risk-taking that has resulted in a string of gruesome deaths worldwide.
The act of taking a picture of oneself with a mobile phone, placing the subject centre-stage, has exploded in popularity in recent years, with everyone from Britain's Queen Elizabeth II to U.S. President Barack Obama joining in.
But the selfie has also inspired a spate of risk taking and offensive public behaviour, pushing the boundaries of safety and decorum, whether by dangling from a skyscraper or posing with live explosives.
Dozens of grisly selfie-related deaths and injuries in early 2015 led Russia's Interior Ministry to launch a campaign warning avid mobile phone snappers about the danger of, among other things, posing for a selfie with a lion.
"A cool selfie could cost you your life," reads a poster from the campaign, which includes safety videos and information booklets.
In Texas on Wednesday, a 19-year-old father of two died after shooting himself in the neck during a selfie. In Yellowstone National Park exasperated officials issued warnings after five separate selfie takers were gored this summer while standing too near bison.
ALL ABOUT ME
Selfies tend to attract a type of person already more likely to push the boundaries of normal behaviour, says Jesse Fox, an assistant professor of communications at Ohio State University.
"It's all about me. It's putting me in the frame. I'm getting attention and when I post that to social media, I'm getting the confirmation that I need from other people that I'm awesome," Fox told Reuters.
"You don't care about the tourist attraction you're destroying; you don't care about annoying people in your social media feed ... you're not even thinking about the consequences of your actions, so who cares if you're dangling off the side of the Eiffel Tower?"
That has not stopped some countries trying to capitalise on the trend's popularity.
Tourism Australia this week launched a campaign promising an opportunity to take the "World's Largest Selfie", aimed at selfie-mad Japan.
They have installed several so-called GigaSelfie platforms in some of the country's most breathtaking environs from which, with an associated app, visitors can capture an ultra hi-resolution shot taken by a far away camera.
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