self-assertion; making oneself conspicuous; pushing one's own agenda
Often used in psychological or social contexts to describe behavior aimed at drawing attention to oneself or promoting one's own interests, sometimes with a negative connotation of being pushy or self-centered.
He has a strong desire for self-assertion.
Her remarks at the meeting were nothing more than self-promotion.
自己主張 is a more general term for asserting one's opinions or rights, while 自己顕示 emphasizes making oneself stand out or pushing one's own cause, often with a nuance of seeking attention.
craving for the limelight; desire for recognition; need for attention
A yojijukugo composed of 自己 (self) and 顕示 (display, manifestation). The exact historical derivation is uncertain, but the word follows a common pattern of combining Sino-Japanese morphemes to express a psychological concept.