By existing in a social sphere we receive others projections of ourselves. That projection is built by your interactions with others in a space, and behaviours in that space are bound up in it. Then, we become subservient to those projections and behaviours.

This is the origin of habitual actions, e.g. social media browsing. It's bewitching because it gives the illusion of a consistent self. If you just enter into that space, and follow the behavioural patterns, then you can believe you are the projections of others.

By acting as those projections, you gather a sense of identity. You continue acting in that space according to that projection, strengthening it, until eventually it is indistinguishable from being a "part of you". Then, impulses follow along with it.

At this final point you're acting at impulse level to repeat behaviours that fit a projection of yourself you learned from an interaction that was wholly in the past. That's "self", the mish-mash of weird projections associated with "habitual" behaviours repeating itself.