Can you explain the concent of "viva yo"?

Question

I read about this about 20 years ago before moving to Spain. I have a general idea of what it means but want to hear different people's views (particularly people who have lived in Spain a long time and understand it well).
Also, does it apply to men and women? Is it just another way of saying someone is self-centered? Does it apply to other cultures as well?
Thanks.

Answer 1

a viva yo attitude. This Spanish byword, meaning "long live me," implies an additional "and the hell with you!" It was Picasso's stock in trade and indicates an ego truly necessary to creating in spite of the world, regardless of the consequences.