(And pay no attention to the man behind the curtain)
Literally: self – self – appear – indicate
Alternately: Making oneself apparent. Speaking up, standing out, catching attention; making oneself conspicuous or unignorable; working to advance one’s own particular cause.
Notes: Adding 欲 (yoku, “desire”) to the end creates a phrase – apparently more common than the original four-character compound, in modern Japanese usage – meaning “a craving for attention,” “a desire for the limelight.”