Blowing your own trumpet
I speak to quite a few people who are uncomfortable with self-promotion. They are put off by others who hog the limelight, take credit where it's not due, or are endlessly me-me-me.
It's true that overly enthusiastic praise-singing can lead to an ongoing escalation of self-promotion, competition, and noise. The effect of all of that is that sometimes, people simply shut up and shut down, feeling more and more shut out.
A healthy balance is attainable once you know what you need and value regarding signs of appreciation and recognition.
Don't be put off by those full of bluster. Find your way to communicate your value.
Let me know if you would like to work with me on that as I just might have a few valuable ideas.