There is nothing wrong in using personal pronouns like I, you, me, he, she etc. or addressing oneself or others. After all, the Buddha used personal pronouns and addressed others too.

For example, from the [Akkosa Sutta][1], the Buddha said:

> "In the same way, **brahman**, that with which **you** have insulted
> **me**, who is not insulting; that with which **you** have taunted **me**, who is not taunting; that with which **you** have berated **me**, who is not berating: that **I** don't accept from **you**. It's all **yours**, brahman. It's all **yours**.

In another example from the [Mahatanhasankhaya Sutta][2], the Buddha said:

> "And to whom, **worthless man**, do **you** understand **me** to have
> taught the Dhamma like that? Haven't **I**, in many ways, said of
> dependently co-arisen consciousness, 'Apart from a requisite
> condition, there is no coming-into-play of consciousness'? But
> **you**, through **your** own poor grasp, not only slander **us** but also dig **yourself** up [by the root] and produce much demerit for
> **yourself**. That will lead to **your** long-term harm & suffering."

It is not that the self does not exist. The self does exist, but it is not permanent, and it arises out of the inter-working of the five aggregates. The self does not exist standalone as an agent or entity by itself. The self is also not eternal.

In the [Sabbasava Sutta][3], it is stated that both the views that "I have a self" and "I have no self" are wrong:

> "As he attends inappropriately in this way, one of six kinds of view
> arises in him: The view **I have a self** arises in him as true &
> established, or the view **I have no self** ....*(cut)*... This is called a
> thicket of views, a wilderness of views, a contortion of views, a
> writhing of views, a fetter of views. Bound by a fetter of views, the
> uninstructed run-of-the-mill person is not freed from birth, aging, &
> death, from sorrow, lamentation, pain, distress, & despair.

Instead, the Buddha taught that the correct way to see this is through [dependent origination][4] (see [Acela Sutta][5]). He also taught that these false views arise due to the association of the self with the five aggregates (see [Yamaka Sutta][6]). Please see [this answer][7] and [this answer][8] for more details.

Hence, in my opinion, it is wrong to blame society or Mara or anybody else if anyone possesses wrong views regarding the self.

As stated in [Mahaparinibbana Sutta][9]:

> "Therefore, Ananda, be islands unto yourselves, refuges unto
> yourselves, seeking no external refuge; with the Dhamma as your
> island, the Dhamma as your refuge, seeking no other refuge.


  [1]: http://www.accesstoinsight.org/tipitaka/sn/sn07/sn07.002.than.html
  [2]: http://www.accesstoinsight.org/tipitaka/mn/mn.038.than.html
  [3]: http://www.accesstoinsight.org/tipitaka/mn/mn.002.than.html
  [4]: https://buddhism.stackexchange.com/q/48/471
  [5]: http://www.accesstoinsight.org/tipitaka/sn/sn12/sn12.017.than.html
  [6]: http://www.accesstoinsight.org/tipitaka/sn/sn22/sn22.085.than.html
  [7]: https://buddhism.stackexchange.com/a/21977/471
  [8]: https://buddhism.stackexchange.com/a/8162/471
  [9]: http://www.accesstoinsight.org/tipitaka/dn/dn.16.1-6.vaji.html#island