Like content feed algorithms, the internet grants us the ability to segment our micro-personas into distinct identities that create and join communities with the micro-personas of others. On the internet our inner selves come alive to manifest parallel realities so powerful they’re overtaking the world that created them.

Here, consciousness is doubled once through the gaze of the dominant culture and then redoubled as the algorithm’s fun-house mirror amplifies the ideals conveyed through that gaze. With search, it happened to information; with commerce, it happened to products; with social media, it happened, finally, to our selves. If technological capitalism can

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The internet's infinite private worlds at times feel more like the clan-based societies that predated individualism. But where past worlds were bound by blood, today’s are bound by interests, desires, identities, and what the algorithms governing these spaces — helmed by capitalistic KPIs —nudge us to do.