Who Can It Be Now — Real Life

- "conscious self-branding — an exhausting obligation for many under current labor market conditions — is in tension with its underlying structure of ubiquitous surveillance: how strategically one chooses to present oneself now inescapably occurs within this unchosen context of being tracked and documented and predicted. The efforts made to avoid d... See more

- "the concrete practices of the tech industry now structure identity and individuality in ways that support its own hegemony. While it presents endless avenues for expression, it sees us as wholly reducible to market logic, where we are real to the degree that our consumption habits are rational. This vision of selfhood promotes uniformity and bou... See more

- "Even if we’re anonymous or confusing to other people, we remain pellucid and knowable to platforms, which establish a recognizable personal brand of sorts algorithmically. When we encounter ourselves in the guise of recommended content and customized ads, we are meeting our coherent public image, as the platforms have deduced it from an entire r... See more

- "Our algorithmic self may or may not be faithful to how we see ourselves, but it has just as many dimensions and secrets."

A thoughtful essay about how our online identities—even when our default mode is misdirection or obfuscation—are visible to the platforms we use, and by extension to capitalism and its prerogatives.

- "To exist on platforms is to be subject to this kind of continual identity reconstitution, to fluidity. Self-branding attempts to hide this inevitability by claiming agency over it, as though by choosing to turn our identity into capital, it becomes a free choice. Self-obfuscation, on the other hand, effectively embraces it through a kind of acce... See more