The Sharded Self

As we pin, post and preen our way to an ideal identity online, many of us are learning to create, promote and actively enjoy being multiple personalities with looks, faces, voices and types of behaviour that are deliberately contradictory and counter-intuitive to how we expect consumers to behave online and offline.

The kinds of behaviour covered include:

: Elasticated Personas – where consumers are happy to stretch the truth and ways of presenting themselves

: Continuous Partial Living – where consumers live multiple lives and personalities offline

: Pindividualism – where consumers are what they pin

: The Mr Benn Effect – where customers swap uniforms, tribes and key behaviour patterns to maximise their value

: Multiple Online Personality Marketing – where deliberately different, and sometimes contradictory and multiplex voices are used across a range of social media