The concepts of identity and persona will be analysed in this report against the macro trend ‘The Sharded Self’. Although seen as a fairly new concept in terms of virtual identity, the report will first
show how the notion of splitting one’s identity can be traced back to the rise of modernity and urbanisation. It will then follow the evolution of the trend, in line with the emergence of the world wide web, and the introduction of social media.
After establishing the key drivers; Social Connectedness, Cyberostracism and the Gamification of Identity, the report will then explore how these drivers impact human behaviour, and in turn, impact the industries of fashion and retail, travel and tourism, and technology and media.
The report will then conclude by predicting the future of this trend; serving as a springboard and assisting with the idea generation process for stage one.
To identify the turning point at which identity sharding became normalised.
To uncover the impact that individuals’ expectations of themselves are having on their self worth, and how far they will go to accrue that worth.
To identify the possibility of a solution, and if consumers can move forward into a society where narcissism is not at the helm of social media usage.
To wholly examine The Sharded Self, secondary research was used to gain a thorough understanding of the trend and the different areas within it. Insights from books dating as far back as 1973, helped to uncover the origin of the trend before technology and social media transformed how individuals shard their identities.
Current knowledge was reviewed in the form of journals, online articles and podcasts. This helped form an understanding of how the trend has transformed over time, and the areas of primary research that have informed this. The use of podcasts ensured that current issues were taken into consideration, as the notion of identity is ever-changing.
One limitation of the research is that the data and opinions given are tied to the publication dates. As society has changed greatly over the period, some research may now be seen as inapplicable.
However, these sources helped to inform opinion when looking at the impact of society and human behaviour.
Similarly, most of the research surrounds how social media impacts upon identity sharding, and failed to include the influence of identity itself.
LS:N Global describes The Sharded Self as representing “a teething period as we attempt to balance our online and offline lives.” (Firth, 2014), through which consumers create several versions of the self. This trend is seen to have sprung from the digital revolution, however the sharding of identity occurred as early as urbanisation and industrialism.
In 1900, the global proportion of the urban population was a meagre 13 percent (United Nations, 2005, p. 1), though by 1950 this number had grown to 30 percent, and in 2014 the percentage was 54 (Dastbaz, 2018, p. 5). Up until the 1900s, many people lived in villages consisting of small communities, in which their world views and opinions would be very similar to others, and mainly centred around religion.
As the population began to move away from their smaller communities into urbanised areas, individuals began to know each other in different contexts. Berger (1973) describes this movement as ‘plurality of life-worlds’, whereby “different sectors of their everyday life relate them to vastly different and often severely discrepant worlds of meaning and experience.” (Berger, 1973, p. 63).
People began to fragment their personalities depending on whether they were in their private or public sphere. This translates into present day, in which consumers are fragmenting their personalities depending on virtual or real-life context.
The emergence of the world wide web in 1991 lay the foundation for people to further fragment their personalities, yet now with the disguise of a screen. Instant messaging was the first form of social media to appear in 1996. In a book published the same year, Turkle (1996) questioned the revolution; “What will computer-mediated communication do to our commitment to other people? Will it satisfy our needs for connection and social participation, or will it further undermine fragile relationships? What kind of responsibility and accountability will we assume for our virtual actions?” (Turkle, 1996, p. 178).
The evolution of social media introduced the ability to connect with friends and meet new people, personalise profiles and upload media. It gave users the facility to control how they appeared to others across the globe. “The lack of censorship and the anonymity that the net seemed to offer would foster a freer, more open society, because people could cast off the tyranny of their fixed real-world identities and create themselves anew.” (Bartlett, 2014, p.7).
The quest to find online communities and those with similar interests, encourages individuals to fragment their identity in a positive way, seeking out others to which they can relate. The notion of community online stems back to the need to spend time with likeminded people with similar world-views, parallel to the small community culture of the 1900’s.
To assist in discovering how this trend is impacting human behaviour, and a number of industries, the established trend drivers need to be explored and their effects analysed.
Social connectedness is defined as “the experience of belonging and relatedness between people” (van Bel, Smolders, Ijsselsteijn, & Kort, 2011, p. 1). Due to the rise of social media and smartphones, consumers are constantly connected to the internet and to each other. Therefore, their need to experience social connectedness is amplified as they seek recognition.
The desire for this experience can encourage seekers to fragment their personalities through online subculture. Brady Robard’s study into belonging on social media sites through subcultural manifestations, recognised identities as “fluid, dynamic and reflexively constructed” (Robard, 2011, p. 303). The study looked to discover the link between subculture, online engagement and interaction, by examining social media profiles and online identity.
Two participants both identified dance music as an element of their online identity. However, they observed that their taste in music also connoted other practices such as attending night clubs and drug usage which they rejected. Robard concurs that although participants were bound to that particular subculture by social connectedness, they also sought to fragment their personalities by “selectively adopting particular aspects of these narratives…to produce an individualised narrative of identity.” (Robard, 2011, p. 312).
Due to the importance of social connectedness, individuals seek out groups and online subcultures with common interests. However, as they do not want to be associated with every part of a specific subculture, they begin pick-and-choose aspects, which causes the fragmentation of their personality.
As defined by Williams (2000), cyberostracism is “the intended or perceived ostracism in communication modes other than face to face.” (Williams, 2000, p. 750). The ambiguity of this issue can be seen to increase an individual’s tendency to portray themselves online in a more positive light, in order to receive validitation from others.
Schneider discusses how individuals can rebuild the feeling of meaningful existence after they experience cyberostracism, through reaffirming their sense of purpose online, “self-esteem may be regained by increasing one’s self-importance or by remembering past achievements” (Schneider, 2017, p.389 cited Williams 2001, p.64). After building their idealised self within their profiles, revisiting their curated moments which may have gained more traction than others, can increase their feelings of control (Schneider, 2017, p. 389).
Some believe that cyberostracism may cause an anti-social response from recipients and discourage them from sharing content. However, Wesselmann (2015, p. 1 cited Williams 2009) indicates that pro-social behaviours are more common in online ostracism, due to the individual seeking to satisfy their inclusionary needs of belonging and self-esteem, through posting on social media. These individuals will also focus more on re-inclusion than anti-social responses, therefore posting content which will receive a positive response. (Wesselmann, 2015, p.1).
Technology has enabled consumers to develop online personae. Consumers place importance on this personae to build an online status. Alain de Botton believes that status is important to individuals as it brings them attention, thus increasing their appeal. The higher the status of an individual, the more others will value them; similarly, those with low status are often cast aside (Greenfield, 2008, p.151 cited De Botton).
By sharding aspects of their identities, consumers are rewarded with likes and follows which leads to gamification of their identity. The recognition an individual receives for posting content that exhibits their life in a positive light, acts as a reward and encourages addictive behaviours through gamification.
On social news website Reddit, they operate a ‘Karma’ system, offering no particular purpose but to boost a user’s sense of status. Users are encouraged to comment on others’ content, and post links when using the site. When their posts are upvoted, they receive Karma and then lose it when their posts are down voted to a number lower than zero (Anderson, 2018.).
A user’s Karma has no value, similar to likes accrued on other forms of social media. However, Reddit uses gamification techniques to encourage users to continue to add and engage with content on the website. Both karma and likes can be seen by other users of that form of social media, therefore users will continue to build these figures in order to grow in status.
Due to the blurring of the online and offline worlds, the sharding of identity is impacting human behaviour which helps feed the trend. Contradictorily, it also deters the trend by causing users to re-connect with themselves.
Turkle discusses how even in the twentieth century the internet had become a laboratory, in which consumers experimented with different aspects of the self. She posed the question, “Do our real-life selves learn lessons from our virtual personae?” (Turkle, 1996, p.180), and if so where do people draw the line between the virtual and natural world?
Elements of social media are encouraging changes in the motivations of some consumers. In a survey conducted by Schofields into tourism, they found that 40.1% of respondents aged 18-33 prioritise “Instagrammability” when choosing their travel destination (Hayhurst, 2017). This statistic shows how consumers are prioritising how they appear to others on social media over experiences, therefore allowing their online identity to consume aspects of the offline world.
Snapchat dysmorphia is encouraging consumers to visit cosmetic surgery clinics. Researchers at the Boston Medical Centre found that an increasing amount of consumers are seeking procedures to replicate social media filters (Wolfson, 2018). James Wheatley describes how the obsession with self-image results in a sense of loss. He notes that the picture consumers present online can create a sense of expectation, and reality then appears a disappointment (Anon, 2014).
Identity sharding is also transforming individuals into personal brands, with likes and engagement dictating their self-worth. This quest for validation can lead to increased feelings of loneliness when content is not met with a positive response. In a study conducted by Burrow (2017), findings indicated that when respondents received likes on content their self-esteem levels responded positively, and their levels of loneliness decreased. However, he also discovered that the unpredictability of this affirmation could undermine their well-being over time (Burrow, 2017, p.1 cited Kernis et al 2000).
The motivations driving the creation of identity are cross-generational. In a report conducted by Futurecast, they found that Generation Z would rather be considered unique than real (Fromm, 2017, p.8).
Consumers' desires are ever-changing as they further fragment their identities. This fragmentation leads to implications for various industries and how they can best serve consumers. These consumers are being torn between their need to appease others, and their need to stay true to themselves.
This consumer conflict may be approached by brands in two ways. They can appeal to consumers’ new found sense of self, and tap into their multiple identities and need to share. Or they can create opportunities to provide consumers with a break from the online world. This will help brands to better distinguish between consumers online personae and their real-life actions.
Who we are is ingrained in our style, or so it may seem. The sharding of the self is creating two conflicted aspects of fashion; one is to assert oneself, and the other is to harmonise with society
(Loechner, 2014). If fashion is a means of self-expression, then brands should aim to have a positive impact upon consumers self-esteem, assisting them in becoming their true self.
The sharding of identity is implicating brands, as consumers are now harder to target. As consumers only share their online self and not the offline, it becomes increasingly difficult for brands to discover their motivations. Their buying behaviour may be portrayed differently online to what is true in reality.
On the other hand, the trend can be a benefit to retailers as they aim to sell aspirations. Halfords encourages consumers to use the hashtag #ReadyFor on Instagram and Twitter to showcase products purchased from them (Halfords, 2018). These images are then promoted on the Halfords website rewarding consumers for taking aspirational photos, and showcasing the positive sides of their identity.
Influencers are typically celebrities, social media “personalities”, vloggers or bloggers, who have amassed a certain number of followers on social media and therefore have a higher visibility and influence.
They impact consumers buying behaviours through the image they portray online. Sudha (2017, p. 18) found that influencers have an effect upon what consumers perceive as trends or must-have items, and aspire to their lifestyles.
Offering a window into their lives through their online platforms similar to consumers, they are then rewarded for this behaviour by brands. This notion can take the form of a pyramid with brands sitting at the top, influencers in the middle, and consumers at the bottom.
Brands capitalise on this by rewarding influencers with products or payment in exchange for a voice on their platform. As seen with many influencers, there is the opportunity for them to ascend further up the ladder by creating their own brands, which are in turn promoted through social media platforms.
In the end, consumers personalities become sharded, as they create an online representation of themselves to garner a higher social status, which is recognised through likes and followers online. Those who desire to shard their personality online may be rewarded by brands, and become brands themselves if they choose to chase influencer status.
Travel changes perspectives and tests comfort zones, with solo travel encouraging individuals to seek new friendships. Without the disguise of a screen or prior knowledge of each other, this eliminates the desire to keep up appearances in the natural world. However, there are still expectations within the virtual world, as consumers can be obliged to share their journey with followers. This questions their motive; are they posting for recognition, or posting so others can share their experience?
The travel and tourism industry is creating ways to appeal to both of these motivations, the first being ‘Instagrammable Stays’.
1888 Ovolo Hotel in Sydney Australia, is “designed with Instagrammers in mind”, guaranteeing consumers photo opportunities around every corner. The hotel chain’s Instagram feed is displayed on a screen at reception, promoting their #1888hotel hashtag, encouraging guests to take photos of their stay.
Guests with more than 10,000 followers on Instagram will be given a free night’s stay, and competition prizes are also given each month to the guest that can take the most creative photo (Stone, 2013).
The travel and tourism industry can capitalise on consumers’ desire to share. As destinations tune their aesthetics and surroundings, guests are encouraged to share their experiences on social media with their followers, which can then drive the hotel’s bookings.
On the other end of the spectrum are ‘Digital Detox Retreats’. These provide guests with the opportunity to untether themselves from their devices, reconnecting with their true identity and the world around them.
The retreats appeal to those consumers experiencing ‘digiphrenia’, which is the shock experienced by living life in both the virtual and real life spheres. Rushkoff describes digiphrenia as a result of “dividing our attention between our digital extensions” and sacrificing “our connection to the truer present in which we are living.” (Rushkoff, 2013, p. 75).
Hotels such as Mellulah Residential Retreats in Dorset United Kingdom, operate under an electronic devices ban, located in an area with no wifi or mobile reception. Aiming these experiences at consumers who are struggling under the pressures of technology, the retreat offers self-care and wellness practices helping to rebalance the mind (Queen of Retreats, 2018).
Virtual Reality (VR) has become much more than a tool for games, and now forms parts of education and training methods. Using VR as a tool to educate can not only be done in an academic sense, but can also be used to educate consumers on their identity.
Lucy Bonner’s VR experience, “Compliment”, is an interactive simulation that confronts the issue of street harassment, based on her own experiences living in New York City. It aims to broaden the way people think, by encouraging them to look at their own identities.
Asking men to wear the VR headset, she subjected them to examples of virtual street harassment that she faced in real life.
This concept of identity education through VR, could cause consumers to reassess their identity by subjecting them to the experiences of others. Psychotherapist Dorote Lucci, sees the potential of virtual reality in respect to consumers’ digital health, and describes it as a “positive role of the enhancement and support of human connection.” (Lucci, 2017).
With the upcoming generation of consumers viewing identity as “a curated composition, not a revelation” (Fromm, 2017), it is evident that the concept of sharding one’s identity will continue alongside the developments in social media and digital connectivity.
The increased use of technology has led to changes in the way young people are learning, as most knowledge is now obtained through digital hardware (Greenfield, 2008, p.160). Will this lack of social learning deplete their soft skill knowledge, and if so, will our skillset decrease and result in consumers having less to add to their identities?
In addition to this, the quest to be different from others and receive affirmation for doing so on social networks, encourages consumers to further fragment themselves. With no one being able to define themselves with preconceived archetypes, will the splitting of identity lead to a society where individuals’ motivations lie in becoming a nobody?
The way brands target consumers may need to adapt alongside the younger generations’ identities. They may no longer need to target consumers by demographics including age, gender and location, but delve deeper into the drivers of each consumer and create new consumer groups based on their motivations for uniqueness.
In conclusion, the trend of ‘The Sharded Self’ exhibits how consumers are fragmenting their identities, depending on whether they are in their private or public sphere, leading to changes in how individuals construct their sense of self.
The culmination of the drivers behind these behaviours; Social Connectedness, Cyberostracism and The Gamification of Identity, have far-reaching consequences for consumers. Their desire to seek out familiarities in others, lead them to re-construct their identities to belong. Being cast out by others can cause consumers to adjust their behaviour to achieve re-inclusion. Lastly, they have developed ‘slot-machine’ thinking, finding release through the reward of status on social media.
Industries will need to reassess the way in which they approach consumers, due to their
ever-changing identities. They will need to appeal to both consumer sectors; those that wish to continue sharding their identity through sharing on social media, and those that wish to cease sharing and re-connect with their sense of self. This change in approach may lead to massive differences in the way that brands target their consumers, advancing towards possible changes in the way industries consider demographics and their meanings.