- It’s starting to feel like we don’t have the option to be completely offline anymore. - [[the right to a bit of time each day when one is not for sale has all but vanished]] - As more of our lives and opportunities move online, we’ve started offering ourselves as commodities by turning ourselves into personal and lifestyle brands. - This is further atomization, and doubling: there is brand-you and your not-brand. - It’s also an internal doubling: [[there is you and there is brand you]]. - But [[{1.2a1a2a2} a brand is a promise of consistency and dependability]] – they are rigid and fixed; [[brands are not built to contain our multitudes]]. - When you lock yourself into a brand, a promise, a framework, a future, you [[foreclosing on prerogative to change|foreclose on your prerogative to change]]. - With so many of us trying to capture ourselves in a fixed brand, it’s limiting humanity’s ability to change and evolve. - We become harder and more fixed as a society. - I think it also changes how we see and change society… - [ ] Connect to [[We're getting the social media crisis wrong - web clip]] - This relates to the loss of institutions; we operate as our own sovereign entities. - [ ] connect to youtube video