- Naomi Klein argues that we’re living in a [[our doppelganger culture|doppelganger culture]] where maintain an [[{3.4a} your online presence is a doppelganger|online double]], maintain ourselves as [[{1.2a1a2a} many of us are turning our digital personas into personal or lifestyle brands|brands]], and where tech companies create [[{3.4a1} the machine-made doppelganger is our real digital doppelganger|machine-made doppelgangers]] with our data. - This phenomenon is marked by people acting as the *other* to people’s beliefs – the “yin to the other’s yang”. - It isn’t just individuals who have doubles, but entire nations and cultures. - e.g, authoritarian undercurrent of democratic US politics.