Identity in the Age of Connectivity

Sara Asran explores the dynamics of identity online.

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Human identity is a captivating and intricate subject. One could argue that with the emergence of digital platforms, and the widespread availability of more diverse media, literature and learning opportunities than ever before, the way the average person defines themselves has undergone a significant transformation. Unlike just a couple of decades ago, when identity was often linked to one's personal traits and role within one's community, today it is becoming increasingly entangled with the things we consume, especially online.

A compelling case study of this identity shift can be observed in TikTok culture. While trends on this app emerge in a manner similar to trends spread through magazines and television in the past (albeit at an incredibly accelerated pace), what's striking on TikTok is how its users’ sense of themselves is increasingly intertwined with the clothes they wear, the media they engage with, even the food they eat. Though the notion of products shaping identities was famously propagated by Edward Bernays, the ‘father of public relations’, way back in the 1920s, this does underscore his profound understanding of human behavior.