The Creation of the Modern Self

The creation of an individual identity is a fascinating cultural phenomena, but for the expression of the individual self in current post-modern digital society with its fundamentals rooted in capitalism, seems to be little room. Human expression seems to be approached as a cultivation instead of an autonomous outcome which is due to capitalist mass consumption. The shift from web 1.0 to web 2.0 generated a profitable platform society. An environment wherein individual identities are central and get translated into products of a pre-programmed disciplined power structure executed on online platforms. The commodification of user-generated data resulted into an embedded structure within an algorithmic filter bubble better known as Google¿s ¿personalised search¿ concept. The filter bubble seems to be a new construct but is actually a technological embodiment of fixed patterns for the existing human modernity of creating the self. The individual platform user seems to compromise his individual values for being and living online.