Individuality is a recent phenomenon, which emerged in the populations of civilised democratic countries (Baudrillard, 2007). Our individuality is a ‘ghost of representation of ourselves’ (Baudrillard, 2007). The ghost is an interesting metaphor for the absence of personal essence, fading away to non-existence, sub-being. The identities which never truly existed and to constantly pretend it has is a weary task.
In the ‘postmodern uncertainty’ it also seems our own identities are continuously evolving and changing, made easy with the power of image. It is a ‘fluid persona’ as it can be consciously shaped (Wilbur, 1996). In other words we are curating our identities online, ‘editing’ and ‘highlighting’ certain aspects of our lives (Johnson, 2010).