In my last blog post I wrote about the digital people and three characteristics that describe these people in the way they behave and construct their identity in this new digital world.
This blog post is devoted to the first characteristic – one of the most interesting findings in Søren Schultz’s research. That is, that we have lost control of our own “image” in this new digital world and that has changed the way we act and think.
Back in the days a great thinker, Erving Goffman, argued that human interactions could be described through dramaturgical terminology. If we simplify his theory it’s like this: We had a (privat) backstage where we displayed our “true” identity and where we could rehearse our act so that we were ready to act in the front stage (public).
Our identity was private by default.
The thing that Søren Schultz states now is that we don’t have a back stage anymore or not even something in between. With the emergence of social media and the new technology everything has become public by default. You don’t know when someone is going tell something about you in a Facebook post or a tweet. You don’t know when someone is going to take a picture of you – because (almost) everyone carries a sort of camera now a days!
– A small test to prove the point: How many of the pictures of you on Facebook have you have you uploaded? I think I have uploaded 5% of the pictures I am in. And I am guessing it’s the same for you?
We have lost control!
Identity has moved away from being a more static and private thing into being a process that plays out in public. When you cannot control WHAT your identity is and how other portrays it, the only thing left is to control HOW you react to your identity.
And this applies to businesses as well! You cannot do a traditional one-way-push-celebrity-endorsement-we-gonna-tell-you-what-we-are-CAMPAIGN anymore. Because you do not own the right to portray your company’s identity – everyone does and everyone can!
From my point of view, two things follow from this:
- Stop thinking that you are in control and start taking others saying about you serious – that goes for companies as well as private persons.
- Instead of telling me (the customer) about you (the business) in an absolute and transmissional way, you need to give me the tools for me to start a dialogue about or with you. Because I want to do that: When I start a dialogue about your business it gives you or my friends the tools to portray my identity in a way that i want it.
It can suddenly turn into a positive spiral.
“The Digital People A Loss of Control [Part 2]” offers a thought-provoking analysis of how our digital presence reshapes identity and social behavior. Søren Schultz’s insights, tied to Goffman’s dramaturgical theory, make this a compelling read for anyone navigating the complexities of the online world.Pyspark Training
Schultz’s exploration of digital identity is both insightful and deeply relevant, offering a fresh perspective on how we present ourselves online. His connection to Goffman’s dramaturgical theory adds a rich layer of analysis that makes this a must-read for anyone interested in digital sociology. Databricks Training
I also appreciated the amount of research and resources that were provided. It made the information easy to understand and follow.
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At PSS Techno Services, we’ve seen firsthand how this shift in digital presence impacts both individuals and businesses. It’s no longer enough to “manage” your online identity—it needs to be actively shaped, protected, and constantly monitored. From brand perception to personal data exposure, digital footprints are created even when you’re not online.
At PSS Techno Services, we completely resonate with this observation. As a tech-driven company deeply rooted in digital solutions, we’ve seen first-hand how the digital landscape has transformed the way brands are perceived. You no longer own your image — your customers, users, and even competitors co-create it with every tweet, review, share, or post.
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A thought-provoking take on how digital spaces reshape our identity and control. Loved the emphasis on shifting from broadcasting to genuine dialogue—looking forward to more!
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