so(cial)co(nsumer)centric
The idea is this: You put on a mask and uniform before leaving for work. You put on another set for school. You have costume for friends of different persuasions and one just for family. Who you are alone is not who you are with a lover or a friend. You quick-change like Superman in a phone booth when you bump into old friends from high school at the grocery store, or the ex in line for the movie. When you part, you quick-change back and tell the person you are with why you appeared so strange for a moment. They understand, after all, they are also in disguise. It’s not a new or novel concept, the idea of multiple identities for multiple occasions, but it’s also not something you talk about often. The idea is old enough that the word person derives from persona – a Latin word for the masks Greek actors sometimes wore so people in the back rows of a performance could see who was on stage.