Worklife with Adam Grant The dangers of identity capitalism with Jia Tolentino
86 snips
May 20, 2025 
Jia Tolentino, a writer at The New Yorker and author of Trick Mirror, dives into the pitfalls of identity capitalism and personal branding. She discusses the pressures of online self-surveillance and the emotional toll of crafting a marketable image. Tolentino highlights the commodification of identity and the ethical dilemmas associated with sharing personal data. Advocating for authenticity, she emphasizes the value of genuine self-expression over superficial branding, making a compelling case for prioritizing true connections in the digital landscape.
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Personal Brand vs. Real Identity
- Personal branding commodifies selfhood under surveillance capitalism, profiting companies at our expense.
- It differs from being known genuinely by living under constant market-driven self-surveillance.
Jia's Reality TV Escape
- Jia Tolentino shared her experience on a 2005 reality TV show as a teenager to escape a restrictive environment.
- She contrasts that with today's social media pressure where one post can be endlessly scrutinized.
Inescapability of Commodified Selfhood
- Social media platforms incentivize seeing personality as a market commodity to gain approval and economic benefit.
- The weakening of labor unions and collective safety nets leaves self-branding as a lone survival strategy.
