Abstract

The individual management of online identity, as part of a wider politics of personal information, privacy, and dataveillance, is an area where public policy is developing and where the public sector attempts to intervene. This paper attempts to understand the strategies and methods through which the UK government and public sector is engaging in online identity management. The analysis is framed by the analytics of government (Dean 2010 ) and governmentality (Miller and Rose 2008 ). This approach draws attention to the wide assemblage of public and private actors with shared regimes of practice and fields of visibility, as well as to the extent to which individual actors are made responsible for their own identity management. The paper also uses communication and discursive research to examine the potential failings of engagement efforts. Communication theory suggested that the assumption of individual responsibility, alongside linguistic distortions created by this way of understanding the problematic of identity management, complicate and fundamentally limit engagement activity.