Abstract

This paper offers a theoretical reading of the phenomenon and experience of the social networking site, Facebook, through an exploration of how loyally a Facebook profile can represent the essence of an individual, and whether such Platonic notions of essence and loyalty of copy are disturbed by the nature of a social networking site profile, in ways described by Deleuze’s notions of the reversal of Platonism. In bringing a post-structuralist critique to a hugely successful and popular information system, the paper attempts to open up the black box of the ‘user’ and explore how notions of the Self might be reflected through engagement with IS.