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Online identity formation
The modernization of Western life during the 20th century and virtualization in the 21st century has provided people with broader opportunities for identity formation (e.g. online community participation, avatar creation, role-playing). At the same time this new, almost boundaryless virtual world has led to the human need for a simplification of life, identity and life goals, with the risk of withdrawing in cultural bubbles.
How can organizations tap into the need for consumers to play, have fun, and experiment with identities, while perhaps also providing guidance to a more fulfilling life?
Reference
Belk, R. W. (2013). Extended self in a digital world. Journal of consumer research, 40(3), 477-500.
Inglehart, R., & Baker, W. E. (2000). Modernization, cultural change, and the persistence of traditional values. American sociological review, 65(1), 19-51.