Definition:
Commodified identity is the transformation of personal traits, values, aesthetics, or affiliations into marketable assets that generate economic value.
Usage Context:
Seen in social media branding, influencer economies, workplace self-presentation, lifestyle marketing, and platform-driven personalisation.
Critical Note:
When identity becomes a product, authenticity is pressured to perform and adapt to market demand. This blurs self-expression with labour, encouraging self-surveillance and emotional extraction while making worth legible in economic terms.
Related Terms:
Authenticity Performance, Creator Economy Exploitation, Identity Commodification, Visibility Tax, Platform Dependency