Instead of thinking of social media as a clear window into the selves and lives of its users, perhaps we should view the Web as being more like a painting.
This is why Facebook’s desire to own our identities online is fundamentally flawed; our Facebook identities are not who we are, and they are too large and cumbersome and singular to represent us all the time. Google+ has the same problem, of course. Frictionless sharing introduces an uncomfortable authenticity – Facebook identities thus far have been carefully and deliberately constructed, and allowing automatically shared content to accrete into an identity is a different process, a more honest and haphazard one, that for many may spoil their work.
As we do offline, our self-presentations online are always creative, playful, and thoroughly mediated by the logic of social-media documentation.
Pinterest and Instagram are built around these playful, creative impulses to invent ourselves. Twitter remains abstract enough to encourage it too, though in textual rather than visual form. Facebook and Google identities are such large constructions that they become restrictive – you can’t experiment in the way you can with other platforms because of the weight of associations and of history – and they’re not constructed in a vacuum. They rely on interactions with friends for legitimacy – but you can’t jointly create one the way you can a Tumblr or a Pinterest board. Group identities don’t quite work. Individual identities are too heavy to play with properly. But Pinterest and Instagram and Tumblr are online scrapbooks – visual, associative, picturesque – and are just the right formats for liminal experimentation with self-construction. Creative and lightweight.