Were we to turn off our computers or throw our smartphones in the river would the resulting isolation serve to neutralize us as thoroughly as participation in the new technologically mediated social system promises to? The technology itself, its propensity to capitalize on network effects, inevitably becomes coercive, reshaping the sphere in which identity can appear, in which vital recognition can occur. Our situation with social technologies is akin to that we face with consumerism. It’s difficult to resist consumerism because the resistance itself can so easily be transformed by the very system it wants to reject into a signifying product to be consumed for identity purposes. Something similar is happening with social media: we are left Twittering our paranoia about what twitter is doing to us.