From Cyborg Anthropology
The conscious production of identity through action, whether the action is physical, mental, virtual or both. The production of identity in virtual reality can occur on a social network, through text, image or video and can occur in small moments or large ones. Identity of large companies strives to maintain a static brand. Individuals often change. In virtual interaction culture, status updates must be technosocially attractive to viewers, or else identity loses gravity. Brands, and increasingly individuals, seek to increase gravity.