Lacan’s Mirror & Social Media
Lacan’s Mirror Stage of development is a concept in the psychoanalytic theory of Jacques Lacan describing the formation of one’s identity through perception of imagery. Long story short, ensuring who we think we are matches up to what we see in the mirror.
The concept in and of itself is interesting. But, when you apply a social lens to it, things become fascinating. Social media, a channel we typically use to curate our “best selves”, provides both the platform we use to build our identity as well as the mirror. Ugh… This feedback loop kinda makes my head hurt!
So, what gives? Who are we, really? What good is this to a brand trying to succeed the space?
Well, two of those questions could be debated for hours. But, the third, really has a pretty simple answer: Brands need to facilitate relationships between individual fans in a way that strengthens their own identity.
How do we do this?
- Tell them something that we know about them that they don’t. Think poll results, or showing a map of responses to a question.
- Summarize trends we’re seeing.
- Guide them with questions where groups can agree… or disagree.
- Highlight strong involvement within the community.
Just a few ways to get you thinking… Keep the ball rolling here, or @dfcbfirestarter.