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Just a click away from a new Identity - Capitalism and schizophrenia

Every major corporation in the world has a web site offering product information, interactive advertisements, and, increasingly, the ability to buy products on-line. 

Discount books, pizza delivery, stocks, and just about anything else you can imagine are available for purchase in cyberspace. Internet based commerce exemplifies and extends the trends in capitalism that this paper attempts to elucidate.

 In particular, World Wide Web shopping accelerates the rate at which a shopper can acquire products. The only thing that separates an advertisement from a purchase is a couple of mouse clicks. 

Late capitalism not only accelerates the flow of capital, but also accelerates the rate at which subjects assume identities. Identity formation is inextricably linked to the urge to consume, and therefore the acceleration of capitalism necessitates an increase in the rate at which individuals assume and shed identities. The internet is one of many late capitalist phenomena that allow for more flexible, rapid, and profitable mechanisms of identity formation.

Identity formation is central in the formation of schizophenia

This fracturing and multiplying of the subject, Deleuze leads to the realization that “schizophrenia is not only a human fact but also a possibility for thought” (Deleuze 1994 [1968], 148), thus expanding the term into a philosophical concept, beyond its clinical application.

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