If you declare your awareness of the effect of society's institutions, politico/economic in the formation of the self. You may feel it is an awareness of one's own constructedness
This may finally justifies one's inhabiting an identity as though it were real (i.e. existed outside the effect of institutions). However this is the myth of the modernist project as the final stronghold against commodity culture.
Being a modernist, implies separation from the larger realm of commodities which saturate us, which is an impossible task
When the constructed persona fails, the only alternative is unbridled consumption. Shopping becomes the alternative