This post on HauntedGeographies, muses on the ‘bottom-up’ identity, (the section relating to that is near the bottom of the post…)
“I still wonder if contemporary social formations even require identities or if the term “identity” makes any sense when talking about networks, affinities and assemblages? There is also the central role these grammars perform within “cognitive capitalism”, when identity building slips into branding, that “supremely shallow phenomenon”. However, if it is possible to rip visual identities from their niche, and preserve the cosmological and narrative components, then perhaps the practice can be revised?”