This paper offers a theoretical reading of the phenomenon and experience of the social networking
site, Facebook, through an exploration of how loyally a Facebook profile can represent the essence of
an individual, and whether such Platonic notions of essence and loyalty of copy are disturbed by the
nature of a social networking site profile, in ways described by Deleuze’s notions of the reversal of
Platonism. In bringing a post-structuralist critique to a hugely successful and popular information
system, the paper attempts to open up the black box of the ‘user’ and explore how notions of the Self
might be reflected through engagement with IS.