Masks All The Way Down: How To Commodify Identity (As a Loyalty Play)
Having been employed in customer service for roughly a third of my life, I feel as though I’m accustomed to the little acts of phoniness that come with the line of work. I can put on a cheery affectation with exaggerated inflections to feign abundant enthusiasm for new products. I can maintain a bright-eyed yet gentle smile while a 74 year old woman berates me about how shitty our app is. When an item doesn’t scan and the customer asks if that means it’s free, I can even conjure a chuckle.In short, I know how to wear the mask.