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 "title": "The Orthonym Becomes a Heteronym: Facebook and the Industrialization of Unconscious Identity-Construction",
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   "was": "Semi-restored deposit for dead DOI 10.5281/zenodo.20057788 (Zenodo 410 / DataCite findable). Canonical body is the complete captured DataCite record. This essay argues that Facebook's \"real names\" policy constitutes one of the most consequential events in the history of heteronymic practice since Pessoa's formalization in 1914. Facebook turned the orthonym itself into a heteronym at civilizational scale, without the practitioner's knowledge or consent. Billions of people now maintain constructed identities under their legal names. This is heter",
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 "wiki_article": "**The Orthonym Becomes a Heteronym** argues that social-media “real name” systems industrialize identity construction while concealing that construction under legal identity.\n\nThe essay begins with a verification problem: a knowledge panel for Johannes Sigil requests government identification, but the document’s theory treats Sigil as a first-class heteronymic position rather than an alias of a legal name.\n\nPessoa provides the explicit model. His heteronyms are deliberately constructed positions with biography, style, philosophy, provenance, and bodies of work. Goffman supplies tactical performance; Butler supplies constitutive performativity; Pessoa adds architectural awareness—the deliberate maintenance of multiple named systems.\n\nFacebook’s real-names policy is then read as an inversion. Users build selected photographs, biographies, registers, affiliations, and persistent post histories under legal names. Context collapse, persistence, algorithmic shaping, and extraction turn this activity into standardized, measurable, scalable, monetizable identity production.\n\nThe essay’s “invisibility thesis” is that Pessoa makes construction visible while Facebook naturalizes it as authenticity. The user performs unpaid entity-construction labor but experiences the process as self-expression.\n\nA final section follows the orthonym assumption into knowledge graphs. Systems that treat alternative names only as labels differ from systems such as Wikidata that can represent heteronyms as first-class nodes.\n\nThe assertion that a heteronym is a person is a philosophical and Archive-ontological commitment, not a statement of legal personhood.",
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