As Judith Butler puts it inBodies That Matter, âin the sense that the âIâ has no interior secure ego or core identity, âIâ must always enunciate itself: there is only performance of a self, not an external representation of an interior truth.â  Or, there isnât some coherent interior that we must faithfully  ârepresentâ through our ways of being and speaking/ lifestyle/ jobs/ consumer choices/ haircuts etc, though this is largely what the âauthenticityâ promise of consumer capitalism traditionally traded on. (altho personally, I do always aim to fully express my true self through my hair).
As Rob Horning says,  âconsuming authentically could seem to prove fidelity to our âreal selfââ, a self that was built on the foundations of what Katherine Hayles has called âpossessive individualism, the idea that subjects are individuals first and foremost because they own themselvesâ.Â
Instead, itâs through these choices and actions that the self- and gender, as Butler famously argues- is enunciated and created, that is, through its performance, which gains coherency and legitimacy through its reiteration, rather than fidelity to any intrinsic, essential quality.