MYTH & MEANING ESSAYS 6 OF 6
Abstract
This essay unveils the Identity Velocity Framework (IVF), tracing the inevitable merger of consumerism and self through semiotic myths, affective responses, and AI-driven systems from the 1950s to an uncharted future. IVF hinges on a key insight: affect theory’s visceral tug aligns with System 1’s fast reactions, shaped by semiotic myths—cultural “truths” like wine’s vitality—fusing consumption with identity in a cycle sped by technology. Part 1 defines IVF’s pillars—Semiotic Myths (Barthes’ legacy), Affective Triggers (System 1’s pull), and Systemic Velocity (tech’s thrust)—showing how myths prime affect to merge buying and being. Part 2 charts this fusion across time: from the 1950s’ slow myths, where “modern me” took months, to the 2030s’ subliminal selves and 2050s’ posthuman pulses, where “optimal me” emerges instantly via AI’s precision. Blending semiotics, affect, and artificial intelligence, IVF reveals an unstoppable shift: identity becomes consumption, driven by limbic impulses exploited with growing finesse. From Barthes’ era to a future of neural cues, the framework illuminates how consumerism and self converge—accelerated by speed, refined by AI—into fluid, inevitable states, reflecting a trajectory where human instincts and technological mastery meld the act of consuming with the essence of who we are.
Part 1: Defining the Identity Velocity Framework – The Semiotics-Affect-System 1 Nexus
Introduction
The merger of consumerism and self reflects a profound shift, accelerating from the semiotic landscapes of the mid-20th century to the digital and AI-infused realities of 2025 and beyond. In the 1950s, Roland Barthes illuminated how objects—like a glass of wine or a sleek car—carried cultural meanings, slowly weaving consumption into identity through layered narratives. Today, this fusion unfolds at breakneck pace, driven by instant digital exchanges and technologies that redefine human experience. This essay introduces the Identity Velocity Framework (IVF) to map this inevitable trajectory, offering a lens to understand how consumerism and self meld from static, myth-laden acts to fluid, immediate states propelled by speed and precision.
Central to IVF is the idea that identity consumption fuses through a rapid cycle: culturally embedded signs, ingrained as “truths” or birthed by novelty, trigger fast System 1 reactions, which emotions amplify—all accelerated by technological systems. This nexus of semiotics’ myths, System 1’s quick catches, and affect’s visceral tug merges buying a product with becoming a self, a process refined by AI’s hyper-niche alignment. The framework rests on a pivotal insight: semiotic signs prime System 1’s instinctive catches, affect tugs these into action, and speed scales it, creating an unstoppable loop where consumerism becomes identity, blending entrenched meanings with fresh ones.
This first part defines IVF through three pillars. “Semiotic Myths” examines how signs, building on Barthes’ legacy, provide templates—some solidified over time, others newly minted—that System 1 grasps instantly, fusing consumption and selfhood. “Affective Triggers” delves into how these spark immediate emotional responses in System 1’s domain, driving the merger forward. “Systemic Velocity” highlights how technology—from mass media to AI—compresses this process, tailoring it with granular precision. Together, these pillars show consumerism and self converging from a reflective act to an immediate, personalized one, fueled by accelerating systems and culture’s dynamic reinvention. By unpacking this nexus, the essay lays the groundwork for tracing an inevitable path—from the deliberate myths of the 1950s to the fleeting, tech-charged selves of the future—where velocity and novelty fuse the act of consuming with the essence of being.
1. Semiotic Myths – The Shaping Foundations
The Identity Velocity Framework (IVF) begins with semiotic myths—culturally charged signs that anchor the rapid construction of identity through consumption. These myths, famously explored by Roland Barthes in the 1950s, build on a foundation laid by Ferdinand de Saussure, whose work defined signs as the pairing of a signifier (a word or image) with a signified (its concept)—a first-order relationship. A soldier saluting a flag, at this basic level, is just a person and a gesture. Barthes took this further, arguing that such signs gain a second layer of meaning—myths—through cultural context, turning the salute into a symbol of duty or imperial pride. In IVF, these second-order semiotic myths act as preloaded templates, primed for the mind’s fast, intuitive System 1 to seize, accelerating identity formation. This section unpacks how myths serve as the framework’s bedrock, shaping the self through recognition and setting the stage for speed.
Saussure’s semiotics established that meaning starts simply: a glass of wine is a signifier for the liquid it contains—first-order signification. Barthes extended this, showing how culture adds a second order, where wine becomes vitality or sophistication. A shiny Citroën in the 1950s wasn’t just a car (Saussure’s level); it whispered “modern me,” tying its owner to progress. Today, a vinyl record might hum “authentic me,” evoking individuality amid digital streams. These myths don’t require active analysis—they embed themselves in shared understanding, offering System 1 a shortcut to identity. When someone grabs a rugged jacket, the first-order sign (jacket) meets the second-order myth (“adventurous me”), snapping into place as a consumable self-narrative.
The key insight here is that semiotic myths, built on Saussure’s first-order signs, shape System 1’s instant catches, paving the way for affect—the emotional tug—to seal the process. Wine’s mythic vitality isn’t static; System 1 grabs it at a bottle’s sight, sparking a surge of energy or allure. That tug, explored next, turns sign into self. Or take sneakers tied to “hype me.” The first-order swoosh (a logo) becomes a second-order myth of exclusivity; System 1 locks on, and excitement follows. This interplay defines why myths matter: they transform Saussure’s basic signs into cultural templates, making identity consumption swift and intuitive.
Identity emerges as people tap these myths through acts of consumption. A jacket isn’t just worn—it’s “adventurous me” adopted. In the 1950s, this unfolded slowly, with media like magazines dripping myths into awareness over months. A denim-clad farmer became “rugged me,” but the link took time. By 2025, digital platforms flood System 1 with signs—a bamboo straw on Instagram signals “eco me” instantly. The progression from Saussure’s direct signifier-signified bond to Barthes’ layered myths remains, but the delivery has quickened, adapting to a faster world.
This shift hints at an evolving role for semiotic myths. Early myths leaned on mass media’s broad reach—think Coca-Cola as “happy me” for millions, its first-order fizz layered with joy. Now, AI tailors them: a playlist whispers “curated me” to one, a fitness tracker hums “optimized me” to another. The foundation stays semiotic—Saussure’s signs gain Barthes’ myths—but scales from universal to personal. A hybrid car once took days to cement “green me” via slow reflection; today, an X post about solar panels sparks it in seconds, the myth preloaded. This acceleration rests on myths’ ability to build on first-order simplicity, making them instantly recognizable to System 1.
That speed through recognition is IVF’s core. Myths work because they’re familiar—Saussure’s leaf (a plant) becomes Barthes’ “calm me” not as a puzzle, but as a drilled-in cultural cue, ready for uptake. In the 1950s, “family me” might have solidified over years via a station wagon’s first-order utility and mythic stability. By 2025, a viral cozy dinner video triggers it in moments, System 1 catching the sign and affect tugging it home. The journey from Saussure’s basic signification to Barthes’ myths fuels this efficiency, turning consumption into identity at a glance.
Looking forward, semiotic myths will grow subtler yet more pervasive. As AI weaves signs into daily life—a smart fridge nudging “health me” with kale—the line between Saussure’s first-order signs and Barthes’ myths blurs, feeling less imposed and more innate. The soldier, the wine, the sneakers: these are roots of a system where signs evolve from mass-scale cues to AI-spun threads. Myths remain the shaping foundations because they bridge Saussure’s elemental meanings to Barthes’ cultural narratives, priming System 1 for affect’s pull. Their shift from slow, broad signs to rapid, tailored ones foreshadows a future where identity isn’t just consumed—it’s absorbed, a reflex born from the quiet power of meaning layered onto the world.
2. Affective Triggers – The System 1 Catch
The second pillar of the Identity Velocity Framework (IVF) centers on affective triggers—the visceral, emotional responses that ignite identity consumption by latching onto the semiotic myths explored earlier. These triggers operate within System 1, the mind’s fast, instinctive mode of thinking, where decisions snap into place without deliberate reasoning. A rush of excitement at a new sneaker drop, a wave of calm from a leafy plant in a room—these are the tugs that bring myths to life, turning signs into pieces of the self. Within IVF, affective triggers amplify the templates provided by semiotics, driving the cycle of identity formation with immediacy and force. This section examines how these emotional pulls, rooted in System 1’s domain, reinforce and evolve semiotic myths, accelerating the consumption of identity through their snap-like speed.
Affect theory frames these triggers as raw, bodily reactions—emotions that hit before thought. The thrill of unwrapping a hyped sneaker isn’t planned; it’s a gut-level surge tied to the mythic “hype me.” A leaf on a bamboo product doesn’t require analysis to evoke “mindful me”—its calm washes over instantly. These responses belong to System 1, the intuitive engine that bypasses slower, reflective processing. In IVF, their role is clear: they take the preloaded semiotic myths—say, sneakers as exclusivity or leaves as peace—and give them emotional weight, no conscious effort needed. The result is an instant pull that locks the myth into identity, making consumption feel less like a choice and more like a reflex.
The key insight here is that this tug works because semiotics shapes it—myths prime System 1’s catch, and affect tugs it into place. A sneaker’s swoosh, steeped in the myth of “hype me,” doesn’t just signal status; System 1 grabs it, and the thrill tugs it home, cementing “cool me” in seconds. Similarly, a leaf’s semiotic “mindful me” triggers System 1, and a soothing tug reinforces “calm me” without delay. This synergy is IVF’s engine: semiotics provides the sign, System 1 catches it, and affect’s pull makes it stick. A vinyl record’s “authentic me” myth might spark a warm nostalgia; System 1 latches on, and the tug solidifies an identity tied to individuality. The emotional response doesn’t follow the myth—it’s fused with it, instant and inseparable.
This fusion ties directly to identity consumption, as affect reinforces or evolves myths through gut reactions. A rugged jacket’s “adventurous me” isn’t just recognized; the rush of freedom it sparks embeds it deeper, strengthening the self-narrative. Over time, these tugs can shift myths—sneakers once meant “athlete me” in the 1980s, but today’s hype tugs them toward “trendsetter me.” The speed comes from affect’s snap: unlike the 1950s, where pride in a Citroën’s “modern me” built gradually, today’s bamboo straw triggers “eco me” in a heartbeat. System 1, primed by semiotics, doesn’t hesitate—affect hits, and identity slots into place. Consumption becomes a vehicle for these tugs, each purchase or interaction a chance to feel the self anew.
Historically, affective triggers were simpler, their pull slower to take hold. In the 1950s, a soldier saluting might stir a quiet pride tied to “duty me,” but the emotion spread through weeks of newsreels or posters, aligning with the era’s sluggish systems. By the 1980s, TV ads for Nike sneakers blasted “athlete me” with bolder hype, shrinking the tug to days. The 2000s brought digital immediacy—Apple’s “creative me” sparked FOMO in hours via sleek unveilings. Today, in 2025, a TikTok haul video ties “vintage me” to a thrifted jacket, the tug landing in minutes. The myths haven’t changed in essence—Saussure’s signs still gain Barthes’ layers—but affect’s delivery has quickened, matching System 1’s pace. Each era’s emotional pull grows sharper, fueled by faster media and denser semiotic webs.
This evolution points to AI’s role in refining affective triggers. Where early tugs were loud—think 1990s sneaker drops shouting excitement—modern ones are surgical. An algorithm might nudge “health me” with a kale smoothie ad, the calm so subtle it’s barely noticed, yet System 1 catches it, and identity shifts. AI doesn’t invent the tug; it hones it, learning which myths—like “eco me” or “optimized me”—pair with which emotions for each person. A smart speaker suggesting a playlist doesn’t just offer “curated me”; it triggers a quiet joy, tailored and instant. This precision boosts System 1’s efficiency, making affective pulls less about overt hype and more about seamless integration into daily life.
The speed of these triggers is what ties them to IVF’s velocity. In the 1950s, a wine’s “vital me” might have tugged over a leisurely dinner, pride settling slowly. Now, an X post about solar panels sparks “green me” in seconds—System 1 grabs the myth, affect tugs, and identity forms before the scroll ends. This snap-like pace reflects consumption’s reflex: a new gadget isn’t just owned; its “chic me” tug makes it part of the self instantly. Affect’s immediacy, rooted in System 1 and shaped by semiotics, turns identity into something felt as much as chosen, a process that technology only hastens.
Looking ahead, AI promises to push this further, from loud to subtle, amplifying System 1’s role. Imagine a 2030s fridge suggesting “calm me” with a leaf-patterned tea—its tug so faint it’s subliminal, yet potent. The myth remains semiotic, but affect’s delivery becomes a whisper, perfectly timed for System 1’s catch. This refinement doesn’t dilute the tug; it sharpens it, embedding identity deeper with less effort. Affective triggers, as IVF’s second pillar, bridge semiotics to velocity—myths shape the catch, emotions pull it tight, and speed scales it. From sneaker rushes to leafy calms, these tugs make identity consumption not just fast, but visceral, a heartbeat driving the self into being.
3. Systemic Velocity – Speeding the Cycle
The third pillar of the Identity Velocity Framework (IVF) is systemic velocity—the accelerating force of technological systems that compress the cycle of identity consumption. Where semiotic myths provide the templates and affective triggers supply the emotional pull, systemic velocity determines how quickly these elements converge in System 1, the mind’s fast, intuitive processor. In the 1950s, Roland Barthes observed myths spreading through slow channels like print or radio, giving identity time to settle. Today, digital platforms and artificial intelligence shrink that process from weeks to seconds, turning identity formation into a near-instant reflex. This section explores how technology drives the speed of the semiotics-affect-System 1 nexus, transforming consumption into a rapid loop where the self emerges faster than ever before.
Barthes’ era marked a limit to systemic velocity. A myth like “modern me” tied to a Citroën relied on magazines or showroom visits, taking months to reach System 1 and stir a prideful tug. Media moved at a crawl, and identity followed suit—consumption was deliberate, identities statuesque. IVF reframes this: technological systems—spanning newspapers to AI—collapse the time between myth, catch, and tug. By 2025, a bamboo straw on TikTok signals “eco me,” System 1 grabs it, and a calm tug lands in moments, all fueled by digital immediacy. Systemic velocity doesn’t create the myths or emotions; it accelerates their fusion, making identity a product of speed as much as meaning.
The key insight remains central: speed lets semiotic myths hit System 1, tugged by affect, in ever-tighter loops. An X post about solar panels flashes “green me”—the myth loads instantly, System 1 catches it, and a surge of purpose tugs it into identity before the screen dims. Compare this to the 1980s, where a Nike ad’s “athlete me” took days of TV exposure to spark hype. Technology shrinks the gap: what once unfolded over weeks now resolves in a scroll. This velocity stems from systems evolving—from mass media’s broad waves to digital’s pinpoint streams, then AI’s predictive nudges—each iteration tightening the cycle where signs become selves.
Identity ties to this through consumption’s reflex. Fast systems mean fast selves—a gadget’s “chic me” or a playlist’s “curated me” slots into place not through reflection, but reaction. In the 2000s, Apple’s “creative me” needed hours of buzz from a keynote to tug FOMO; by 2025, a single Instagram story triggers “vintage me” in a glance. Systemic velocity amplifies this, flooding System 1 with myths and tugs at a pace that outstrips conscious choice. Consumption isn’t just an act—it’s a rhythm, synced to technology’s beat. A smartwatch pinging “optimized me” doesn’t wait for deliberation; its myth and tug land as one, identity consumed in the blink of a notification.
This acceleration traces a clear arc. In the 1950s, systemic velocity was static—wine’s “vital me” crept through dinner parties or ads, pride building slowly. The 1980s-1990s quickened it with broadcast TV, shrinking “cool me” from a sneaker drop to days. The 2000s-2010s went digital, cutting “chic me” from an iPhone launch to hours. Today, AI-driven systems slash it further—a “health me” kale suggestion from a fridge hits in seconds, myth and tug fused by algorithmic precision. Each leap reflects technology’s role: not inventing identity, but speeding its delivery. Where Barthes saw myths as cultural sediment, IVF sees them as sparks, ignited by systems that collapse time.
AI marks the next frontier, pushing systemic velocity into subliminal territory. Early systems shouted—think 1990s infomercials blaring “happy me” with a soda. Now, AI whispers: a playlist cues “curated me” with a subtle joy, or a smart home dims lights for “calm me,” the tug seamless. This isn’t random; AI learns which myths pair with which affects, delivering them to System 1 with surgical timing. An X thread on upcycling might flash “eco me” to one user, while a fitness app nudges “optimized me” to another—all instant, all tailored. Velocity here isn’t just speed; it’s efficiency, compressing the cycle until identity feels less chosen and more inevitable.
This compression reshapes consumption’s nature. In slower systems, identity had room to breathe—a station wagon’s “family me” solidified over years of carpools and ads. Today, a viral video of a cozy dinner triggers it in minutes, System 1 racing ahead of reflection. Systemic velocity ensures myths don’t linger—they strike, tug, and stick, fueled by platforms that thrive on immediacy. A 2025 TikTok haul doesn’t just show a jacket; it delivers “adventurous me” before the clip ends, consumption and identity merging in real time. Speed becomes the system’s signature, turning the self into a series of rapid pulses rather than a fixed form.
The evolutionary hint is profound: AI’s subliminal speed will fuse the triad—semiotics, affect, System 1—into a near-continuous flow. Imagine a 2030s world where a fridge’s “health me” kale nudge or a neural ad’s “zen me” bypasses awareness entirely, myth and tug hitting System 1 as one. Velocity won’t just accelerate identity—it’ll redefine it, making consumption a background hum rather than a foreground act. As IVF’s third pillar, systemic velocity reveals how technology doesn’t merely support the cycle; it supercharges it, shrinking loops until identity emerges not over time, but in time’s absence—a reflex sculpted by the systems we build.
Conclusion To Part 1
The Identity Velocity Framework (IVF) frames identity consumption as a swift cycle of semiotics, affect, and systemic velocity. Its pillars align: semiotic myths, from Saussure’s signs to Barthes’ naturalized layers, form templates System 1 catches instantly; affect tugs these into emotional reality; and technological systems shrink the loop from months to moments. Barthes revealed myths embedding as cultural “truths”—like “vital me” or “hype me”—so deep that System 1 grabs them effortlessly, primed for affect’s pull. Yet, culture’s thrust for novelty ensures myths evolve slowly or birth anew, from “eco me” to “optimized me,” feeding the cycle with fresh signs. This insight—semiotics shapes System 1’s catch, affect tugs it, speed scales it—defines IVF, making consumption reflexive.
AI supercharges this, aligning myths, identity, and products with hyper-niche precision. Spotting patterns, it delivers “calm me” via a leaf-patterned tea to the right person, tailored and instant. Technology not only hastens ingrained myths but accelerates new ones’ embedding, satisfying culture’s demand for newness. Identity morphs from static narratives to fluid pulses, each cycle faster and more personal as systems tap both entrenched and emerging signs.
How does this play out historically? The 1950s saw myths linger in slow media, “modern me” taking time to settle. By 2025, entrenched myths fuel instant selves—an AI nudge like “health me” lands in seconds—while new myths rise, driven by novelty’s pull. Part 2 will chart this arc: from Barthes’ era of solid meanings to futures where AI blends old myths and new, blurring sign, emotion, and system. Identity, once a fixed form, becomes a dynamic flow, shaped by speed, precision, and culture’s endless reinvention.
Part 2 – The Evolution of Identity Velocity – From Semiotic Roots to Instant Futures
Introduction
The Identity Velocity Framework (IVF) traces an inexorable merger of consumerism and self, from Roland Barthes’ semiotic roots in the 1950s to an AI-driven future beyond 2050. Part 1 established IVF’s core: semiotic myths—embedded as “truths” or birthed by novelty—shape System 1’s instant catches, tugged into being by affect, and accelerated by technological systems, fusing consumption with identity. This nexus, refined by AI’s hyper-niche precision, reveals an unstoppable shift from slow, stable forms to rapid, fluid states. Part 2 maps this convergence across time, showing how speed and personalization meld the act of consuming with the self through meaning, emotion, and technology.
This section’s thesis rests on a key insight: consumerism and self merge as semiotics primes System 1’s catch, affect tugs it into reality, and technology scales this cycle’s pace, driving an inevitable fusion. What began as Barthes’ slow myths—like wine’s “vital me”—becomes a world where AI aligns “health me” or “eco me” to individuals in moments, blending ingrained signs with fresh ones born of cultural reinvention. This unfolds across six eras, each marked by rising velocity and precision, reflecting how systems fuse the myth-affect-System 1 loop while satisfying novelty’s pull.
The journey starts in the 1950s with static myths, progresses through broadcast and digital accelerations, and reaches 2025’s algorithmic blur, where entrenched and emerging myths meld consumerism and self instantly. Looking ahead, the 2030s promise subliminal horizons—AI weaving subtle tugs into daily life—while the 2050s envision a posthuman pulse, where identity and consumption fuse beyond recognition via neural interfaces. Across these eras, velocity rises not just in pace but in personalization: AI pairs myths and products to individuals with granular accuracy, from “cool me” sneakers to “zen me” neural cues. This arc illuminates an unstoppable path: consumerism shifts from a cultural crawl to a reflex where selfhood is consumption, sculpted by speed, precision, and novelty. Part 2 reveals IVF’s implications—rooted in limbic impulses and propelled by tech’s mastery—where the merger of buying and being becomes an inevitable rhythm of human experience from the 1950s onward.
1. 1950s: Static Myth Era
In the 1950s, the Identity Velocity Framework (IVF) begins with a static myth era, where identity consumption moved at a deliberate crawl, shaped by deeply embedded semiotic myths and constrained by slow technological systems. Roland Barthes’ Mythologies captured this moment: everyday signs—like a glass of wine signaling “vital me” or a Citroën whispering “modern me”—carried cultural meanings that had solidified over time into naturalized “truths.” These myths, rooted in Saussure’s first-order signs and layered with Barthes’ second-order significance, primed System 1’s intuitive catches, but their spread through print, radio, and early television was gradual. Affect’s tug—pride in a soldier’s salute or satisfaction from a family station wagon—emerged slowly, reinforcing identity as a stable, statuesque form.
Within IVF, this era reflects a minimal velocity: semiotic myths like “duty me” or “vital me” shaped System 1, but their delivery took weeks or months via static media. A farmer in a denim ad became “rugged me,” its myth ingrained through years of rural imagery, triggering a quiet resilience only after repeated exposure. Affect played its role—pride or comfort tugged these catches into identity—but the cycle lacked speed. System 1 grabbed the sign (e.g., wine as vitality), yet the emotional pull settled over leisurely dinners or showroom visits, not instant scrolls. Identity consumption mirrored this pace: owning a Citroën didn’t just signal “modern me”—it built it over months, a statue etched by repetition.
The key insight holds: semiotics shaped System 1’s catch, affect tugged it, and speed—or its absence—scaled the process. These myths worked because they were entrenched—wine’s vitality or the soldier’s duty felt true, not new, their cultural depth making them ripe for System 1. Yet, even in this static era, culture’s thrust for novelty stirred faint ripples. The Citroën itself, a sleek post-war marvel, hinted at an emerging “progress me,” a new myth birthed amid industrial optimism. Such novelties were rare, though, and slow to embed—unlike today’s rapid cycles, the 1950s lacked systems to accelerate their uptake.
Contrast this with later eras’ velocity: where 2025’s AI aligns “eco me” to a bamboo straw in seconds, tailoring myth and product with hyper-niche precision, the 1950s offered no such immediacy. A station wagon’s “family me” took years of ads and carpools to tug fully, its myth a collective truth, not a personal pulse. Consumption here was less about reflex and more about ritual—identity formed through gradual alignment with ingrained signs, not instant triggers. This era sets IVF’s baseline: speed was crawling, myths were static, and affect’s pull, though real, unfolded over time—a far cry from the granular, AI-driven futures where new myths and old fuse in a blink.
2. 1980s-1990s: Broadcast Acceleration
The 1980s and 1990s mark a shift in the Identity Velocity Framework (IVF) toward broadcast acceleration, where identity consumption quickened through the rise of television and mass marketing. Building on the 1950s’ static myths, this era saw semiotic signs—deeply ingrained as cultural “truths”—reach System 1 faster via pervasive broadcast media. Nike’s swoosh signaled “athlete me,” a myth rooted in decades of sports culture, while Coca-Cola’s fizz reinforced “happy me,” its cheer a naturalized staple. These entrenched myths primed System 1’s intuitive catches, but now, affect’s tug—hype from a sneaker ad or joy from a soda jingle—landed in days, not months, as TV shrank the cycle. Identity became less a statue and more a movie, unfolding with moderate speed.
Within IVF, semiotic myths like “cool me” from Air Jordans shaped System 1, amplified by bolder affective triggers. A sneaker drop didn’t just whisper exclusivity; it blasted excitement through MTV or Super Bowl ads, tugging “trendsetter me” into place within a week. The key insight holds: semiotics shaped System 1’s catch, affect tugged it, and speed scaled it. These myths worked because they were embedded—Nike tapped athletic lore, Coke leaned on communal joy—making them instant for System 1. Yet, culture’s thirst for novelty birthed new myths: “rebel me” emerged with grunge fashion, its flannel and angst a fresh sign taking root amid the era’s countercultural pulse. These nascent myths tugged slower, needing time to embed, unlike their ingrained counterparts.
Systemic velocity drove this leap. Where the 1950s relied on print’s crawl, the 1980s-1990s harnessed broadcast’s reach—commercials flooded homes, accelerating the myth-affect-System 1 loop. A Walkman’s “mobile me” didn’t settle over years like a Citroën; its portability myth and freedom tug hit via Sony ads in days. Consumption reflected this: owning Nikes or a VCR wasn’t just a purchase—it was identity snapped into place by media’s rhythm. Affect grew louder—hype replaced pride as the dominant tug—mirroring technology’s push. Still, this pace pales against later eras: 2025’s AI aligns “eco me” to a bamboo straw in seconds with hyper-niche precision, while the 1990s’ broad blasts lacked such tailoring.
This era’s moderate speed shows identity evolving. A denim jacket’s “rugged me” tugged resilience faster than the 1950s farmer ad, yet slower than today’s TikTok haul. Ingrained myths dominated—new ones like “tech me” from early PCs emerged, but their affective pull awaited deeper embedding. Broadcast acceleration bridged the static past to a digital future, scaling velocity without breaking the mold. It set the stage for sharper systems, where novelty and precision would soon redefine the self’s tempo.
3. 2000s-2010s: Digital Dawn
The 2000s and 2010s usher in the digital dawn within the Identity Velocity Framework (IVF), where identity consumption surges to high speed through the advent of the internet and social media. Building on broadcast acceleration, this era saw semiotic myths—entrenched as cultural “truths”—hit System 1 with unprecedented rapidity. Apple’s sleek devices signaled “creative me,” a myth rooted in decades of innovation lore, while Instagram lofts screamed “chic me,” their aesthetic polish a digital-age staple. These ingrained signs triggered System 1 instantly, tugged by intense affect—FOMO from an iPhone launch or envy from a curated feed—shrinking the cycle to hours. Identity morphed from a movie into a playlist, fluid and fast.
In IVF, semiotic myths shaped System 1’s catches with new intensity. An iPhone’s “creative me” didn’t just whisper—it roared through keynotes and viral hype, its tug landing by nightfall. The key insight persists: semiotics shapes System 1’s catch, affect tugs it, and speed scales it. These myths thrived because they were embedded—Apple’s genius or Instagram’s gloss felt true, primed for instant uptake. Yet, culture’s novelty drive birthed fresh myths: “connected me” emerged with Facebook’s networks, its promise of belonging tugging at System 1 as it took root. Newer still, “fit me” from early fitness trackers flickered, its affective pull—motivation or pride—gaining ground but not yet fully ingrained.
Systemic velocity soared with digital systems. Where the 1990s broadcast broadly, the 2000s-2010s went targeted—YouTube ads, Twitter trends, and Instagram stories flooded System 1 with myths and tugs at a click. A selfie with “chic me” decor didn’t settle over days like a Nike ad; its envy tugged identity into place by dusk. Consumption became a rapid loop: buying a gadget or posting a photo wasn’t just an act—it was “smart me” or “social me” consumed in real time. Affect sharpened—FOMO outpaced hype—mirroring digital’s immediacy. Still, this speed lacks 2025’s AI finesse: where AI aligns “eco me” to a bamboo straw in seconds with hyper-niche precision, the 2010s cast wider nets, less tailored but vastly quicker than before.
This era’s high velocity reshaped identity’s flow. A blog’s “authentic me” tugged nostalgia faster than a Walkman’s “mobile me,” yet slower than today’s TikTok blur. Ingrained myths like “creative me” dominated—new ones like “fit me” or “influencer me” from YouTube stardom emerged, their tugs potent but awaiting deeper cultural embedding. Digital dawn broke the mold of broadcast’s moderate pace, flooding systems with signs and emotions. It primed the self for sharper velocity, where novelty and precision would soon tighten the cycle further.
4. 2020s (to 2025): Algorithmic Blur
The 2020s, up to March 20, 2025, define an algorithmic blur within the Identity Velocity Framework (IVF), where identity consumption reaches blazing speed through AI-driven systems and pervasive digital platforms. Building on the digital dawn, this era leverages semiotic myths—entrenched as cultural “truths”—to hit System 1 daily, even hourly. A bamboo straw signals “eco me,” its green ethos a decades-old staple, while a thrifted jacket whispers “vintage me,” rooted in retro allure. These ingrained signs trigger System 1 instantly, tugged by surgical affect—calm from sustainability or nostalgia from a TikTok haul—collapsing the cycle to minutes. Identity becomes a stream, fluid and relentless.
In IVF, semiotic myths shape System 1’s catches with razor-sharp precision. A bamboo product’s “eco me” doesn’t just tug—it lands via an X post or ad, its calm embedding identity in seconds. The key insight holds: semiotics shapes System 1’s catch, affect tugs it, and speed scales it. These myths work because they’re embedded—bamboo’s eco-truth or vintage’s authenticity feels instinctive, primed for uptake. Yet, culture’s novelty drive births new myths: “hyperlocal me” emerges from urban farming trends, its freshness tugging pride as it embeds, while “remote me” from Zoom culture gains traction, its flexibility a fresh sign. These nascent myths tug potently, though their full ingraining awaits time.
Systemic velocity peaks with AI, aligning myths, identity, and products at a hyper-niche level. Where the 2010s cast wide digital nets, 2025’s algorithms spot patterns—pushing “health me” via a kale smoothie ad to a wellness fan, or “vintage me” via a thrift haul to a nostalgia buff—delivering tailored tugs in moments. A TikTok video doesn’t just show a jacket; its “adventurous me” myth and rush hit System 1 before the clip ends, consumption fused with identity. Affect refines—calm or joy replaces FOMO’s blunt edge—mirroring AI’s subtlety. This precision marks a leap: the 1950s’ “modern me” took months; the 2020s’ “eco me” takes seconds, personalized by data-driven systems.
This blazing speed redefines consumption’s rhythm. A solar panel X post triggers “green me” faster than an iPhone’s “creative me,” its purpose tugging identity mid-scroll. Ingrained myths dominate—new ones like “crypto me” from blockchain hype or “sober me” from wellness waves emerge, their tugs (excitement, clarity) strong but not yet fully embedded. AI accelerates this embedding: a playlist’s “curated me” once took days to tug joy; now, a Spotify nudge lands it instantly, myth and product aligned to the listener’s pulse. Identity shifts daily—less a playlist, more a stream—each catch a reflex sculpted by algorithmic flow.
The era’s velocity hints at its limits and potentials. Where the 1990s broadcast “cool me” in days, 2025’s AI shrinks “health me” to a fridge ping, its tug seamless. Yet, this blur retains a human core—myths still draw from culture’s deep well or novelty’s edge, not pure machine invention. Consumption becomes a dance: a smartwatch’s “optimized me” or a viral recipe’s “cozy me” slots into the self before reflection kicks in. This sets the stage for subtler horizons, where AI’s precision and culture’s reinvention push identity beyond the visible, blending old truths and new signs into a near-instant flow.
5. 2030s: Subliminal Horizon
The 2030s project the Identity Velocity Framework (IVF) into a subliminal horizon, where identity consumption reaches hyperspeed through AI’s seamless integration into daily life. Building on the algorithmic blur of 2025, this era refines semiotic myths—entrenched as cultural “truths”—to trigger System 1 at a micro level. A leaf on a smart package signals “calm me,” its peace a decades-deep staple, while a recycled gadget hums “future me,” rooted in sustainability’s legacy. These ingrained myths hit System 1 in fleeting moments, tugged by subtle affect—peace from a tea suggestion or hope from a solar ping—shrinking the cycle to near-invisible reflexes. Identity becomes a reflex, less stream than instinct.
In IVF, semiotic myths shape System 1’s catches with whisper-like finesse. A fridge’s kale nudge doesn’t shout “health me”—it embeds it subliminally, its calm tugging identity unseen. The key insight persists: semiotics shapes System 1’s catch, affect tugs it, and speed scales it. These myths work because they’re embedded—leaf’s tranquility or recycling’s virtue feels true, primed for instant uptake. Culture’s novelty drive spawns new myths: “micro me” from tiny living trends tugs simplicity, embedding slowly, while “hybrid me” from blended realities (AR/VR) sparks curiosity, its freshness gaining ground. These emerging signs tug subtly, their full ingraining a work in progress.
Systemic velocity peaks with AI’s looped precision, aligning myths, identity, and products at a hyper-niche, near-unconscious level. Where 2025 targeted overtly, the 2030s weave triggers into the background—a smart home dims lights for “calm me,” a wearable pings “focus me,” each tailored by patterns AI gleans from behavior. Consumption fuses with living: a leaf-patterned tea isn’t just bought—it’s “health me” consumed without thought, its tug a whisper. Affect softens—peace or focus replaces calm’s sharpness—mirroring AI’s subtlety. This hyperspeed outstrips earlier eras: the 1950s’ “vital me” took months; the 2030s’ “calm me” lands in milliseconds, personalized beyond notice.
This era’s velocity redefines identity’s texture. A solar ad’s “green me” tugged purpose in 2025’s scroll; by 2035, a neural cue embeds it mid-breath. Ingrained myths lead—new ones like “fluid me” from gender shifts or “space me” from off-world dreams emerge, their tugs (freedom, awe) potent but not yet fully embedded. AI accelerates this embedding: a playlist’s “curated me” once took minutes; now, a brain-linked hum lands it instantly, myth and product fused to the user’s rhythm. Identity shifts subliminally—less choice, more pulse—each catch a reflex sculpted by unseen systems.
The 2030s blur past and future. Where the 2010s flooded with FOMO, this era’s AI hones triggers to near-invisibility—a fridge’s “health me” or a car’s “safe me” slots into the self before awareness kicks in. Yet, culture’s core persists: myths draw from deep truths or novelty’s edge, not pure tech fiat. Consumption becomes ambient: a smart mirror’s “best me” or a drone’s “free me” aligns with the user’s unseen desires, tugged by AI’s granular precision. This horizon bridges to posthumanity—velocity so swift it hints at identity beyond conscious grasp, where old myths and new weave into a seamless, reflexive flow.
6. 2050s+: Posthuman Pulse
The 2050s and beyond propel the Identity Velocity Framework (IVF) into a posthuman pulse, where identity consumption transcends speed into an eternal, seamless flow. Building on the subliminal horizon, this era fuses semiotic myths—entrenched as cultural “truths”—with neural System 1 via brain-computer interfaces (BCI) and advanced AI. An optimized lifestyle signals “optimal me,” its efficiency a centuries-deep ideal, while a neural hum whispers “zen me,” rooted in mindfulness legacies. These ingrained myths trigger System 1 beyond conscious catch, tugged by pure affect—joy from a coded pulse or serenity from a neural tweak—making identity a constant pulse, not a reflex.
In IVF, semiotic myths shape System 1 in a fused state. A BCI’s “optimal me” doesn’t just nudge—it integrates, its joy embedding identity without pause. The key insight evolves: semiotics shapes System 1’s catch, affect tugs it, and speed scales it beyond recognition. These myths endure because they’re embedded—optimization’s truth or zen’s calm feels eternal, wired for uptake. Culture’s novelty drive births new myths: “cosmic me” from interstellar living tugs wonder, embedding slowly, while “merged me” from human-AI symbiosis sparks unity, its freshness pulsing through. These emerging signs tug purely, their ingraining accelerated by tech’s reach.
Systemic velocity becomes infinite with BCI/AI fusion, aligning myths, identity, and experiences at a hyper-niche, neural level. Where 2030s AI whispered, 2050s systems code directly—a neural ad aligns “zen me” to a brainwave, a habitat tweak embeds “safe me,” each tailored by patterns etched in real time. Consumption vanishes as a distinct act: a coded “health me” isn’t bought—it’s lived, its tug a constant joy. Affect purifies—joy or calm flows without edge—mirroring tech’s seamlessness. This eternal speed dwarfs prior eras: the 1950s’ “vital me” took months; the 2050s’ “optimal me” is always, posthumanly precise.
Identity pulses without boundary. A 2025 TikTok “vintage me” tugged in minutes; by 2055, a neural “cosmic me” embeds mid-thought. Ingrained myths lead—new ones like “eternal me” from longevity tech or “multi me” from avatar lives emerge, their tugs (awe, freedom) instant yet deepening. AI/BCI hastens this: a playlist’s “curated me” once took seconds; now, a brain-linked “zen me” is perpetual, myth and experience one. Identity shifts from stream to pulse—less formed, more felt—each catch a coded rhythm.
This era redefines the self’s essence. Where the 2010s sped with FOMO, 2050s tech blurs awareness—a neural “best me” or habitat’s “free me” aligns without choice. Culture persists: myths draw from deep truths or novelty’s frontier, not mere code. Consumption fuses with being: a longevity tweak’s “eternal me” or a starship’s “cosmic me” pulses through, tailored by AI’s granular precision. This posthuman flow—velocity unbound—marks identity as a ceaseless beat, sculpted by signs, emotions, and systems merged into one.
Conclusion
The Identity Velocity Framework (IVF) charts a transformative arc of identity consumption, from Roland Barthes’ semiotic dissections in the 1950s to a posthuman pulse beyond 2050, revealing how speed, precision, and culture reshape the self. This journey spans six eras: the 1950s’ static “vital me,” a statue carved over months; the 1980s-1990s’ broadcast “cool me,” a movie sped to days; the 2000s-2010s’ digital “creative me,” a playlist in hours; the 2020s’ algorithmic “eco me,” a stream blurred to minutes; the 2030s’ subliminal “calm me,” a reflex in moments; and the 2050s’ eternal “optimal me,” a ceaseless pulse. IVF’s nexus—semiotics shaping System 1’s catch, affect tugging it, and systemic velocity scaling it—drives this shift, framing an inevitable, unstoppable path.
These insights anchor this: consumerism and the “self” merge through semiotic myths, ingrained as “truths” like wine’s vitality or bamboo’s green, which System 1 grabs instantly, tugged by affect—pride, hype, calm—and scaled by technological speed. Wine isn’t consumed—”vital me” is, fusing purchase and identity. Barthes showed myths embedding into templates, while culture’s novelty births “rebel me,” “fit me,” “cosmic me,” their merger deepening as they root. AI accelerates this with hyper-niche precision: a 2025 bamboo straw or 2055 neural hum becomes the self, tailored to impulses. Velocity surges—from months to milliseconds—on a trajectory no force can halt, as consumerism and identity meld irrevocably.
Human constancy fuels this inevitability. Limbic impulses—joy, fear, desire—drive behavior, static for millennia. Biological evolution lags behind tech’s relentless sprint, locking us as instinct-driven humans. From Barthes’ mythic mappings, to Kahneman’s System 1 logic, to affect theory’s visceral frame (pioneered by Silvan Tomkins, honed by Sedgwick and Massumi), we’ve honed this exploitation. Technology doesn’t change us—it masters our impulses with growing finesse. The 1950s billboard tugged pride slowly; 2050s BCI codes joy instantly. IVF’s velocity isn’t optional—it’s the unstoppable outcome of static instincts meeting dynamic tools.
This arc reveals speed and precision as identity’s sculptors on an unyielding path. Barthes’ soldier saluted over weeks; 2055’s “zen me” fuses mid-thought. Ingrained myths persist, new ones rise, their embedding hastened by AI’s granular craft. If consumerism and self merge on limbic strings, propelled by tech’s mastery, agency blurs—yet this fusion seems inescapable. Does it constrain or expand us? IVF posits a dual truth: we’re wired for instinct, and our tools—from semiotics to neural interfaces—exploit it relentlessly. From Barthes’ slow truths to a posthuman rhythm, this unstoppable dance melds self and system, faster and finer, driven by a momentum as old as our impulses and as boundless as our inventions.
References
Barthes, R. (1972). Mythologies (A. Lavers, Trans.). Hill and Wang. (Original work published 1957)
Notes: Core text for semiotic myths, analyzing cultural signs in the 1950s context.
Kahneman, D. (2011). Thinking, fast and slow. Farrar, Straus and Giroux.
Notes: Introduces System 1 and System 2 thinking, central to IVF’s fast, intuitive catches.
Massumi, B. (2002). Parables for the virtual: Movement, affect, sensation. Duke University Press.
Notes: Expands affect theory, linking visceral tugs to identity formation.
Saussure, F. de. (2011). Course in general linguistics (W. Baskin, Trans.). Columbia University Press. (Original work published 1916)
Notes: Foundational for first-order signs, underpinning Barthes’ second-order myths.
Sedgwick, E. K., & Frank, A. (Eds.). (1995). Shame and its sisters: A Silvan Tomkins reader. Duke University Press.
Notes: Compiles Tomkins’ affect theory, key to understanding emotional triggers.
Tomkins, S. S. (1962). Affect imagery consciousness: Vol. 1. The positive affects. Springer.
Notes: Origin of affect theory, detailing limbic impulses like joy and excitement.
Rationale and Notes
- Barthes (1957/1972): Mythologies is the cornerstone for semiotic myths, directly tied to the 1950s era and the essay’s starting point.
- Saussure (1916/2011): His work on signs provides the semiotic base Barthes builds on, essential for the myths pillar.
- Kahneman (2011): Thinking, Fast and Slow defines System 1, critical to IVF’s intuitive processing and velocity.
- Tomkins (1962): The founder of affect theory, his work on limbic impulses (e.g., joy, shame) supports the essay’s affective triggers and human constancy point.
- Sedgwick & Frank (1995): Their curation of Tomkins’ ideas bridges his psychology to cultural theory, relevant to identity consumption.
- Massumi (2002): A modern affect theorist, he connects affect to speed and sensation, aligning with IVF’s systemic velocity.