Michael Foucault

"Techniques of the self' or 'arts of existence' as 'those reflective and voluntary practices by which men not only set themselves rules of conduct, but seek to transform themselves, to change themselves in their singular being, and to make of their life into an oeuvre that carries certain aesthetic values and meets certain stylistic criteria" 

Translated: The individual can learn techniques to chance their identity. People construct these techniques from whatever information we collect (aka, messages from the media, parents or peers), which makes us believe our lives are better if we live by them. 

http://www.theory.org.uk/ctr-fou1.htm