Everyone has the capacity to show what they think they describe without the inconvenience of a 3-hour conversation; all thanks to social media and the online world. People constantly use digitally mediated environments, or DMEs, which are websites such as Facebook, Twitter and Pinterest, to broadcast an identity that reflects their ideal. In Gary Hamlin's article, he focuses on the benefits of identity construction and self-presentation on the web. First, he explains how, through web platforms and social media, “an individual has power over their own identity. People are able to authenticate their self-image through photos, posts, and videos, but at the same time, they can hide unwanted aspects of their lives, which is more easily done digitally than physically. The most important advantage Hamlin highlights is that Web users have "the ability to construct their identities through non-traditional means"; or more precisely, have access to the digital association. Digital association may seem very beneficial to an online consumer, but it has many disadvantages. Numerical association allows us to correlate with symbols and brands. According to Hamlin, this “allows virtual consumers to present themselves through digital displays of brands, products or services with which they identify.” When a person associates a brand with their name on the web, it allows them to form groups with other people who share a common interest. This is where group pages and forums come in handy online. The beauty of digital association is that people don't have to own the brands they associate with. Hamlin goes on to say that their "freedom to digitally associate with things they might not... middle of paper ... digital association create the connection between an individual and a brand, or an object that relates to their ideal self. Since this association is done digitally, the individual does not need to own the object with which he is associating, which frees him from any financial constraints. This performativity on the Internet frees the individual from the need to physically clarify their values, because now everyone can know them online. Digital association has even helped me stay close to my lost family member; however, this enhanced form of performativity comes with possible negative outcomes. Digital association with brands can cause “consumer confusion” and create online narcissism, which stems from constant peer approval. Many people find digital association on the web convenient, but some may abuse it or even fall victim to it..