Abstract

Through a critique of the rhetorical configurations of identity theft, this article contributes to the emerging body of theory contending with the social effects of digital information technologies (DIT). It demonstrates how the politics of fear manipulate technosocial matrices in order to derive consent for radical changes such as the domestication of the Web and the instrumentalization of identity. Specifically, this critique attends to these tasks by performing a rhetorical reading of three recent television commercials that were heavily circulated by the international financial conglomerate, Citigroup Incorporated. Based on this reading, which is heavily indebted to Foucaldian theories of power and discipline, a distinction is drawn between identity theft as it is configured in juridico-political discourse and the cultural phenomenon of identity theft, which functions as a technosocial myth.