I was reading a trade article for the business I'm in (CPG Industry) and a study was done on self-identity and social identity. Actually, it's been an on-going study for decades so companies understand the American consumer. It appears Americans are worrying less and less about who they are as an individual and are now more concerned about "social identity". Which basically means that they are trying to find groups of others who seem similar to them/us. It seems to me this is the natural result of "Social Networking"...i.e. MySpace, Facebook, Linkedin, etc.. And I believe it's a very negative trend as we all need to understand who we are as individuals so that we are able to remain consistent with our own values, not the values of some perceived group of others. I also believe the increase in political partisanship is largely due to social identification. "This above all: to thine own self be true, And it must follow, as the night the day, Thou canst not then be false to any man. Farewell, my blessing season this in thee!" One can not and never will "find themselves" in a group of people.