 The ethical and metaphysical issues generated by the formation of virtual identities and communities have attracted much philosophical interest (see Introna 2011 and Rodogno 2012). Yet as noted by Patrick Stokes (2012), unlike earlier forms of online community in which anonymity and the construction of alter-egos were typical, SNS such as Facebook increasingly anchor member identities and connections to real, embodied selves and offline ‘real-world’ networks. Yet SNS still enable users to directly manage their self-presentation and their social networks in ways that offline social spaces at home, school or work often do not permit. The result, then, is an identity grounded in the person’s material reality and embodiment but more explicitly “reflective and aspirational” (Stokes 2012, 365) in its presentation, a phenomenon encapsulated in social media platforms such as Instagram. This raises a number of ethical questions: first, from what source of normative guidance or value does the aspirational content of an SNS user’s identity primarily derive? Do identity performances on SNS generally represent the same aspirations and reflect the same value profiles as users’ offline identity performances? Do they display any notable differences from the aspirational identities of non-SNS users? Are the values and aspirations made explicit in SNS contexts more or less heteronomous in origin than those expressed in non-SNS contexts? Do the more explicitly aspirational identity performances on SNS encourage users to take steps to actually embody those aspirations offline, or do they tend to weaken the motivation to do so?