persona

Persona is a term with Latin roots, from persona meaning mask worn by actors; in modern usage, it refers to the social face or character a person presents to others, which may differ from their private self. The word appears across psychology, sociology, marketing, literature, and digital culture.

In Jungian psychology, the persona is the outward mask that helps a person function in society; it adapts to social roles and expectations. It is not the whole psyche, and over-identification with it can hinder personal growth; integration with the true self is a therapeutic aim.

Sociology and dramaturgical theory describe life as a performance, with front-stage personas and backstage realities. In marketing and product design, "personas" are fictional characters created from research to represent user groups; a brand may adopt a distinct brand persona, shaping tone and messaging.

In literature and art, a persona can be a narrator or voice adopted by an author, or a pseudonym used for a work. The term also appears in everyday language to describe someone's online identity or avatar.

Digital culture raises questions about authenticity, privacy, and consistency between online personas and real identity, as well as the ethics of impersonation and misrepresentation.