Seriality and persona

 Persona is a public presentation of identity. One of the key values of a persona is its consistency in its presentation of the self. This article is designed to be the first exploratory steps and overview in charting the idea of seriality in relation to persona and its utility as a concept to describe the constancy and transformation of identity that is now elemental to understanding contemporary persona or the public presentation of the self and its online manifestations. Seriality in terms of persona is first investigated from its entertainment culture origins – with its use in the constitution of characters in fiction in novels, films, games and most prevalently in television. Several examples of serial persona will be analysed with an emphasis on how television has constructed often the most powerful personas: Kevin Spacey’s persona as Frank Underwood in House of Cards is discussed in greater detail in terms of the economic, cultural and affective value of serial persona and its associated formations of risk. It then explores the blending of the fictional and the real in seriality through how popular music performers – in particular Eminem - construct an authentic register of persona to allow for the exploration of the self through emotion and connection. The article concludes with thinking how seriality is connected to the constitutions of online identity and links the concept with aspects of virality and meme culture and their constructions of value, patterns and constancy as it relate to the presentation of the public self