Is it a coincidence that the rise of identity politics coincides with the rise of the Internet and in particular of social media? Identity politics has been around for a while and predates the internet, but it’s become particularly impactful in the last few years.
Facebook is centred on the personal profile. It encourages people to say who they are, to express how they feel about things, they like and who they like. This is its business model. It’s essentially one very big market research survey, selling people space to advertisers so they may better target their ads and sell more stuff.