I was thinking more along the lines of how identity is used as a means of control by advertisers and other groups or individuals in positions of power. Like how pre-existing identities are co-opted and used towards certain ends, or how new identities are created based around certain industries (like "gamers"), consumer products, media franchises, or voting blocks. I think discussions about "white" identity, where it comes from, and how it is used as a tool for social control, would be especially useful.