In contemporary western society, questions of identity concerning "who am I?" and "how should I act?" (Alvesson, 2000: 1105) are now a central concern in people's lives. Indeed, the western, liquidly modern context (Bauman 2000; 2001; 2003; 2005; Bauman & Haugaard 2008; Bauman & Tester 2001) is characterized,...