This study investigates the tension between self-presentation in computer-mediated environments and consumer participation in brand communities. Specifically, we explore the diversity with which members of five different brand communities (Apple computers, Harley Davidson motorcycles, Saab automobiles, singer Tom Petty, and the Xena, Warrior Princess television show) incorporate the brand community into their displayed identity. We examine a corpus of eighty-eight different personal websites, representing approximately 1300 pages of content. This data set reveals four distinct relationships between individual identity and community membership: 1) subsumed identity, 2) super member, 3) community membership as identity component, and 4) multiple memberships.[to cite]: