Studies into personality have revealed it's not just celebrities who may go by different personas.
As Lady Gaga's larger than life public image may be very different from the woman she is at home with family, collaborative research from the University of Wollongong shows the average Joe may also have multiple personas.
UOW's Dr Chris Moore has co-written a new book with David Marshall from Deakin University and Kim Barbour from the University of Adelaide.
Simply titled Persona Studies, the academic text explores how social media and communication technologies have reshaped people's identities and changed everyday culture.
"In the past we understood persona as being something that celebrities had or sports stars or politicians or public figures," Dr Moore said.
"A persona is not necessarily an identity, a persona is a manged, carefully constructed presentation of the self. And we can have multiple ... that connect to one single identity."
The book, which will be launched at the inaugural International Persona Studies Conference in the UK this June, explains a person may often portray themselves very differently through different means.
That is, they might have a professional person on Twitter, or a comic fan persona on Reddit, or portray themselves as a family-man on Facebook. Persona's are also influenced by who we follow and who follows us.
Dr Moore said it has been people in the public eye - like Kim Kardashian or social media influencers - who have taught people how to conduct themselves publicly.
"It's a very new emerging academic field and it's very much connected to celebrity studies, media studies, cultural studies, as well as fan studies, but rather than focus on the celeb we focus on the every day person," he said.
"It has utility for marketing and advertising, [public relations] and politics.
"To understand the way in which we operate in the contemporary moment is to understand the way in which we might be marketed to, advertised to, coerced."