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This paper explores three different ways in which workers experience and react to managerial attempts to mould and shape their identities. It provides illustrations of three theoretically-derived identity modalities: 'dramaturgical selves'; 'conformist selves'; and 'resistant selves'. The paper shows how the relationship between personal and collective identities is at the heart of these modalities, and how they are formed as a reaction to management attempts to narrow, maintain or widen the gap between personal and collective identities at work.