The objective was to understand how the edition of Facebook itself among young university students in Bogotá, achieves through the staging of itself, generating the consolidation of a supposed version of authenticity, framed within the logic of the entrepreneur of himself. It was a qualitative research that had as a place of study to Facebook, and as a population to young university students of Bogota of medium and high strata. A multi-site ethnography was developed, platform observation was carried out in a systematic way, to analyze the ways in which people built their profile, emphasizing the images. Likewise, in-depth interviews and an online survey were conducted. We chose 30 users with the snowball technique for profile analysis and 5 people were interviewed. The online survey was answered by 100 people. We established the basic components of the staging developed within the framework of Goffman's theory of performance and in it the importance of the claim to authenticity as a constituent element of it. Likewise it was possible to verify that the staging is, together with the work that people make of their profile, in a practice and technique of itself framed in neoliberal power, which moves to the interior of the self-governing subject thanks to their freedom. The contribution to knowledge was generated thanks to the dialogue between two paradigms (Goffman-Foucault), allowing to move analytically between the micro and macro simultaneously.