Aesthetics and the Social Profile

Question: How do aesthetics, rhetoric figure into the mask of the social profile?

First, let's give aesthetics a definition of something beyond beauty. Here, in this discussion, aesthetics is defined as the interaction between the individual and the world and all of those experiences an individual has by just being in it. 

Second, let's give the social profile a definition of something beyond media. Here, the social profile is defined as a go-between between the individual and the world around them. In its effort to mass communicate, the social profile is a gatekeeping work of written art.