Once this split occurs, Franklin concerns himself chiefly with trying to perfect his image. He always carries many books with him so that people believe he reads a lot. Another thing done just for show is his infamous list of virtues. In this list he sets about listing off all the virtues necessary to be a good person and develops a plan to cultivate these virtues. 6 Franklin's text is typical of most capitalist style technologies of the self.
Capitalism is typified by a desire to create a mass market.
The product that is sold in this market must be mass producable by definition. Unfortunately, this element of mass production limits the scope of a technology of the self. As we briefly saw above, the Stoic technologies were very involved. They required communication with others and careful reflection. This technique would be difficult to mass produce since it is based around interaction between people.