What if one’s persona can be classified the same way data is? Persona Datum is a research project initiated under that question. One’s persona is composed of countless data, and the complexity of it is hardly understandable without borrowing labels as medium. In our social lives we commonly use label to classify a certain group of persona data via pattern recognition. That means when a certain behavior is repetitively conducted (or a particular statement is repetitively made) by a group of random people then a label is created and applied. Labels are the closest representations to persona data. However it is not the same case living in a world of mass media.

Mass media prefers simplification. The abundance of persona data thus becomes a burden during the process of network transmitting. As the same time, it is also defined as the process of mediating. Mediated label is overloaded with unnecessary attention to an extend the abundant persona data is ignored, discarded and buried. The research output is a game which imitates the process of how a label is being mediated. As mediating process is done, players can then enjoy their little triumph of clout.