Ego

Its pretty obvious that "self" is defined relative to "others". It follows that there can be as many "selves", or fluctuating facets of "self" in the same individual as there are social structures to which he is exposed. The "east-west"" division is pretty crude in that respect, and such generalizations are meaningful only with respect to particular purposes on the part of the classifier.

Man such as we know him, cannot have a permanent and single I. His I changes as quickly as his thoughts, feelings and moods, and he makes a profound mistake in considering himself always one and the same person; in reality he is always a different person, not the one he was a moment ago.Man has no permanent and unchangeable I. Every thought, every mood, every desire, every sensation, says "I".
Man has no individual I. But there are, instead, hundreds and thousands of separate small "I"s, very often entirely unknown to one another, never coming into contact, or, on the contrary, hostile to each other, mutually exclusive and incompatible. Each minute, each moment, man is saying or thinking, "I". And each time his I is different. Just now it was a thought, now it is a desire, now a sensation, now another thought, and so on, endlessly. Man is a plurality. Man's name is legion.

Unless you have actually attempted "self observation" the above may not be understood.