"Self observation" reveals inconsistencies which fluctuate over time and according to social context. Some have argued these are "facets" of self, and some have called them separate selves (Gurdjieff quote below
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.
Piaget (amongst others) argued that perception is active, not passive. Our fluctuating cognitive state (in accordance with the above) will classify "the world" according to current need. If that "need" is to an establish a simplistic east-west divide, "reality" will conform.
NB Unless you have actually attempted "self observation" the above may not be understood.