NDLI: Idols of Promotion: The Triumph of Self-Branding in the Social Media Age

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Idols of Promotion: The Triumph of Self-Branding in the Social Media Age

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Idols of Promotion: The Triumph of Self-Branding in the Social Media Age

Content Provider	ACM Digital Library
Author	Duffy, Brooke Erin Pooley, Jefferson
Abstract	YouTube stars, Instagram influencers, and other social media personalities have achieved an elevated status in the popular imagination. This work-in-progress situates the valourization of digital fame in a socio-historical context, invoking critical theorist Leo Lowenthal's [20] "mass idols" framework. Examining the content of magazine biographies in the decades preceding World War II, Lowenthal identified a marked shift in cultural exemplars of success: from self-made entrepreneurs, politicians, and other "Idols of Production"---to the stars of cinema and sports, "Idols of Consumption." As an extension of Lowenthal's analysis, we examine contemporary magazine biographies (in People and Time) and self-authored social media bios (on Instagram and Twitter). Based on a preliminary analysis of the magazine content and social-media profiles---including the crucial shift to self-authorship---we outline a new generation of what we call "Idols of Promotion." These digitally networked public figures, we argue, straddle the realms of production and consumption as they labor to create and project a distinctive self-brand. We identify three key tropes that shape narrativizations of idols in the social media age: (1) a spirit of self-enterprise that crosses industry boundaries; (2) a promise of meritocracy; and (3) a call to express oneself authentically. After examining these tropes, we conclude with an examination of their ideological function: such mediated hero-worship, we contend, indexes larger anxieties about the individualization of work amidst a precarious economy.
Starting Page	1
Ending Page	5
Page Count	5
File Format	PDF
ISBN	9781450348478
DOI	10.1145/3097286.3097339
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2017-07-28
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Consumption Social media Celebrity Self-branding Labor
Content Type	Text
Resource Type	Article

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