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Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers
| Content Provider | Semantic Scholar |
|---|---|
| Author | Khamis, Susie Ang, Lawrence Welling, Raymond |
| Copyright Year | 2017 |
| Abstract | ABSTRACTThe notion of self-branding has drawn myriad academic responses over the last decade. First popularised in a provocative piece published in Fast Company, self-branding has been criticised by some on theoretical, practical and ethical grounds, while others have endorsed and propelled the idea. This article considers how and why the concept of self-branding has become so prevalent. We contend that it parallels the growth of digital technology (particularly social media) embedded in the current political climate: neoliberal individualism. Another objective here is to imbue the concept of self-branding with a marketing perspective and show how the 'celebrities' of self-branding manifest at a marketing media nexus distinct to the opening decades of the twenty-first century. Building on literature from mostly media and cultural studies, this critique sees self-branding as a distortion of key branding principles that has obvious implications for its practitioners and advocates. The article shows that, de. |
| Starting Page | 191 |
| Ending Page | 208 |
| Page Count | 18 |
| File Format | PDF HTM / HTML |
| DOI | 10.1080/19392397.2016.1218292 |
| Volume Number | 8 |
| Alternate Webpage(s) | https://opus.lib.uts.edu.au/bitstream/10453/98736/4/selfbrandingACCEPTED.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
