Marketization and the Recasting of the Professional Self

  title={Marketization and the Recasting of the Professional Self},
  author={Daniel J. Lair and Katie Sullivan and George Cheney},
  journal={Management Communication Quarterly},
  pages={307 - 343}
Within the personal branding movement, people and their careers are marketed as brands complete with promises of performance, specialized designs, and tag lines for success. Because personal branding offers such a startlingly overt invitation to self-commodification, the phenomenon invites a careful and searching analysis. This essay begins by examining parallel developments in contemporary communication and employment climates and exploring how personal branding arises as (perhaps) an extreme… 

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