Marketization and the Recasting of the Professional Self

@article{Lair2005MarketizationAT,
  title={Marketization and the Recasting of the Professional Self},
  author={Daniel J. Lair and Katie Sullivan and George Cheney},
  journal={Management Communication Quarterly},
  year={2005},
  volume={18},
  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… Expand
The Power of Personal Branding
  • 2016
Personal branding is the procedure whereby individuals and their vocations are set apart as brands and it varies from notoriety management and impression management with its motivation. It isExpand
The Paradoxes of Self-Branding
Research has demonstrated the growing preoccupation with self-branding among professionals struggling with the precarious labor market. Much of this work has considered self-branding aExpand
Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers
ABSTRACT The 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 byExpand
Reshaping professionalism: branding, marketing and the new entrepreneurial barrister
Abstract Based on empirical evidence from in-depth interviews with barristers and other chambers’ staff, this paper investigates the development of marketing at the Bar of England and Wales since theExpand
Personal Branding for Psychologists: Ethically Navigating an Emerging Vocational Trend
Seismic societal, technological, and economic shifts over the past several decades demand more individualized approaches for engaging in commerce and empowering vocational control. In response, theExpand
Personal Branding and Identity Norms in the Popular Business Press: Enterprise Culture in an Age of Precarity
The theory of enterprise culture (du Gay, 1996) has provoked one of the more enduring strands of research on organizations and identities. Yet, after a decade and half of debate, the validity of thisExpand
Digital work
Existing research shows that self-branding in the knowledge economy is a key promotional device for the pursuit of self-realization in a context that reifies entrepreneurialism as the mainExpand
An Introduction to Personal Branding
Symbolically, in today’s society, everyone can be considered an entrepreneur in charge of their own brand. Because many individuals start off managing their personal brands themselves, there is aExpand
In the borderland between personal and corporate brands – the case of professional bloggers
A common feature of studies in the fields of personal branding and self-marketing has been the use of a labour market setting as their point of departure. As a result, studies have identified severalExpand
Dramaturgical perspective of online personal branding
  • Manel Khedher
  • Computer Science
  • 2013 World Congress on Computer and Information Technology (WCCIT)
  • 2013
TLDR
This work proposes a theoretical foundation for online personal branding by using the dramaturgical framework of Goffman (1959), a formula for the achievement of personal and professional success in the competitive market place. Expand
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 44 REFERENCES
Dating Advertisements: Discourses of the Commodified Self
Dating advertisements are the textual products of a discourse of commodification and marketization. They are certainly a prime site for witnessing the textual construction of self- andExpand
Performing the enterprising subject: Gendered strategies for success (?)
For women in contemporary corporate life, negotiating and performing a “professional” identity is a process requiring much time, energy, and self‐surveillance. Yet, many women feel compelled toExpand
Organizational Communication and Cultural Studies: A Review Essay
Recently, we have been struggling to interpret a series of minor yet absurd spectacles that span the industrial and popular-cultural realms. These events have compelled our scholarly interest, butExpand
Work, Self and Society: After Industrialism
Despite recent interest in the effects of restructuring and redesigning the work place, the link between individual identity and structural change has usually been asserted rather than demonstrated.Expand
The Racial Foundation of Organizational Communication
Scholars of organizational communication have begun to focus diligently on organization as gendered, yet we continue to neglect the ways in which it is fundamentally raced. With this article, we seekExpand
The problem of hegemony: Rereading Gramsci for organizational communication studies
The purpose of this essay is to reread the concept of hegemony “against the grain” of interpretations currently dominant in communication studies generally, and in critical organizationalExpand
Marketing Democracy: Public Opinion and Media Formation in Democratic Societies
This book examines mass marketing techniques in a political rather than economic context. The authors' thesis remains persuasive: democratic politics, precisely because it requires mass support forExpand
Positioning: The Battle for Your Mind
Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society.Expand
The changing nature of work
Human impacts on the environment are largely driven by economic forces. If a more ecologically sustainable world is to be achieved, significant changes must be made to the current growth- andExpand
The Second Shift: Working Parents And The Revolution
In this landmark study, sociologist Arlie Hochschild takes us into the homes of two-career parents to observe what really goes on at the end of the "work day." Overwhelmingly, she discovers, it's theExpand
...
1
2
3
4
5
...