[Air-L] Social Media and Self Branding

Adam Arvidsson adam.arvidsson at unimi.it
Fri Jan 6 02:05:58 PST 2017


Dear All,

together with my colleagues I am analyzing a sample of some 500.000 Instagram users (we gathered it by looking at people who post on mainstream brands online), we haven't published on it yet (something will come out this year) but one clear result is that about 98 per cent of the users DO NOT engage in anything that can be remotely called self-branding. This finding is backed up by our interviews (about 50 so far). So maybe self branding is not the normal or default way of using social media, maybe its just the way social media are used by a small and highly visible (and easy to study) 'elite', that media researchers have paid a disproportionate amount of attention to. Just a thought. 

Adam Arvidsson
Associate Professor
Department of Social and Political Sciences
University of Milano
via Conservatorio 7
20122 Milano, Italy


Il 05/01/17 17:01, Ilana Gershon  <imgershon at gmail.com> ha scritto: 
> 
> I have an article on self-branding for the job market using new media that
> may be a bit out of way for some on the list because it is in the Political
> and Legal Anthropology Review:
> 
> "Selling Your Self in the United States" PoLAR 37( 2): 281-295.
> 
> https://www.academia.edu/28983371/Selling_Your_Self_in_the_United_States
> 
> And I have a book on hiring and new media coming out in April, and the first
> chapter is all about branding. I am happy to send along a pre-print if 
> anyone
> is interested in the chapter.
> 
> Best,
> Ilana
> 
> On 1/5/2017 12:37 AM, Crystal Abidin wrote:
> > Moshimoshi Julie,
> >
> > I've written extensively about Influencers and their self-branding
> > strategies (i.e. communicative intimacies, visibility labour, coupling,
> > selfies, etc) here: https://wishcrys.com/academic-publications/
> >
> > Other great works I've enjoyed are:
> >
> > Banet-Weiser S (2012) Authentic TM: The Politics and Ambivalence in a Brand
> > Culture . New York: New York University Press.
> >
> > Duffy BE (2016) The romance of work: gender and aspirational labour in the
> > digital culture industries. International Journal of Cultural Studies
> > 19(4): 441–457.
> >
> > Hopkins J and Thomas N (2011) Fielding networked marketing: technology and
> > authenticity in the monetiza-tion of Malaysian blogs. In: Araya D, Breindi
> > Y and Tessa J (eds) Nexus: New Intersections in Internet Research . New
> > York: Peter Lang, pp. 139–156
> >
> > Marwick AE (2015) Instafame: luxury selfies in the attention economy.
> > Public Culture 27: 137–160.
> >
> > Neff G, Wissinger E and Zukin S (2005) Entrepreneurial labor among cultural
> > producers: ‘Cool’ jobs in ‘hot’ industries. Social Semiotics 15(3): 307–334.
> >
> > Senft TM (2008) Camgirls: Celebrity and Community in the Age of Social
> > Networks . New York: Peter Lang.
> >
> > Wissinger E (2015) #NoFilter: models, glamour labor, and the age of the
> > blink (In: Davis J and Jurgenson N (eds) Theorizing the Web 2014 ).
> > Interface 1(1): 1–20.
> >
> > Hope this helps.
> > /C
> >
> > On Thu, Jan 5, 2017 at 7:39 AM, Joshua Braun <jabraun at journ.umass.edu>
> > wrote:
> >
> >> Brooke Erin Duffy's forthcoming book seems like it will have a lot to say
> >> on this issue:
> >>
> >> http://yalebooks.com/book/9780300218176/not-getting-paid-do-what-you-love
> >>
> >> Cheers,
> >> Josh
> >>
> >> On 2017-01-04 17:14, Julie Grinberg wrote:
> >>
> >>> Please recommend recent critical literature that addresses social
> >>> media as sites for self promotion/branding. Looking for work that
> >>> explores social media participation as (socially) compulsory vs
> >>> personal choice.
> >>> _______________________________________________
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> >> --
> >> Josh Braun, Ph.D.
> >> Assistant Professor of Journalism Studies
> >> Journalism Department
> >> University of Massachusetts Amherst
> >>
> >> @josh_braun
> >> Skype: wideaperture
> >> http://wideaperture.net/
> >> new book: http://yalebooks.com/book/9780300197501/program-brought-you
> >>
> >> "Maybe the only gift is a chance to inquire, to know nothing for certain.
> >> An inheritance of wonder and nothing more."
> >> William Least Heat-Moon
> >> _______________________________________________
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> >
> >
> 
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-- 
Adam Arvidsson
Associate Professor
Department of Social and Political Sciences
University of Milano
via Conservatorio 7
20122 Milano, Italy
tel. +39-02.503.21209
fax.+39-02.503.21240





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