an article by Robert W. Gehl published in First Monday Volume 16 Number 9 (September 2011)
Abstract
Drawing on the work of Gilles Deleuze, Eva Illouz, and Mark Andrejevic, this paper critiques the personal branding literature, particularly as it applies to Web 2.0 social media. I first describe the three-part logic of personal branding: dividuation, emotional capitalism, and autosurveillance. Next, in a sort of mirror image to the self-help literature of personal branding, I offer a critical “how to” guide to branding oneself in Web 2.0. Finally, I conclude with a discussion of why personal branding can be seen as a rational choice, given the circumstances of globalised capitalism and precarious employment. Individuals who brand themselves wilfully adopt the logic of capitalism in order to build their human capital. However, I ultimately argue that the obsession with personal branding is no antidote for life in precarious times.
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Hazel’s comment:
If read in a certain way then you could use this as the basis for your argument not to do any personal branding – and those who hate even thinking about the idea will be saved fore ever.
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