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outlets. Self-presentation theory and personal branding go hand in hand, we see celebrities and athletes building a particular brand, or persona over with the use of
Twitter, Facebook, Instagram and Snapchat. Building a personal brand is a big part of a celebrity's life, and it can help them spread awareness and also provide an outlet to connect with their fans/supporters. This is made possible through the use of social media and the ability of the person looking to build a personal brand to make their messages heard. The theory of self-presentation looks at how people look to create an identity for themselves that they would like to be seen as by their peers or in the public eye. This is what Goffman calls the
445:, almost like they are friends, and have a connection through social media outlets such as Twitter and Instagram. Also, to keep more of their fans interested, and to reach as many as possible many celebrities will update daily on Facebook, Twitter, Instagram and Snapchat so their message can be seen by a wider audience. They can keep fans informed on everything from what they want to wear, to their political views. Social Media has provided a simple way for celebrities to get their personal brand to reach a wider audience, and they utilize the 'front stage' to influence people in a particular way and to make themselves look good in the public eye.
25:
376:
291:, can have a flattened, all-encompassing audience that can be composed of professional and personal contacts, which then can be seen as a more "'professional' environment with potential professional costs". Because of its explicitly public nature, Twitter becomes a double-sided platform that can be utilized in different ways depending on the amount of censorship a user decides on.
449:
celebrity is trying to build a personal brand. These are often personal happenings, or beliefs that will negatively effect how an audience will look at the brand you are building. There are numerous examples of celebrities saying something that they did not want their public to hear but got out and this hurts the brand they are building. One example of this is when
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allowing the outside world access to one's inner self. It is interesting to think about the idea of authenticity with disclosure, and the freedom social networks allow in disclosing an inauthentic self. All the while, these posting are forming a digital archive of the self, through which a brand could be crafted by others.
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Aside from professional aspirations, personal branding can also be used on personal-level social networks to flare popularity. The online self is used as a marketing and promotional tool to brand an individual as a type of person; success on the virtual platforms then becomes "online social value to
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made racist comments to his then girlfriend and she had recorded them and put them on her social media. Donald
Sterling was quickly removed from the team and is no longer associated with the NBA. This is an example of how something in the back stage will negatively affect what you want the public to
424:
to describe looking at one's own persona as a drama, treating your actions as an actor in a play. One can control how they are viewed by their peers, and in the case of celebrities or athletes, can build a personal brand through utilizing what they present to their publics using various social media
440:
There are many examples of celebrities building a brand for themselves over some sort of social media platform. In fact, it is rare to see an athlete or celebrity without a social media page whether it is
Twitter or Instagram. Celebrities use these outlets as ways of branding themselves, by showing
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Self-presentation theory is very apparent in the world of celebrities and professional athletes and is a big part of building a brand for themselves. Goffman's theory seems to identify itself well with the personal branding of these celebrities and you can see why they would want to utilize social
340:
The other side of these 'strategies for success' is that this is very subtle self-commodification. Because personal branding is basically pointing out, and in some cases, glorifying, certain positive characteristics of an individual, it is not unlike traditional branding of products and companies.
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real rewards in the offline world." When one is branding themselves on social media they need to consider these three things: "crafting their physical footprint, creating their digital footprint, and communicating their message." A prominent example of a self-made self-branded social media icon is
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Personal branding focuses on "self-packaging," where "success is not determined by individuals' internal sets of skills, motivations, and interests but, rather, by how effectively they are…branded"; it is more about self-promotion rather than true self-expression. The difference between the two is
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As social media has become a vehicle for self-branding, these moguls have begun to situate the maintenance of their online brand as a job, which brings about new ways to think about work and labor The logic of online sites and the presence of feedback means that one's online presence is viewed by
448:
The 'back stage' is part of
Goffman's theory of self-presentation theory, and it is happenings or beliefs people would not want their peers or public to necessarily see or hear. These are happenings that go on behind the scenes that can oftentimes hurt someone's reputation and are avoided when a
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Digitally aided disclosure, which involves building a self-brand on a social network site, relies on traditional discourses of the authentic self as one that is transparent, without artifice, and open to others. Authenticity is viewed as both residing inside the self and is also demonstrated by
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Building a brand and an online presence within internal corporate networks allows individuals to connect with their colleagues, not only socially but also professionally. This kind of interaction allows for employees to build up their personal brand relative to other employees, as well as spur
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The front stage is a key component of this theory and it is a way a person acts when in public or around other people to build a certain persona for how they would like others to view them. The front stage is where celebrities and athletes tend to build their own brand and show many positive,
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Personal branding involves the practice of self-disclosure, and this transparency is part of what
Foucault would call "the proper care of the self". In this sense, disclosure refers to the details of one's everyday life for other's consumption, while transparency is the effect of this kind of
62:
is the conscious and intentional effort to create and influence public perception of an individual by positioning them as an authority in their industry, elevating their credibility, and differentiating themselves from the competition, to ultimately advance their career, widen their circle of
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This possibility is exploited by celebrities and politicians, as "marketing individual personalities as products" is an effective way to gain millions of fans not just online but in real life as well. For celebrities of all types, online personas are their brands. Public relations for
280:. Because of these professional networks, self-branding is useful in finding a job or improving one's professional standing. As an online open source, social media has become a place that is fulfilled with highly reliable and resourceful information to target user identities.
66:
The process of personal branding involves finding your uniqueness, building a reputation on the things you want to be known for, and then allowing yourself to be known for them. Ultimately, the goal is to create something that conveys a message and that can be monetized.
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On the other hand, personal branding may afford potential employers the opportunity to more accurately judge a candidate's abilities and cultural suitability, since blogs, profiles, websites, etc., are pieces of work that can be evaluated.
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A personal brand is a widely recognized and consistent perception or impression of an individual based on their experience, expertise, competencies, actions and/or achievements within a community, industry, or the marketplace at large.
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books, programs, personal coaches, and articles exist to help individuals learn to self-brand. These strategies emphasize authenticity and are often framed as becoming 'more of who you are' as well as who 'you were meant to be.'
90:, first published in 1999, marketers David McNally and Karl Speak wrote: "Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you."
875:
Lair, D. J. "Marketization and the
Recasting of the Professional Self: The Rhetoric and Ethics of Personal Branding." Management Communication Quarterly 18.3 (2005): 307-43. Sage Journals. Web. 20 May 2014.
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others using the same rubric to judge brands: evaluation, ranking, and judgment. Thus, social media network sites serve as complex, technologically mediated venues for the branding of the self.
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According to
Alberto Chinchilla Abadías "it is advisable for the company to train its workers and managers in communication and digital skills in order to effectively use these technologies".
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that self-promotion is deliberately intentional in all aspects because the individual is purposely shaping their image or persona, while self-expression can even be a byproduct of promotion.
997:
Banet-Weiser, Sarah. "Branding the
Postfeminist Self: The Labor of Femininity." Authentic™: The Politics of Ambivalence in a Brand Culture. New York: New York U, 2012. 51-90. Print.
437:, which is a particular way a person acts when they are not in public or not posting on social media, trying to build a particular persona or brand they would like others to see.
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media to positively show a message they want to be heard by their public (front stage) and avoid more personal beliefs that may negatively effect their brand (back stage).
889:
Dijck, J. Van. "'You Have One
Identity': Performing the Self on Facebook and LinkedIn." Media, Culture & Society 35.2 (2013): 199-215. Sage Journal. Web. 19 May 2014.
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deliberate messages that will try to portray them in a certain light in which the person would like to be seen. As opposed to what
Goffman refers to as the
193:
The Brand You 50 (Reinventing Work): Fifty Ways to Transform Yourself from an "Employee" into a Brand That Shouts Distinction, Commitment, and Passion,
184:. More specifically in "Chapter 23. Positioning Yourself and Your Career - You can benefit by using positioning strategy to advance your own career.
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559:
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self-presentation theory explores the way people want to be seen and how people are perceived by their peers. Goffman uses the term
852:
Marwick, A. E., and D. Boyd. "I Tweet Honestly, I Tweet Passionately: Twitter Users, Context Collapse, and the Imagined Audience."
618:
653:
758:
700:
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Ang, L., Khamis, S., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of social media influencers.
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Philbrick, Jodi L.; Cleveland, Ana D. (2015-04-03). "Personal Branding: Building Your Pathway to Professional Success".
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241:, in favor of presenting other forms of personal branding. These may include links to a professional profile (such as
982:
959:
735:
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Lair, Daniel J.; Sullivan, Katie; Cheney, George (2005). "Marketization and the Recasting of the Professional Self".
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articles, and evidence of an online following. These efforts may improve a person's chances of obtaining a job.
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98:
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Banet-Weiser, Sarah (2012). Authentic™The Politics of Ambivalence in a Brand Culture. New York: NYU Press.
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Banet-Weiser, Sarah (2012). Authentic™The Politics of Ambivalence in a Brand Culture. New York: NYU Press.
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This puts individuals in the place of products, in which their efforts to appear more human are subverted.
1057:"Clippers Owner Donald Sterling to GF -- Don't Bring Black People to My Games ... Including Magic Johnson"
160:, or to re-emerge from obscurity. The public perception of authenticity often determines the success of a
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may also leverage their social status to support organizations for financial or social gain. For example,
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disclosure. Transparency essentially works to give viewers a complete view of one's authentic self.
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1033:"Personal Branding in the Future Workplace: A Crucial Skill for Employees and Recruiters Alike"
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network, gaining more than 1.5 million friends, through expertly marketing her personal brand.
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Personal branding offers promises of increased success in the business world. Thousands of
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Employers are increasingly using social media tools to vet applicants before offering them
8:
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The idea of positioning your personal or professional identity appeared in the 1981 book
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and into the professional world as well. There are general professional profiles like
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is dynamic and must be constantly refined. This continuous process demonstrates the
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building on his earlier 1997 Fast Company article titled "The Brand Called You.
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alike can easily control the "brand" and maximize exposure and profitability.
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1008:"What Your Employees' Personal Branding Means to Your Company | OPEN Forum"
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innovation within the company as more people can learn from one another.
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82:. The term is thought to have originated from an article written by
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uses his last name on properties and other enterprises (e.g.
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Personal branding has gained significance due to the use of
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to reinvent a public persona. This may be to recover from a
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991:
676:"Karl D. Speak - Founding Principal & Exec. Consultant"
246:
560:"Personal Branding: How to Successfully Build Your Brand"
988:
952:
Authentic™The Politics of Ambivalence in a Brand Culture
788:"Job applications: social media profiles under scrutiny"
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The concept of personal branding is often attributed to
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13.1 (2011): 114-33. Sage Journals. Web. 20 May 2014.
78:, personal branding defines success as a form of self-
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883:
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813:"The tools to increase productivity in teleworking"
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276:and company or industry-specific networks, such as
233:and other tools. This is leading to the decline of
97:or pseudonyms with their businesses. Notably, 45th
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Marketing a person's career and professional traits
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775:https://www.fastcompany.com/28905/brand-called-you
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191:and his concept of "Brand You" from his 2001 book
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843:(2), 191-208. doi: 10.1080/19392397.2016.1218292
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701:"Everything You Should Know About Trump Tower"
564:Social Media Marketing | Social Media Examiner
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535:"Defininition - What is a Personal Brand?"
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303:, who rose to prominence in 2006 on the
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1080:
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750:Positioning: The Battle for your Mind
174:Positioning: The Battle for Your Mind
63:influence, and have a larger impact.
901:Medical Reference Services Quarterly
786:Landau, Phillip (11 December 2013).
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133:The relationship between brands and
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13:
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585:Management Communication Quarterly
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366:Goffman's self-presentation theory
260:Social media and personal branding
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264:Social media extends beyond just
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126:brands and products through her
93:Individuals sometimes associate
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1000:
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646:"The Seven Wonders of Branding"
619:"How to Build a Personal Brand"
747:Ries, Al; Trout, Jack (1981).
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699:Dangremond, Sam (2017-08-16).
692:
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644:Asacker, Tom (10 March 2004).
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443:having fans feel close to them
287:Some social media sites, like
99:President of the United States
1:
913:10.1080/02763869.2015.1019324
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950:Banet-Weiser, Sarah (2012).
34:appears to contradict itself
7:
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387:to comply with Knowledge's
210:affect the physical world.
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502:Online identity management
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1088:Identity (social science)
862:10.1177/1461444810365313
597:10.1177/0893318904270744
400:may contain suggestions.
385:may need to be rewritten
74:practices focus on self-
32:This article or section
1012:www.americanexpress.com
954:. New York: NYU Press.
854:New Media & Society
441:people their lives and
152:Personal brands may be
1098:Reputation management
512:Reputation management
497:Impression management
154:deliberately modified
42:for more information.
1103:Personal development
841:Celebrity Studies, 8
487:Identity performance
451:Los Angeles Clippers
158:public embarrassment
472:Creative disruption
705:Town & Country
507:Reputation capital
492:Influence-for-hire
1093:Types of branding
1031:Meister, Jeanne.
760:978-0-07-135916-0
623:CEOWORLD magazine
558:by (2019-09-13).
539:PersonalBrand.com
482:Dog and pony show
415:
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389:quality standards
249:, a portfolio of
227:background checks
225:, and conducting
208:online identities
88:Be Your Own Brand
60:Personal branding
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458:see you as.
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394:You can help
384:
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351:Barack Obama
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301:Tila Tequila
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109:Donald Trump
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86:in 1997. In
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797:January 20,
427:front stage
143:consumerism
139:ambivalence
117:Celebrities
113:Trump Tower
103:real estate
76:improvement
1082:Categories
1067:2017-07-26
1042:2017-09-05
1017:2017-09-05
710:2022-05-09
685:2018-07-31
650:Forbes.com
629:August 10,
569:2020-05-13
544:2020-05-13
518:References
435:back stage
422:Dramaturgy
328:Criticisms
315:Disclosure
215:interviews
189:Tom Peters
182:Jack Trout
162:rebranding
84:Tom Peters
921:0276-3869
825:March 18,
605:144085909
406:June 2019
398:talk page
334:self-help
135:consumers
80:packaging
72:self-help
48:June 2019
40:talk page
937:20053010
929:25927510
660:June 14,
466:See also
274:LinkedIn
266:Facebook
243:LinkedIn
219:Facebook
124:endorses
818:El País
305:Myspace
289:Twitter
270:Twitter
223:Twitter
178:Al Ries
168:History
1037:Forbes
981:
958:
935:
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453:owner
396:. The
237:-only
235:resume
229:using
933:S2CID
601:S2CID
477:Dandy
278:Slack
245:), a
202:, as
176:, by
106:mogul
979:ISBN
956:ISBN
925:PMID
917:ISSN
827:2022
799:2014
755:ISBN
732:ISBN
662:2013
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