I'm not a businessman, I'm a business, man

Typing the neoliberal self into a branded existence

Bibliographic Data

ID2435191
AuthorsIlana Gershon (0000-0003-0447-0694, Indiana University, corresponding author)
Year2016
Volume6
Issue3
Pages223-246
Publication date2016-12-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueHau Journal of Ethnographic Theory (JOURNAL)
Journal identifiersISSN: 2049-1115 • E-ISSN: 2575-1433
PublisherUniversity of Chicago Press (PUBLISHER • US)
DOI10.14318/hau6.3.017
OpenAlexW2564342411
LanguageEN
Citations received58
References cited29

This article discusses personal branding, a performance genre that many job seekers in the United States are told to master in order to get a job. I discuss the specific techniques you are supposed to use to brand yourself, some of the origins of these techniques, and the reasons why people find it challenging to put these techniques into practice. I analyze the self that personal branding assumes everyone should be able to present to others by deploying a set of semiotic practices meant to create the impression of a coherent authentic self. Personal branding is treated as a lens into some lived dilemmas that emerge when one tries to put a model of a neoliberal self into practice, with special attention drawn to the tension between flexibility and legibility

Advertising · Aesthetics · Art · Business · Flexibility (engineering · Impression management · Legibility · Management · Order (exchange · Political science · Public relations · Seekers · Set (abstract data type · Sociology · Computer Science · Gender, Feminism, and Media · Impact of Technology on Adolescents · Law · Media, Gender, and Advertising · Psychology · Social Psychology