• A Business of One or Nurturing the Craft: Who are You?

    Author(s):
    Mark Deuze, Ilana Gershon (see profile)
    Date:
    2019
    Group(s):
    Anthropology, Labor Studies
    Subject(s):
    Mass media--Study and teaching, Journalism, Neoliberalism
    Item Type:
    Book chapter
    Tag(s):
    journalists, branding, personal branding, hayek, Media studies
    Permanent URL:
    http://dx.doi.org/10.17613/t6hy-0e42
    Abstract:
    Media workers have always adopted branding tactics for themselves: creating and managing a certain persona, doing the emotional labour necessary in largely informal and reputation-driven working environments to suggest a persona, performing this identity dutifully in order to make it work. However, branding is not an inevitable practice -- it is not even all that measurably effective. In this chapter, we argue that the notion of branding accompanied a shift in how people understood what it meant to work for others. They now view the self as metaphorically a business., and if a business, then something to be branded.
    Metadata:
    Published as:
    Book chapter    
    Status:
    Published
    Last Updated:
    4 years ago
    License:
    All Rights Reserved
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