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Debranding Digital Identity: Personal Branding and Identity Work in a Networked Age

Debranding Digital Identity: Personal Branding and Identity Work in a Networked Age

Corinne Weisgerber, Shannan Heath Butler
Copyright: © 2019 |Pages: 15
ISBN13: 9781522571162|ISBN10: 1522571167|EISBN13: 9781522571179
DOI: 10.4018/978-1-5225-7116-2.ch042
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MLA

Weisgerber, Corinne, and Shannan Heath Butler. "Debranding Digital Identity: Personal Branding and Identity Work in a Networked Age." Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2019, pp. 779-793. https://doi.org/10.4018/978-1-5225-7116-2.ch042

APA

Weisgerber, C. & Butler, S. H. (2019). Debranding Digital Identity: Personal Branding and Identity Work in a Networked Age. In I. Management Association (Ed.), Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications (pp. 779-793). IGI Global. https://doi.org/10.4018/978-1-5225-7116-2.ch042

Chicago

Weisgerber, Corinne, and Shannan Heath Butler. "Debranding Digital Identity: Personal Branding and Identity Work in a Networked Age." In Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 779-793. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7116-2.ch042

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Abstract

This article explores the rhetoric of empowerment surrounding the recent phenomenon of personal branding and calls into question the idea that personal identities can and should be managed through corporate marketing processes in a Web 2.0 world. Starting with an examination of the historical basis of the personal branding movement and a critical analysis of the branding metaphor, the article then proceeds to show how the three stages of the conventional branding process on which most personal branding advice is based on, provide an inadequate framework for understanding the complex nature of identity work in a networked age.

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