ABSTRACT

Drawing on qualitative research on personal style blogging, I examine how the marketization of self through the process of self-branding impacts self-presentation, particularly the performance of authenticity. My research suggests that one of the challenges to performing authenticity is due to the contradiction between the qualities associated with authenticity and the work which goes into performing a self which appears worthy of visibility. This research complicates analyses of branding which focus on authenticity as the source of branded value, while also elucidating the mechanisms by which performing branded selves impacts self-presentation.

中文翻译：

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“在一个普通人和一个品牌之间”：处理真实的自有品牌的矛盾

摘要

通过对个人风格博客的定性研究，我研究了通过自我品牌化过程进行的自我市场化如何影响自我表现，尤其是真实性的表现。我的研究表明，执行真实性的挑战之一是由于与真实性相关的品质与进行自我表现的工作之间的矛盾，而自我表现似乎值得关注。这项研究使对品牌的分析复杂化，该分析侧重于将真实性作为品牌价值的来源，同时还阐明了进行品牌自我影响自我陈述的机制。