Abstract

Research about self-branding is mainly drawn from two areas: marketing research and cultural studies. Although they use the same terms—self-branding or personal branding—they sometimes refer to different phenomena, which can lead to confusion. Marketing studies usually regard self-branding as a strategy that individuals adopt to promote their professional careers, while cultural studies consider self-branding as immaterial labor that is associated with consumerism and implies hierarchy and inequality. Therefore, this essay aims to explicate the concept of self-branding in the digital economy by defining it as a strategy that individuals use to present self-images either through commodifying self-identities or embodying a cultural symbol to attract attention to gain social or economic benefits. This study proposes a 2x2 dimension conceptual model indicating that self-branding can function either as advertising or as a product itself and be realized through either “self as brand” or “brand as self.”

摘要

关于自主品牌的研究主要来自两个领域：营销研究和文化研究。尽管它们使用相同的术语——自我品牌或个人品牌——但它们有时指的是不同的现象，这可能会导致混淆。营销研究通常将自我品牌视为个人用来促进职业生涯的策略，而文化研究将自我品牌视为与消费主义相关的非物质劳动，并暗示等级和不平等。因此，本文旨在通过将自我品牌定义为个人通过将自我身份商品化或体现文化符号来展示自我形象以吸引注意力以获得社会或经济利益的策略来解释数字经济中的自我品牌概念。好处。