Self-branding, 'micro-celebrity' and the rise of Social Media Influencers
Self-branding, 'micro-celebrity' and the rise of Social Media Influencers
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DOI：
10.1080/19392397.2016.1218292
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发表时间：
2017-01-01
影响因子：
1.5
通讯作者：
Welling, Raymond
中科院分区：
文献类型：
--
作者：
Khamis, Susie;Ang, Lawrence;Welling, Raymond
在过去的十年里，自我品牌的概念引起了无数的学术回应。自我品牌最初是在《快公司》（Fast Company）上发表的一篇煽动性文章中推广的，一些人从理论、实践和道德角度对自我品牌进行了批评，而另一些人则支持并推动了这一想法。这篇文章认为如何以及为什么自我品牌的概念已经变得如此普遍。我们认为，它与嵌入当前政治气候中的数字技术（特别是社交媒体）的增长是平行的：新自由主义个人主义。本文的另一个目的是将自我品牌的概念与市场营销的视角结合起来，展示名人对自我品牌的认知如何在二十一世纪世纪开始的几十年里在市场营销媒体的关系中表现出来。基于媒体和文化研究的文献，这一批评认为自我品牌是对关键品牌原则的扭曲，对其从业者和倡导者有明显的影响。这篇文章表明，尽管存在固有的紧张关系和有问题的讽刺，但自我品牌仍然通过社交媒体影响者的崛起而持续存在;我们认为其中三个人的名声和追随者是通过所考虑的实践和现象实现的。
The notion of self-branding has drawn myriad academic responses over the last decade. First popularised in a provocative piece published in Fast Company, self-branding has been criticised by some on theoretical, practical and ethical grounds, while others have endorsed and propelled the idea. This article considers how and why the concept of self-branding has become so prevalent. We contend that it parallels the growth of digital technology (particularly social media) embedded in the current political climate: neoliberal individualism. Another objective here is to imbue the concept of self-branding with a marketing perspective and show how the celebrities' of self-branding manifest at a marketing media nexus distinct to the opening decades of the twenty-first century. Building on literature from mostly media and cultural studies, this critique sees self-branding as a distortion of key branding principles that has obvious implications for its practitioners and advocates. The article shows that, despite inherent tensions and problematic ironies, self-branding persists through the rise of Social Media Influencers; we consider three of these whose fame and following was achieved via the practices and phenomena under consideration.