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Journal of Consumer Culture

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22 pages

Journal of Consumer Culture

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Ajouté le : 21 juillet 2011
Lecture(s) : 246
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Journal of Consumer Culture http://joc.sagepub.com
`Meat, Mask, Burden`: Probing the contours of the branded `self`  Alison Hearn Journal of Consumer Culture 2008; 8; 197 DOI: 10.1177/1469540508090086 The online version of this article can be found at:  http://joc.sagepub.com/cgi/content/abstract/8/2/197
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Additional services and information for Journal of Consumer Culture can be found at:  Email Alerts:  http://joc.sagepub.com/cgi/alerts  Subscriptions:  http://joc.sagepub.com/subscriptions  Reprints: http://www.sagepub.com/journalsReprints.nav  Permissions: http://www.sagepub.co.uk/journalsPermissions.nav  Citations (this article cites 18 articles hosted on the SAGE Journals Online and HighWire Press platforms): http://joc.sagepub.com/cgi/content/refs/8/2/197  
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Copyright © 2008 SAGE Publications (London, Los Angeles, New Delhi and Singapore) Vol 8(2): 197–217 1469-5405 [DOI: 10.1177/1469540508090086] http://joc.sagepub.com
ARTICLE ‘Meat, Mask, Burden’ Probing the contours of the branded ‘self’ ALISON HEARN University of Western Ontario, Canada Abstract This article will argue that the ‘reflexive project of the self ’ (Giddens) has become an explicit form of labour under post-Fordist capital in the form of ‘self-branding’. Here, work on the self is purposeful and outer-directed; self-production is heavily narrated, marked by the visual codes of the mainstream culture industry, and subject to the extraction of value. The article will explore inflections of self-branding across several different mediated forms. Contemporary marketing literature identifies the construction of a branded persona as a central strategy in the negotiation of increasingly complex corporate environments. Recently the practice and logic of personal branding has moved out of the boardroom and into the television studio. Television shows such as The Apprentice and American Idol invent a narrative of self-branding and simultaneously produce branded personae. Websites such as 2night.com extract value from partying young people; photographers take pictures at nightclubs and link them to advertisements online, blurring the distinction between product and consumer, private self and instrumental associative object. The logic and practice of self-branding is inflected differently again on social network sites such as facebook.com or myspace.com, which are inventories of various types of ‘ lves’ se . These forms of self-branding, found across several different kinds of media, illustrate the erosion of any meaningful distinction between notions of the self and capitalist processes of production and consumption. Key words branding labour promotional culture reality television social networks subjectivity
Journal of Consumer Culture
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