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Title of the article: |
PERSONAL BRANDING: CONSUMER IDENTITY IN THE CULTURE OF POSTMODERNISM |
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Author(s): |
Elena A. Blagorodova |
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Information about the author/authors |
Elena A. Blagorodova — PhD in Philosophy, Associate Professor, Southern Federal University (SFedU), Institute of Philosophy and Social and Political Studies, Dneprovskiy lane, 116, 344065 Rostov-on-don, Russia. E-mail: eablagorodova@sfedu.ru |
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Section |
Theory and history of culture |
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Year |
2018 |
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Volume |
Vol. 49 |
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Pages |
Рp. 41–50 |
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Received |
December 15, 2017 |
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Date of publication |
September 15, 2018 |
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Index UDK |
008+304.44 |
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Index BBK |
71.07 |
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Abstract |
The article deals with the issue of forming “personal branding” in the culture of postmodernism. During previous periods of cultural development`s history traditional values conditioned the basis of identity. However, within modern society these steady identification mechanisms are losing their force. Their place is occupied by the consumption space. The purpose of the paper is to consider mechanisms of designing the consumer identity through the main features of postmodernist culture. The process of shaping the consumer identity is represented in the conception of symbolic interactionism. According to the latter person finds the identity only in the process of social interaction. Nowadays a key role in formation of identity is played by the wish to fit the desirable image created by social media. It is that not only a person should match the chosen role, but also that the others should approve it. That`s how the notion of “personal branding” appears — a concept, according to which modern people are engaged in designing their personality with the aim of getting a good job or occupying a certain niche in the society. It is a consumer brand. Fashion, advertising, social media produce the samples that are basic to personal brand. The article reveals main features of the ideal image of “I” formed in social media that build the basis of personal identification. The author concludes that identity in the Russian culture becomes actually a real consumption product reflecting not personal values, but socially significant images formed by social media in the culture of postmodernism. |
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Keywords |
culture, identity, consumer, postmodernism, “personal branding” on social media. |
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References |
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