Current social circumstances, not the technology itself, drive self-branding behavior.

Evidence

A second viewpoint, and one that is closer to my perspective, is that social media enables many different self-presentation strategies, and due to current social circumstances, many people choose self-branding. The Web 2.0 culture is responsible for the behaviors we see, not the technology. Self-presentation involves using advertising and marketing strategies to sell the self, and since internet media are accessible in a way that television or radio advertising is not, social media allows for a level of strategic, business-focused identity construction that would be otherwise impossible. — Alice E. Marwick, Status Update, 494

Categorization

• XREF: Connects to Bourdieu’s field/capital work and Goffman’s dramaturgical self-presentation, both foundational to self-branding theory. — connects to: Social media reframed self-identity as a personal brand selling attention — Tim Wu, The Attention Merchants, 1031; Socially prescribed behavior forms the conditions of self-emergence, not its obstacle.; Social media norms turn self-expression into self-branding aligned with corporate interests. — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 44

Broader Connections

• Socially prescribed behavior forms the conditions of self-emergence, not its obstacle. #corroborates (0.85)
• Social media reframed self-identity as a personal brand selling attention #complicates (0.78) — Tim Wu, The Attention Merchants, 1031