Early tech insiders found self-branding rhetoric ridiculous yet recognized its pervasiveness.

Evidence

Boyd thought the tech scene’s wide acceptance of self-branding rhetoric was ridiculous. Not only did he believe it to be ineffective; he found the idea of self-commodification distasteful. But he recognized that these ideas had wide currency in the tech scene. — Alice E. Marwick, Status Update, 426

Categorization

• XREF: connects to: Personal branding went from discredited to universal within a decade — Naomi Klein, Doppelganger: A Trip into the Mirror…, 175; Personal branding looked absurd until social media removed the need for ad budgets — Naomi Klein, Doppelganger: A Trip into the Mirror…, 157

Broader Connections

• Personal branding went from discredited to universal within a decade #expands (0.85) — Naomi Klein, Doppelganger, 175
• Personal branding looked absurd until social media removed the need for ad budgets #expands (0.80) — Naomi Klein, Doppelganger, 157