Ordinary users adopt corporate self-surveillance tactics to manage their social media presence

Evidence

These tools are used widely not only by companies and brands, but also by individuals to track their @replies, re-tweets, and references to their friends, partner, band, and so forth. These applications reveal the expectation that individuals will want to monitor and manage their Twitter handle. And as we will see, users have come to use the same tactics for self-surveillance that companies use for brand management. — Alice E. Marwick, Status Update, 259

Categorization

• XREF: Connects to Foucault’s panopticon and surveillance studies; also to Erving Goffman’s self-presentation. — connects to: Social media promotes an ideal of privatizing the self into corporate form — Grant Bollmer, Katherine Guinness, The Influencer Factory: A Marxist…, 354; Self-branding normalizes surveillance and produces strategic, edited selves — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 721; Social media reframed self-identity as a personal brand selling attention — Tim Wu, The Attention Merchants, 1031 (+3 more)
• SEED: Article angle: the normalization of self-surveillance software as everyday citizens adopt corporate brand-management tools on themselves.

Broader Connections

• Self-branding normalizes surveillance and produces strategic, edited selves #corroborates (0.88) — Alice E. Marwick, Status Update, 721
• Social media promotes an ideal of privatizing the self into corporate form #expands (0.82) — Grant Bollmer, Katherine Guinness, The Influencer Factory, 354
• Social media reframed self-identity as a personal brand selling attention #corroborates (0.80) — Tim Wu, The Attention Merchants, 1031
• Facebook cultivated the self-as-brand among ordinary individuals #exemplifies (0.78) — Tim Wu, The Attention Merchants, 1004
• Social media’s design rewards visibility and self-promotion with social status. #corroborates (0.75) — Alice E. Marwick, Status Update, 39