Platform rules recondition authenticity, sociality, and acceptance into branded terms

Evidence

As social network sites are increasingly programmed in parallel with microcelebrity identification guidelines, my findings support the notion that many everyday users are unintentionally adopting a self that is based in these ideals – to be authentic is to perform an honest, corporate self; to be social is to compete for attention through the capital of friends, likes, comments, and shares; and to be accepted is to sacrifice privacy and anonymity and to become increasingly visible. — Crystal Abidin and Megan Lindsay Brown (eds.), Microcelebrity Around the Globe, 394

Categorization

• XREF: connects to: Facebook replaced flowing multiple selves with a single mandatory real identity — Crystal Abidin and Megan Lindsay Brown (eds.), Microcelebrity Around the Globe:…, 370; Social network platforms are engineered to brand everyday users for advertisers — Crystal Abidin and Megan Lindsay Brown (eds.), Microcelebrity Around the Globe:…, 334; Social media reframed self-identity as a personal brand selling attention — Tim Wu, The Attention Merchants, 1031 (+6 more)

Broader Connections

• Self-branding demands maintaining an edited yet authentic self before an audience #expands (0.86) — Alice E. Marwick, Status Update, 507
• Social media reframed self-identity as a personal brand selling attention #expands (0.82) — Tim Wu, The Attention Merchants, 1031
• Mass competition for uniqueness on uniform platforms undermines the authenticity sought #complicates (0.80) — Naomi Klein, Doppelganger, 135
• Corporate brand logic imposes a forced timeless consistency on personal identity #expands (0.78) — Jenny Odell, How to Do Nothing, 552
• Self-branding treats the self as a salable commodity marketed to employers #expands (0.75) — Alice E. Marwick, Status Update, 418