Self-branding culture rejects the enterprise for freelance and startup work

Evidence

Although the social media scene is highly capitalist and involves an immense blurring of the lines between work and self, the community’s adherence to self-branding mechanisms is not a wholesale acceptance of status quo economics. Rather, the valorization of independence and entrepreneurialism documented in self-branding literature was used by my participants not to embrace life as entrepreneurs within the enterprise, but to reject the enterprise in favor of freelance, consulting, or startup work cultures. — Alice E. Marwick, Status Update, 517

Categorization

• XREF: Echoes the reader’s prior reading on communication as culture and on how ideological narratives get repurposed against their origins.