Self-branding imposes significant emotional and temporal costs on practitioners

Evidence

Many informants told me that there were significant negative emotional costs to self-branding, including anxiety, information overload, lack of time, and hurt feelings due to audience comments and interactions. Constantly monitoring one’s actions and maintaining a “dual gaze” was often exhausting and time consuming. Keeping up with the sheer amount of work that self-branding requires means neglecting other aspects of life. — Alice E. Marwick, Status Update, 508

Categorization

• XREF: connects to: Self-help gurus script acceptable affect for self-branding, naturalizing and gendering it — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 510; Self-branding shifts economic risk onto workers while demanding constant unpaid labor — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 524; Currency of one’s self-brand can trap producers in unhappy life situations — Brooke Erin Duffy, (Not) Getting Paid to Do What You Love:…, 553