Self-branding philosophy originated in the dot-com boom era

Evidence

While there are several key differences between the type of companies involved in the dot-com boom and those dubbed Web 2.0, dot-com companies served as a template for the way that creative, technically savvy labor functioned in urban centers from the 1990s onward. The emphasis on self-actualization through work was drawn directly from boomtime philosophy. The philosophy of self-branding, or promoting oneself like a corporate entity, appeared during the boom, as did the lofty idealism and wild rhetoric of changing the world that permeated the time period. — Alice E. Marwick, Status Update, 143

Categorization

• DEFINE: Defines self-branding as promoting oneself like a corporate entity, and locates its historical origin in the dot-com era.
• XREF: Places self-branding’s genealogy before social media, echoing how foundational texts trace influencer culture’s pre-digital roots. — connects to: The favored self-branding platform shifts every few years — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 971; Online participatory culture predates the dot-com boom by years — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 80; Self-branding arose from corporate branding models applied to individual workers — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 416 (+2 more)
• corroborated: 2 independent passages support this claim — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 143

Broader Connections

• The Web enabled individuals to apply corporate branding strategies to themselves #expands (0.90) — Alice E. Marwick, Status Update, 466
• Self-branding arose from corporate branding models applied to individual workers #expands (0.85) — Alice E. Marwick, Status Update, 416