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Type: Journal article
Title: Personal branding and the commodification of reflexivity
Author: Wee, Lionel
Brooks, Ann Irene
Citation: Cultural Sociology, 2010; 4(1):45-62
Issue Date: 2010
School/Discipline: School of Social Sciences : Gender, Work and Social Inquiry
Statement of
Lionel Wee and Ann Brooks
Abstract: Reflexivity as a concept has produced theoretical debates which have explored the relationship of social actors to agency and identity. Less attention has been paid to reflexivity as a commodity, that is, to the forms of reflexivity that different actors display and to the appropriateness of these forms. Actors who display appropriate forms of reflexivity are likely to be treated differently from actors who do not display such forms, thus resulting in a differential distribution of agency. It is increasingly apparent that reflexivity is a desired commodity which is not available to everyone. In other words, reflexivity as commodity implicates reflexivity as cultural capital. This article explores these issues through an analysis of personal branding and considers how reflexivity and personal branding are in fact emergent from cultural production.
Keywords: commodification ; habitus ; personal branding ; reflexivity ; commodity ; identity
RMID: 0020090872
DOI: 10.1177/1749975509356754
Appears in Collections:Geography, Environment and Population publications

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