Brand yourself a changemaker!

Bandinelli, C. and Arvidsson, A. (2013) Brand yourself a changemaker! Journal of Macromarketing, 33 (1). pp. 67-71. ISSN 0276-1467

Full content URL: https://doi.org/10.1177/0276146712465186

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Abstract

This article uses the case of social entrepreneurs or “Changemakers” to investigate the phenomenon of self-branding among knowledge workers. We argue that self-branding is not only the effect of a neoliberal regime of governmentality, but that this phenomenon could also represent the seed of a new and more rational value regime that could provide the basis for a more adequate institutional framework for an emerging economy of immaterial labor. We explore the political and ethical implications of this suggestion.

Keywords:social enterprise, social innovation, self-branding, neoliberalism, governmentality, brands, immaterial labor, macromarketing
Subjects:L Social studies > L900 Others in Social studies
Divisions:College of Arts > Lincoln School of Film & Media > Lincoln School of Film & Media (Media)
ID Code:29593
Deposited On:16 Nov 2017 12:26

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