Self-branding amongst freelance knowledge workers

Arvidsson, Adam, Gandini, Alessandro and Bandinelli, Carolina (2016) Self-branding amongst freelance knowledge workers. In: Invisible labor: hidden work in the contemporary world. University of California Press. ISBN UNSPECIFIED


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In this chapter we draw on our ongoing research on freelance knowledge workers in London and Milan to discuss how “public brands” operate within self-organized productive networks and how self-branding in its current usage points toward a different conception of value proper to such emerging networked models of organization.1 We suggest that since their origin as superficial symbols— perhaps the antithesis of ethics—brands, and in particular personal brands, are now becoming foundational devices for the realization of a new kind of ethics proper to the emerging modes of productive organization that knowledge workers promote.

Keywords:self branding knowledge work social entrepreneurship neoliberalism ethical economy
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:29592
Deposited On:14 Nov 2017 15:59

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