Reconfiguring Worker Subjectivity: Career Advice Literature and the “Branding” of the Worker's Self

Career advice literature, commonly used by many job seekers, has increasingly exhibited an emphasis on “personal branding,” an economic discourse that invites workers to conceive of themselves as profit‐generating enterprises. In this article, we examine the meanings that personal branding provokes in the minds of precariously employed white‐collar workers in Boston. We use interviews conducted with 62 white‐collar workers and job seekers to explore the utility of Foucauldian theories of governmentality, which have received little attention within American sociology. Results suggest that precariously employed workers do feel pressured to incorporate personal branding into their orientations toward both self and work, much as Foucauldian theory expects. Yet our findings also identify important exceptions to this pattern, with smaller proportions of workers engaging in outward accommodation of self‐branding discourse, or else explicit contestation of its terms. We conclude that Foucauldian theories of the “enterprising self” warrant more widespread consideration among American sociologists, hopefully opening up a stronger understanding of counterconduct, one of the theory's notable blind spots to date.     

“The ANC brand is bulletproof”: accountability and the logic of the brand in South African politics

In this paper, I draw on analyses of the brand in the commercial world to explore the implications of branding when applied to political parties and politicians. Specifically, I examine the ramifications of the logic of the brand for accountability within a multi-party democracy. I argue that in branding discourse, the brand serves as a risk-management strategy by creating relations of loyalty with consumers, designed to secure forgiveness for possible transgressions on the part of the brand and thus protect brand equity. Through an analysis of how branding discourse is applied to South African politics by journalists, political parties and participants in social media, I show how in this arena, branding logic works to defer accountability for political parties and politicians who fail to deliver on election promises. Culpability becomes assessed in terms of damage to brand.     

“You are your only limit”: Appropriations and valorizations of affect in university branding

This article considers the role of affect in university branding in a context of neoliberal higher education, by way of examining the semiotic landscape of the Singapore Management University concourse. Contemporary branding often involves stimulating stakeholder/audience investments of meaning and affect into the brand, thereby appropriating consumers’ affective labour for brand‐building and communications. Adopting a discourse‐analytic approach, I examine how linguistic, visual and spatial modalities are utilized to evoke and semiotize particular affective meanings and orientations in the emplaced discourse within the university's brand space. This discourse, which includes organizational branding discourse as well as more organic student‐generated texts, becomes part of the affective regime, helping to encourage and enjoin what is deemed to be normative affective sensibilities and practices in that context. Consequently, the article also considers the kinds of affective subjectivities that are valorized, and how stakeholder/student‐subjects are interpellated in a context of neoliberal‐oriented higher education.     

Natural and social order at Walt Disney World; the functions and contradictions of civilising nature

Elias’ theory of the civilising process is used to show how the Walt Disney World Theme Parks construct social control over visitors without calling into question the official presentation of these visitors as free, choice‐making, experience seeking individuals. Particular attention is drawn to the manipulation of images of nature as either ‘wild’ or ‘civilised’ to code, respectively, forbidden and legitimate places for visitors. In doing so, WDW is able to maintain civilised, non‐coercive, discourse with its ‘guests’ who are, thus presented to themselves as responsible and self‐regulating persons. Attention is drawn to the contradiction that this strategy creates between ‘authentic’ and ‘civilised’ spectacle particularly in the presentation of animals. It is noted how this creates an imperative to show only civilised animal behaviour but which, in turn, limits the means that the Disney Corporation can adopt in order to create a space that is free from the intrusion of uncivilised nature.     

Constructing Clean Dreams: Accounts,Future Selves,and Social and Structural Support as Desistance Work

This article investigates the discourse individuals use when talking about desisting from criminal offending. I analyze the links between offenders’ accounts of past negative behavior, their construction of their possible “clean” future selves, and the social and structural conditions in which they were raised and continue to be embedded. Applying Scott and Lyman's (1968) framework on accounts and Markus and Nurius's (1986) framework of possible selves to interview data with twenty‐eight criminal offenders, I illustrate how excuses for past behavior provide a way for people to distance themselves from their past selves in attempts to preserve or re‐create a possible self that is still worthy to be redeemed in the future. This discourse becomes one mechanism that motivates individuals to change their lives—but it can be short‐lived. The analysis highlights how limited structural opportunities influence individuals’ lifestyles and behaviors, how individuals approach the desistance process even in the face of structural deprivation, and how they attempt to sustain this desistance process.     

Triangulating the Self: Identity Processes in a Connected Era

The increasing prevalence of digital social technologies in everyday life affects processes of self and identity in theoretically and empirically interesting ways. Based on face‐to‐face interviews (N = 17) and synchronous text‐based exchanges (N = 32) from a Facebook‐based population, I examine the conditions of identity negotiation in a networked era, and explore how social actors strike a presentational balance between ideal and authentic. I identify three key interaction conditions: fluidity between digital and physical, expectations of accuracy, and overlapping social networks. I argue that social actors accomplish the ideal‐authentic balance through self‐triangulation, presenting a coherent image in multiple arenas and through multiple media. I differentiate between two degrees of triangulation: networked logic and preemptive action.     

Mind the Gap: The Commodification of Corporate Social Responsibility

This article, based on two years of participant observation, in‐depth interviews, and informal exchanges, offers an ethnographic account of a nonprofit organization that promotes the idea of corporate social responsibility. It follows the ways and means by which midlevel corporate executives are initiated into the universe of “corporate citizenship,” learning to deploy terms such as “stakeholders,” “brand loyalty,” “social investment,” and “community empowerment.” Through an analysis of workshops, lectures, and ceremonial events, I show how the idea of social responsibility is transformed into a managerial tool, designed to enhance employee loyalty and to improve brand loyalty. From a constructivist sociological perspective, I also show that the idea of corporate social responsibility, when framed and advocated by a corporate‐friendly organization, fits the neoliberal emphasis on corporate self‐regulation.     

Over the Hill,Under Siege: Labor Force Graying,Labor Market Pushes,and Consequences for Life Chances

Interest in older workers has recently expanded due to concerns over labor force “graying.” Research and policy on aging adults' labor market participation have, thus far, framed the decision to labor as one shaped solely by the desires and capacities of older workers themselves. This perspective fails to recognize how multiple employer‐side barriers play a large role in defining – and limiting – available choices. In this review, I synthesize the multi‐disciplinary literature on employer‐side barriers to older workers' labor market participation. In particular, I identify and discuss individual‐, meso‐, and social structural‐level barriers that uniquely affect this group, noting where gaps in understanding remain. I consider older workers primarily as a whole to demonstrate how age operates as a distinct, important identity; however, I also reflect on how age overlaps with both other identities and cohort membership. Next, I briefly consider the relationship between these employer‐side barriers and aging adults' life chances, particularly in an era of austerity. Although I focus on the United States case, I also note key cross‐national similarities and differences. Finally, reflecting upon the foregoing review, I suggest that a redirection of public policy is necessary to effectively respond to this contemporary demographic shift.     

On ‘flip‐flopping’: Branded stance‐taking in U.S. electoral politics1

This article examines stance in U.S. political discourse, taking as its empirical point of departure Democratic candidate John Kerry's epistemic stance‐taking in the televised 2004 presidential debates. Kerry's stance‐taking is shown to help display the characterological attribute of ‘conviction’ and serve as a rejoinder to critics who had branded him as a ‘flip‐flopper.’ His stance‐taking is thus not primarily ‘to’ or ‘for’ copresent interactants, but is largely interdiscursive in character. ‘Conviction’ and its opposite, ‘flip‐flopping,’ suggest further how stance‐taking itself has been an object of typification in the agonistic dynamics of candidate branding and counter‐branding. In moving from epistemic stance‐taking in discourse to models of the stance‐taker as a social type, this article addresses questions about the units and levels of analysis needed to study stance in contemporary political discourse.     

Students' Use of Self: Teaching Implications

Social workers acknowledge that they bring more than their professional skills and knowledge to practice, hence the emphasis in many social work programs on enhancing students' self knowledge. After a general overview of self‐knowledge activities for students, the gap between insight and practice is highlighted. The empirical literature is reviewed to find specific and purposeful self enactments, defined as functional ways in which workers intentionally apply their self to practice. Located within professional boundaries, such self enactments potentially form the basis upon which students might consider how to apply their own personal self.     

Stancetaking and the joint construction of zine producer identities in a research interview

This article examines the construction of zine producer identities (self and other) during a research interview. Zines are self‐published texts that circulate in mainly underground communities. In this study, I draw on dialogic understandings of the notion of ‘stance’ to show how a zine producer accomplishes a situated identity performance in the interview that also functions as an interdiscursive move in a larger conversation about the role Do‐It‐Yourself (DIY) ethics should play in zine communities. Specifically, I show how this speaker displays stances in relation to recognizable social types within zine communities but also the canonical stances associated with these social types. I unpack the features that work in support of this stancetaking, including discourse markers, constructed dialogue, referring terms, and prosodic cues. The analysis also foregrounds how the interviewer's turns contributed to these emergent stance displays, which furthers our understanding of the dynamic social context of the research interview.     

Accomplishing Profession through Self‐Mockery

One influential sociological approach to profession has it that a profession is something constructed by social actors themselves and that this work is performed through the swapping of atrocity stories. While atrocity stories are an important resource for constructing profession, they are not the only ones available to social actors. In this article, I draw on field work in an academic engineering research laboratory to document how social actors use self‐mockery to construct profession. They do this in five ways, including through the use of background knowledge to interpret self‐mockery, by reserving self‐mockery for specific conditions separate from conditions where engineering knowledge is put on display, by maintaining a preference for self‐presentations that exclude self‐mockery toward the speaker's self during presentations in lab meetings and lectures in courses, through the selection of locally insignificant selves for mockery, and by assembling their own accounts of self‐mockery.     

Imagined communities in the global game: soccer and the development of Dutch national identity

Abstract Using the recent history of Dutch soccer as an illustrative case, this article supports a line of argument in globalization studies that generally focuses on the variable reverberations of globalization and more specifically suggests that globalization entails the embattled redefinition of national identities. I show how the involvement of the Dutch national team in global competition aided the construction of a myth of national football distinction and how media coverage and discourse turned this myth into a key element of a re imagined national community. The Dutch view of themselves as a unique soccer nation fits familiar global patterns, and a sociologically informed critique of their romantic soccer self‐image displays the myth as myth. At the same time, however, the critique is part of the discourse, which involves more than an a historical expressive myth erected as a defence against globalization. I argue that it is more complex, more reflexive and more fluid than some accounts of soccer nationalism would lead us to expect or than nostalgic neopatriots might prefer. The article thus also offers a critique of a standard critique of national sports image‐making, which fits with a promising thrust in soccer and globalization scholarship.     

User‐generated online queer media and the politics of queer visibility

In this article, we review sociological research on the politics of queer self‐presentation and visibility in user‐generated online media, such as personal homepages, blogs, YouTube vlogs, and queer‐specific social networking sites. Using an intersectional lens to attend to multiple axes of identity, the review offers a deeper understanding of how online queer media impact self‐presentation and visibility, while also privileging certain racial, sexual, and gender identities and practices over others. Online platforms can serve as spaces of resistance wherein queer people not only make themselves visible but also redefine dominant conceptions of identity, as well as the boundaries between public and private life. However, our review also finds that online spaces of queer self‐presentation often become another space for the reinforcement of dominant norms pertaining to various axes of one's identity. Given that the advent of user‐generated media and the Internet has facilitated the mobilization of queer people worldwide, an understanding of queer self‐presentation in online media demonstrates how new iterations of sex, gender, and sexuality are constructed in a technological era by queer‐identified people themselves, and how people can both resist and reify dominant social hierarchies across boundaries of space and time.     

Verification of Self Using a Mathematical Theory of Identity,Feeling, and Behavior

The current study tests the affect control theory of self, a mathematical theory that demonstrates a core social psychological principle: individuals strive for a stable and coherent self through identity selection and behavior. In the affect control theory of self, the self is conceptualized as self‐sentiments, which are measured on three dimensions: evaluation (good/bad), potency (powerful/powerless), and activity (fast/slow). In a longitudinal sample of college men and women, I find the self‐sentiment predicts how individuals describe themselves on a range of terms, including primary emotions and both stigmatized and esteemed traits related to mental illness and self‐esteem. It also predicts various productive and deviant behaviors five months later. Thus, the current study demonstrates the theoretical precision of the theory, its ability for understanding human behavior, and its potential for identifying at‐risk individuals.     

Critical perspectives on brand culture in the era of participatory and algorithmic media

Brands have become a ubiquitous feature of life in market‐based consumer societies. While marketers aim to establish brands as efficient devices for guiding purchase decisions, critical scholarship investigates how branding functions as a mode of exercising power by shaping consumers' identities and consumer culture more broadly. Beginning in the 1950s as a predominantly semiotic critique of advertising, critical research into branding has over the decades developed a more complex conceptualisation of brands and their interrelationship with “active” audiences and the cultural environment in which they operate. The first part of this essay summarises this conceptual evolution. It provides the necessary background for interrogating how brands engage with, shape, and capitalise on “algorithmic culture”. Recent dramatic changes in the data‐processing power of the developing algorithmic, platform‐dominated media environment is significantly altering the way brands operate and capitalise on consumer participation and popular culture. The present moment is therefore a crucial one to survey and evaluate emerging critical perspectives on brands and branding. By engaging with the current scholarship on social media, algorithms, and platforms, the second part of this essay outlines a number of novel and distinctive critiques emerging from this literature, which can help inform further research.     

Marked by fire: brands,slavery, and identity

ABSTRACT

Perhaps one of the most visceral symbols used to represent the evils of the trans-Atlantic slave trade is the brand. The branding iron holds a profound semiotic weight due to its connotation with identity and how we collectively represent humans in opposition to animals. This article engages with the historical significance of the brand particularly in the context of slavery, tracing its influence through theories of identity as well as commodities, before exploring actual evidence of branding usage from the trans-Atlantic slave trade. Understanding not only the mechanisms which governed branding but its social significance is crucial as we work to better understand the experiences of those who suffered through this trade.     

“I Was Always This Way…”: Rhetorics of Continuity in Narratives of Conversion

This article is concerned with identifying, comparing, and accounting for the principal rhetorical conventions within Pagan practitioners’ narratives of conversion. Applying key insights from studies on narrative identity and drawing on 15 months of fieldwork and 25 in‐depth interviews with Pagan practitioners, I first outline formal similarities in the content of participants’ narratives, arguing that these narrative conventions together constitute an ideal typical conversion narrative: what I call the rhetoric of continuity. This narrative form depicts the process of conversion as a rediscovery or uncovering of a temporally continuous and essentialized Pagan self. I suggest that while all conversions involve both change and continuity, adherents of different faith traditions vary in the degree to which they stress self‐transformation and/or self‐continuity. I then argue that the rhetoric of continuity reflects and reinforces practitioners’: (1) perspective on the locus and nature of the authentic self; (2) claims to legitimacy and social acceptance; and (3) understanding of the nature of religious truth.     

Accounting for Victimization: Social Constructionist Perspectives

This paper reviews research and theory on the social construction of victims and victimization. There are four areas of inquiry: victims’ self‐processes, the collaborative accomplishment of victimization, social problems claims‐making, and social movement framing. Scholars in each area take a symbolic interactionist perspective. Because victimization is potentially stigmatizing, much of this research and analysis draws on the literature on vocabularies of motive, aligning activities, and accounts. Literature on self‐processes examines how victims come to see themselves as victims and their situations as deviant. Often, when they try to establish their victim identities with others, they can be discredited or blamed if they do not meet expectations of typical victims. When people want to show that a social problem exists, they use images of victims to evoke sympathy and other emotions. Sometimes, collective identities may not be sympathetic, and also need to be managed, through the framing work of activists.     

Sociological Approaches to Self‐injury

This paper reviews the burgeoning sociological literature on non‐suicidal self‐injury, in which individuals intentionally harm themselves by cutting, burning, scratching, or smashing their body parts. We identify challenges to studying self‐injury, such as conflicting definitions and categorizations. Comparing self‐injury to other behaviors such as suicide, body modification, and self‐mutilation, we assert that non‐suicidal self‐injury deserves its own conceptual category. We explain how a critical sociological approach provides a valuable counterweight to medical and psychological studies of self‐injury. In particular, this paper advances the deviance perspective. Finally, we highlight how technology has allowed self‐injurers to build supportive communities in cyberspace, blurring the line between hidden and public acts. We conclude with suggestions for future directions in the study of self‐injury.