You are your brand: Self‐branding and the marketization of self

Personal branding was popularized in the late twentieth century through a spate of self‐help literature which enjoined workers to take responsibility for themselves by taking an entrepreneurial approach to the self, seeing themselves as products to be marketed as a means of managing the risks of an unstable labor market. Self‐branding discourse frames the “authentic self” as a source of material value which workers can leverage to build a reputation, which they can later capitalize upon in their attempts to remain competitive as workers. This article examines the literature on self‐branding to trace its origins as a framework for conceptualizing the self. The discourse of self‐branding proposes a singular, profitable self which is at once authentic and consistent. In this review of self‐branding literature, I explore what thinking of the self as a brand does to the way individuals relate to themselves. I examine the social construction of authentic self‐brands, how branding the self on social media impacts the process of self‐presentation, and how workers experience the imperative to self‐brand.     

Reconstructing Moral Identities in Memories of Childhood Language Brokering Experiences

Language brokering is a common phenomenon, whereby children of immigrant parents mediate both verbally and with written documents between their parents and other different language speakers or writers, converting meanings in one language into meanings in another. This paper explores some of the moral identities – the interplay between moral ideals and individuals' personal identities – adults construct from their memories of their activities as child language brokers. Qualitative research on adults who were, and to a large extent still are, language brokers for their parents, found that in the context of parent‐teacher meetings, some individuals recast their behaviours in a manner that rendered themselves as good, honest, ethical and well‐behaved students. This paper argues that the moral identities individuals construct from memories of their childhood experiences have social and cultural dimensions, and are contingent upon the context and the situation. The paper also has policy implications with regards to the status of the child, and the relationship of that status to cultural context and expectation, given that the circumstances of their lives cannot be removed. Regarding policy, this research could inform practitioners, schools, and the general public about the impact of language brokering experiences on children, and may help in some way to alleviate the stress/burdens associated with language brokering. Additionally, it could bring about increasing understanding of how people establish identities based on their lived experiences.     

Embodied Fluidity and the Commitment to Movement: Constructing the Moral Self through Arthritis Narratives

While biomedical research reifies bodily movement in the lives of people with chronic illness as “functional mobility,” our analysis of biographical osteoarthritis narratives uncovers a moral commitment to movement as both a moral imperative and a technique to preserve a self threatened by the limits arthritis places on daily life. A content analysis of twelve interviews with arthritis sufferers shows that, in addition to the practical and emotional challenges of living with arthritis, these actors face the daily challenge of displaying their understanding of embodied fluidity—the timely and fluid movement through time and space—as a virtuous practice. Our informants use the movement mandate—the commitment to move despite the pain it may cause—to produce themselves as competent social and moral actors sacrificing the demands of their bodies to meet social expectations, and they conduct this performance in front of several audiences: the self and specific and generalized others. For these informants, in both private and public realms, the experience and the management of pain and physical limitation are profoundly social and accountable matters, as they affect interactions with others, their own social identities and moral integrity, and their relations with self as they seek to balance their arthritis pain with their past, present, and future self‐concepts.     

Mediating self‐hood: exploring the construction and maintenance of identity by mothers of children labeled with autism spectrum disorder

Based on the findings of a qualitative study, this article describes how mothers of children labeled with autism spectrum disorder (ASD) mediate for their children in interactions with those who are unfamiliar with ASD. Data were collected through in‐depth interviews and participant observations. Findings indicate that mothers mediate for their children because they perceive hostility and lack of accommodation for their children on the part of unfamiliars. As they mediate, mothers attempt to construct and maintain positive identities for their children by explaining and reframing their children’s behaviors to influence the interpretations and responses of unfamiliars. I argue that in these interactions mothers function as proxy selves for their children because they are attempting to influence the perceptions others develop of their children, thus shaping their children’s social identity in the process. The findings of this study demonstrate the active, interpretive role that many mothers of children with autism play as they continually sort and assess information in order to determine what is in the best interests of their children. Further, the findings presented here demonstrate the social nature of self‐hood and identity, that all people involve others in the performance of their self‐hood. In this way and others, people labeled with ASD have much in common with those considered normal.     

Are They Really Mama’s Boys/Daddy’s Girls? The Negotiation of Adulthood upon Returning to the Parental Home

This article explores how living with parents affects the ways emerging adults construct their self‐identity. Data are from in‐depth interviews with 30 young adults who returned to live with their origin family after a period of residential autonomy. Respondents perceive adulthood as a psychological state, attained through a process of assuming responsibility for one’s actions and learning how to interact with other adults (particularly parents) from a position of equality. Nonetheless, an economic component remains important, mentioned by respondents who contributed to the family economy and those who sought to avoid doing so. Successfully viewing oneself as an adult is gendered, with daughters less likely to perceive themselves as equals in interactions with parents.     

“My God Wants Me to Live Simply”: The Constructed Selfhood of Faith‐Based Simple Livers

This study examines how participants in the faith‐based voluntary simplicity movement, referred to here as “Simple Livers,” draw on the complex interactions of ideology and emotions as they construct a moral identity focused on social change. Drawing on qualitative data from participant observation and interviews, I examine the use of moral repertoires—combinations of principles, practices, and feelings, including guilt, pride, and frustration, grounded in both the Christian faith and the tenets of voluntary simplicity. I engage with the new literature on lifestyle movements to argue that the moral repertoires of Simple Livers reinforce these ideologies, resulting in the construction of an over‐conforming moral self.     

Olfactive frames of remembering: theorizing self,senses and society

By analysing sensorial aspects of social memory and emotions, this paper theorizes the social significance of olfaction and other senses towards reconfigurations of self and social interactions through embodied identity work. The research question that this paper addresses is: how is the self perceived through memories that are mediated by smells? Olfactive frames of remembering are employed in order to explicate sensory meta‐narratives including sensory relations (pertaining to familial and other ties), sensory memory, time and space, and sensoryscapes. This article also elucidates upon the various moral, cultural and aesthetic codes that may be discerned in biographical narrations of social actors drawn from narrative interviews. Furthermore, it highlights a need to consider sensorial‐bodily experiences in qualitative inquiry and thereby conceptualize how actors articulate their sense of self, and how they reformulate their experiences and relationships with others vis‐à‐vis emotional discourses of happiness, sadness and nostalgia in the maintenance and continuity of selfhood. The paper therefore contributes to sensuous scholarship by explicating how smells and memories operate in conjunction toward shaping self‐identity and social relations.     

Expertise and forms of knowledge in the government of families

This paper examines the relationship between the state and the individual in relation to an aspect of mundane family life – the feeding of babies and young children. The nutritional status of children has long been a matter of national concern and infant feeding is an aspect of family life that has been subjected to substantial state intervention. It exemplifies the imposition upon women the ‘biologico‐moral responsibility’ for the welfare of children ( Foucault, 1991b ). The state's attempts to influence mothers’ feeding practices operate largely through education and persuasion. Through an elaborate state‐sponsored apparatus, a strongly medicalised expert discourse is disseminated to mothers. This discourse warns mothers of the risks of certain feeding practices and the benefits of others. It constrains mothers through a series of ‘quiet coercions’ ( Foucault, 1991c ) which seek to render them self‐regulating subjects. Using data from a longitudinal interview study, this paper explores how mothers who are made responsible in these medical discourses around child nutrition, engage with, resist and refuse expert advice. It examines, in particular, the rhetorical strategies which mothers use to defend themselves against the charges of maternal irresponsibility that arise when their practices do not conform to expert medical recommendations.     

Friendship Talk as Identity Work: Defining the Self Through Friend Relationships

This paper places friendships at the center of individuals' identity work, examining how individuals construct self‐identities through their talk about friend relationships and networks. We conceptualize this “friendship talk” as a subcategory of identity talk. From interviews with emerging adults, we find three strategies of friendship talk: envisioning self through others, betterment distancing, and situating with networks. These strategies demonstrate unique ways identity construction occurs through talk about friends. Individuals verbally connect with and separate from friends while constructing desired selves and moral identities. We suggest that friendship talk strategies may be generic social processes that apply beyond emerging adulthood.     

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.     

Methodology and Measurement in the Study of Multiracial aMericans: Identity,Classification, and Perceptions

This article lays out some of the methodological issues in doing research on multiracial people (those whose immediate and/or distant ancestors come from different racial or ethnic groups), including how they are counted, how they are perceived, how they identify themselves, what factors affect their self‐identifications, and how their identifications change over time.     

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.     

From Multiracial Subjects to Multicultural Citizens: Social Stratification and Ethnic and Racial Classification among Children of Immigrants in the United Kingdom

This study examines how immigrant parents’ geographic origins correspond to their adult children's ethnic and racial self‐classification; whether discrepancies are associated with socioeconomic status; and the implications of these patterns for assessing socioeconomic inequality. Using linked British census data, we identify immigrants’ children in 1971 and examine how they ethnically/racially self‐classify in 2001. We find that fluidity in classification varies across groups, but higher educational attainment is consistently associated with less white British classification. Therefore, grouping immigrants’ children by ethnic/racial self‐classification underestimates socioeconomic disadvantage for these groups. However, grouping by parental birthplace overlooks variation in racialization and disadvantage among children of immigrants from the same country of origin.     

Intergenerational Contact and the Life Course Status of Young Adult Children

This study examined how the life course status of young adults—whether they have a romantic partner and whether they have children—is related to how often they have contact with their parents. Hypotheses were tested using recent data from the Netherlands Kinship Panel Study. The main sample included 1,911 young adults between the ages of 18 and 34. Results suggest that young adults’ entrance into cohabitation and marriage is associated with less face‐to‐face contact with parents. Young adults with children of their own tend to see their parents more frequently than young adults without offspring. Findings are congruent with the family life course perspective, contending that family relationships are related to the life course status of individual family members.     

Facing Death: Buddhist and Western Hospice Approaches

This article draws on ethnographic data to examine how moral person‐hood, emotions, and social relationships are constructed quite differently within two organizations with the similar goal of holistically caring for the dying. The analysis shows how the moral rhetoric and related practices at a mainstream hospice encourage volunteers to esteem a static conception of the self‐as‐character, whereas the Buddhist approach requires volunteers to engage in a process of transcending a self that is continually being worked on. The analysis points to paradoxes in the hospice conceptions of a “good death” and offers critical reflection on the assumption that Western and Buddhist approaches to hospice care are largely equivalent. Organizational, structural, and phenomenological strands of symbolic interactionist thought are drawn on to interpret these findings.     

The Digital Self: Through the Looking Glass of Telecopresent Others

The impact of others in telecopresence on the formation of self has not been well studied, and existing research on the self in cyberspace has focused mostly on issues related to the presentation of self. A major question researchers have been trying to answer is how people present their self to others when they become disembodied and anonymous in the online world. The question the present study attempts to answer, however, is almost the opposite: how do people come to conceive their self when others become disembodied and anonymous? This question is particularly important for understanding the effect of the Internet on self‐formation, especially in teenagers who are yet to form a stable view of themselves. Based on the analysis of teenagers' online experience, the present study shows that others on the Internet constitute a distinctive “looking glass” that produces a “digital self” that differs from the self formed offline. Teenagers' playful online self‐presentation is thus an integral part of the process of self‐formation. As such, “intimate strangers” or “anonymous friends” on the Internet play an important role in affecting the self‐development of online teenagers.     

‘My Mother Thinks that this is the Case,and so Does My Teacher. I,for My Part,Do Not Notice Any Difference’: Methodological Reflections on Intersubjectivity in the Research Process with Children

This article illustrates why the notion of intersubjectivity is important when conducting interviews with children. Even though intersubjectivity is often undermined in educational activity as well as in research with children, it needs to be established and maintained in order to make the children talk and the adults listen. By discussing some interview material from a research project in which children diagnosed with AD[H]D talk about their medication, the authors show how creative the children are when expressing their subjective meanings, and how helpless the adults often are when they do not at first understand the children. Here, intersubjectivity is realised when the adult interviewer manages to understand the children's expressions as their efforts to convey their ideas. Children who struggle to express themselves and communicate need to rely on adults' empathy and understanding.     

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.     

Support and Control among ‘Friends’ and ‘Special Friends’: Peer Groups' Social Resources as Emotional and Moral Performances amidst Teenagers

Children are often regarded as being supported and controlled by adults, rather than their peer groups. In contrast, drawing on research carried out in Finland, this article considers peers as a resource. Using mainly a 14‐year‐old’s oral narratives, it is shown how the spatial and social context enables and inhibits children’s mutual support and control, reflecting and producing social and moral positions, and inclusion and exclusion. The analysis exploits the performance approach, which stresses children’s active role in the formation of social resources and reconstructs support and control from a child’s point of view.     

Caring or Vulnerable Children? Sibling Relationships When Exposed to Intimate Partner Violence

Drawing on qualitative interviews with the children about how they and their siblings have responded to intimate partner violence, this paper explores processes of victim positioning. In their narratives, some children positioned themselves in line with notions of vulnerable victims, while others positioned themselves as caregivers or changed their positions vis‐à‐vis their siblings. In their stories, they assigned and assumed positions in interaction with their siblings. Receiving sibling support and care was in the narratives related to the quality of the sibling relationship, the shared experiences of violence and the age order.