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.     

The Demand for Healthy Eating: Supporting a Transformative Food “Movement”

To the extent that social science scholarship engages real‐world developments it remains grounded and better able to resist elite agendas. With this in mind this article argues for the critical encounter with what I argue is the most significant struggle around food and agriculture today—the amorphous and broad‐based movement that strives to resist the further degradation of food environments and ensure healthy eating in society. This struggle is inevitably engaged with contemporary neoliberal agendas that have transformed and degraded food environments as they have privileged profit making over healthy diets. The article considers different sites where the struggle over healthy eating is taking place, both at the level of the state and more extensively in civil society. It considers the debate over bovine growth hormone in Canada and the wider efforts to turn around school food environments as examples of state‐centered and civil‐society struggles, respectively, that illustrate different dimensions of the healthy‐eating movement today. In each case the agendas of transnational food corporations are seen to be directly contradicting efforts to ensure healthy diets. The article considers some notable successes among advocates of healthy eating, in the United States and Canada and most notably in Britain, and examines some of the factors that may account for this success. Overall, I argue that this struggle has the potential to challenge the hegemony of neoliberal discourse in fundamental ways. The article concludes with a call for academics, and rural sociologists in particular, to give a much greater priority to healthy‐eating struggles, and considers a number of areas where academic practitioners can aid activists' efforts to resist the further degradation of diets and establish healthier food environments.     

Politics and Positionality: Engaging with Maps of Meaning

This article considers critical social work education within the context of the challenges associated with the increasingly neoliberal, corporate and competitive nature of higher education and human service provision. The metaphor of maps is used as a framework for exploring the potential for transformational learning opportunities associated with alternative ways of thinking about teaching and learning. Countering the neoliberal tendency to depoliticise, metaphors of maps and map-reading, as discussed here and applied to social work education, evoke diverse perspectives and engagements in relation to the politics of knowledge, knowing, theory and practice. In emphasising the partiality of knowledge, the indivisibility of the ‘knower’ and the ‘known’ and, as such, the personal and the professional, efforts to cultivate critical consciousness, thus, enable different conversations. The central premise of this article is that in offering opportunities for engagement which open up rather than close down the space for meaningful dialogue, educators may contribute, in profound ways, to both student development and the (re)shaping of public discourse.     

Queer Selfhoods in the Shadow of Neoliberal Urbanism

This article explores the political and performative shift in representations of same-sex desire within the context of neoliberal urbanism in Bengaluru, India. The affective shift from labile sexual practices to defiant assertions of sexual identity over the past two decades warrants a conjunctural analysis that tracks the intersections between neoliberal cultures of consumption and liberal rhetorics of equal rights and freedom of choice. Focusing on the queer subject in Mahesh Dattani's dramatic oevre, this article considers progressivist accounts of same-sex desire in neoliberal Bengaluru over the past two decades. By examining how non-normative sexual practices are disciplined into the epistemological categories of LGBT identity politics, the essay charts the itineraries of “queer” as it travels to India.     

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.     

“This Is Not Your Practice Life”: lululemon and the Neoliberal Governance of Self

Cet article s'intéresse à l’énorme réussite de lululemon athletica, et en particulier à la façon dont ses stratégies de marque s'approprient la pratique du yoga pour les intégrer à un modèle consumériste de discipline et de soin de soi. On arguera que la stratégie de marque de lululemon est liée à l'hyperindividualisme néolibéral ainsi qu'aux discours plus généraux de développement personnel qui définissent le bien‐être comme un accomplissement personnel et moral. Nous approfondissons la façon dont la stratégie de marque lululemon se reporte constamment à des concepts vagues, homogénéisateurs et extrême‐orientaux des spiritualités du Levant, qui instrumentalisent les pratiques yogiques et renforcent les idéologies occidentales en matière de santéisme, parallèlement à la performance personnelle, corporelle et commerciale. Nous arguons que lululemon intègre au consumérisme des discours de prise de pouvoir, illustrant la façon dont les discours de choix et de soin de soi renforcent le soi responsabilisé qui est au c?ur même des sociétés néolibérales contemporaines. This paper examines the enormous success of lululemon athletica and specifically how its branding practices appropriate yogic practice into a consumerist model of discipline and self‐care. lululemon branding is linked with neoliberal hyperindividualism and broader self‐help discourses that define health and wellness as a personal and moral achievement. We explore how lululemon branding consistently refers to vague, homogenizing, and orientalist concepts of Eastern spiritualities that instrumentalize yogic practices, and reinforce Western ideologies of healthism along with personal, bodily, and market performance. We argue that lululemon folds empowerment into consumerism: discourses of choice and self‐care reinforce the responsibilized self that is the core of contemporary neoliberal societies.     

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.     

“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.     

Narrating Nursing Jurisdiction: “Atrocity Stories” and “Boundary‐Work”

Sociologists have long recognized that the division of labor is, at its root, a process of social interaction. Although “negotiations” figure centrally in symbolic interactionist studies of work, relatively little attention has been given to the ways in which the structure of workplace talk contributes to the social constitution of occupations. Drawing on the insights of discourse and conversation analysis, this article examines occupational atrocity stories and considers how they accomplish boundary‐work in the hospital setting. I focus on the stories British nurses told about doctors and use data generated in ethnographic research into the routine accomplishment of nursing jurisdiction. I conclude with some general observations about how the detailed analysis of stories and storytelling can contribute to the wider study of social group formation.     

Neoliberal Globalization and Heightened Perceptions of Class Division in Iceland

This article uses the case of Iceland to study how neoliberal globalization impacts class discourse in the political field and broader perceptions of class division. Analyzing a leading newspaper and parliamentary debates from 1986–2012, I show how neoliberal globalization—especially by increasing economic inequality—created a disjuncture between an increasingly differentiated social space and a national habitus cultivated in a small, homogeneous, and egalitarian society. This undermined taken‐for‐granted assumptions of relative classlessness and heightened perceptions of class division during a neoliberal ascendancy period from 1995 to Iceland's economic collapse in September 2008.     

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.     

Value of “haafu” as a Category in Education Research

This paper examines the importance of better recognizing and representing haafu students in Japanese education policies by using Fraser's tripartite theory of social justice. In today's transnational Japan, there has been a remarkable increase in the number of haafu, a term used in reference to children with Japanese and non‐Japanese parents. However, the educational experiences of haafu children have not been adequately investigated by researchers and the government for education policies. Central to these arguments are concerns that haafu children occupy a liminal space, and hence are potentially educationally “at risk.” They are generally viewed as Japanese because of their nationality and are expected to perform like the majority of Japanese students with two Japanese parents due to their familiarity with Japanese culture. Yet, in practice there is a paradox that haafu students might be marginalized as a consequence of being viewed as not Japanese enough. In this context, how should public education respond to an increasingly culturally diverse student body? This paper argues why there is a need for public education, its policy and practices to more effectively recognize, represent and redistribute resources ‐ as Fraser frames the three dimensions of social justice ‐ in support of these students.     

Against Free Markets,Against Science? Regulating the Socio‐Economic Effects of Biotechnology*

Abstract This study challenges the assumption that abstract “globalization” forces are driving transformations in the relationships between states and markets. Employing three cases of policy debate regarding the regulation of agricultural biotechnology (ag‐biotech), we examine the role of discourse in the formation of neoliberal regulatory schemes. We show that one important mechanism for the successful institutionalization of neoliberalism in the area of ag‐biotech has been the linking of neoliberal discourse with a discourse of scientism. This strategic combination of discourses has been used by advocates of biotechnology to depoliticize ag‐biotech—that is, to remove it further from political debate and state intervention. However, in each case examined here, certain state actors resisted industry demands for minimal regulation, and in each context this resistance produced markedly different outcomes.     

Social Policy, “Deservingness,” and Sociotemporal Marginalization: Katrina Survivors and FEMA

Limiting assistance in the context of the neoliberal U.S. welfare state relies on a distinction between the deserving and undeserving poor. Hurricane Katrina survivors were caught between two opposing cultural characterizations—”deserving” disaster victims and “undeserving” welfare cheats. In this article, I examine Hurricane Katrina survivors' experiences with the Federal Emergency Management Agency (FEMA)'s rental assistance policies and practices, as their experiences reveal important aspects of how aid is allocated in the context of the contemporary U.S. welfare state, and what consequences this has for marginalized populations. I analyze in‐depth interviews and field observations with displaced Katrina survivors and find that FEMA policies and practices assumed a “middle class” model of family structure and economic standing. Those who did not fit into this model were made to wait while their cases were investigated, which had negative psychological and material consequences. I argue that being made to wait, or temporal domination, is a central component of the larger sociotemporal marginalization of the poor, or the way in which time structures social stratification. Temporal domination is a feature of neoliberal social policy, neither maliciously intended nor entirely unintended, that has the consequence of punishing the “undeserving.”     

Sexual Misgivings: Producing Un/Marked Knowledge in Neoliberal Marriage Promotion Policies

This article draws on what Brekhus has called “the sociology of the unmarked” to illuminate the construction of knowledge in the debate over heterosexual marriage's significance in society. It conducts a qualitative content analysis of archival data written by marriage advocates from 1990 to 2010 and finds that marriage advocates use discourses that incorporate unmarked assumptions concerning heterosexuality and marked knowledge about single motherhood and same‐sex marriage that is linked to neoliberal ideals of individual responsibility and self‐reliant family life. This article uncovers how cultural battles over marriage's significance are connected to a neoliberal discourse of individual responsibility, negotiated through boundary work that marks single motherhood and same‐sex marriage as in need of special consideration.     

Toward the Importance of Nonprofit Brand Equity

Various brand evaluation approaches assess the value and equity of for‐profit brands; accordant approaches for nonprofit brands, however, have been limited, and there is disagreement on what makes up a strong brand in the nonprofit sector. In response, this article provides insights into the conceptualization and operationalization of stakeholder‐based nonprofit brand equity and derives an initial measurement index. We conceptualize nonprofit brand equity as having three dimensions—nonprofit brand awareness, nonprofit brand trust, and nonprofit brand commitment—thereby empirically investigating trust in nonprofit brand equity building for the first time. The methodological procedure for building the index is based on partial least squares path modeling, and we draw on a sample of forty brands (N = 3,617 brand evaluations) identified as some of the best‐known nonprofit brands in Germany. Applying the index yields some of the strongest German nonprofit brands; for example, German Red Cross has by far the highest value of brand equity, followed by Aktion Mensch and UNICEF. The nonprofit brand equity index provides the basis for nonprofit managers to compare their brands’ performance over time and develop accordant branding strategies; it can be also used by organizations from other countries.     

Affective virtuosity: Challenges for governance feminism in the context of the economic crisis

This article explores the possibilities and constraints for feminist knowledge production and diffusion, and its influence over policy making and public debate in the context of austerity and neoliberal governance. By analysing the process in which a group of Finnish academic feminists used their expert position to influence government policy in 2015–2017, the article illustrates the strategies they adopted to engage in political debates and how they negotiated the new political landscape. The research material was derived from two years of action research and participant observation and is considered through the theoretical lens of governance feminism. The article makes a distinctive contribution to extant theories of governance feminism, by drawing upon theories of affects and ambivalence as a complement to governance feminism's focus on discourses and co‐optation. We coin the term affective virtuosity to highlight the importance of affect in feminist knowledge production and diffusion, and in shaping the various perspectives available to feminist scholars in encounters with politicians and policymakers.     

The Political Economy of “Food Security” and Trade: Uneven and Combined Dependency

This article critiques the notion of food security through trade promoted by suprastate organizations like the United Nations Food and Agriculture Organization, the World Bank, and the World Trade Organization. We use and refine the food‐regime perspective to contest this unwritten rule of the neoliberal food regime. Rather than “mutual dependency” in food between “North” and “South,” as argued by Philip McMichael, however, we show that food dependency has been stronger on basic foods in developing countries, while advanced capitalist countries' dependency has been mostly on luxury foods. Also, the more that developing countries become dependent on food imports and exports, the more they will be importing the “world food price” for the relevant commodities. Food‐price inflation will more adversely affect their working classes, which spend larger shares of their household budgets on food. Our empirical focus is on food dependency in emerging nations—Brazil, China, India, Mexico, and Turkey—in comparison with long‐standing agricultural exporting powerhouses, the United States and Canada. Using longitudinal data from FAOSTAT, we show that food security in the neoliberal food regime can best be characterized as “uneven and combined dependency.”     

Ethnic Community and Ethnic Boundaries in a “Sauce‐Scented Neighborhood”1

This article investigates the problem of ethnic boundary making in a changing context. Our case is Boston’s North End, a historically Italian neighborhood undergoing changes to its social and physical environment, making the ethnic definition of neighborhood identity and belonging more difficult though not less salient. Consequently, participants in the workings of the neighborhood—residents, business owners, politicians—face challenges of both boundary placement (who is Italian and who is not?), as well as cultural content (what does it mean to be “Italian”?). Rather than viewing Italian ethnicity as simply weakening over time, we argue that the North End shows ethnicity is in a stage of category divergence, where the still‐dominant ethnic identity is juxtaposed not against another ethnic out‐group, but at various times against boundaries of class and race, commercial and community values, even city political boundaries. Drawing on ethnographic research and in‐depth interviews, we describe three group identity frames that illustrate these processes and reveal how Italian ethnicity continues to animate discourse and action in the neighborhood.