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.
Brand yourself as a changemaker! / A. Arvidsson, C. Bandinelli. - In: JOURNAL OF MACROMARKETING. - ISSN 0276-1467. - 33:1(2013 Oct 15), pp. 67-71.
Brand yourself as a changemaker!
A. ArvidssonPrimo
;
2013
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.Pubblicazioni consigliate
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