Branding and the self : Manifestations of violence in narrative encounters
Self-branding is a central practice in the freelance labour market of the digital knowledge economy. Previous research suggests that self-branding is a form of affective and immaterial labour distinct to advanced capitalism (Arvidsson, 2006; Hearn, 2008). Social media offers a platform for celebrity experts to foster a distinct self-image, which can feed into their lifestyle brands (Gandini, 2016)
