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Informationen zum Autor DEMETRA GARBASEVSCHI is a brand communication consultant with a background in advertising, an Associate Lecturer at the National University of Political Studies and Public Administration in Bucharest, Romania, and an academic realism trained painter, a self-multiplicity which justifies in itself the author's motivation for the exploration of self-identity. Inhaltsverzeichnis Introduction: A Moment in Time and Our Self-Identity Dilemma 1 Chapter Overview 9 References 11 1 Identity and the Value of Self-Commodification 13 1.1 "It's Complicated" 13 1.2 The Identity of Identity 14 1.3 The Logic of Self-Commodification 23 1.4 A Brief History of Online Identity 36 1.5 Identity Through-the-Line 47 References 47 2 The Datafied Identity and Latent Self-Commodification 53 2.1 The Internet of Us 53 2.2 The Digital Context of Identity Building 55 2.3 The New Nature of Identity 71 2.4 The Identity Economy 79 2.5 Datafied, Commodified 85 References 86 3 The Rise of Assertive Self-Commodification 91 3.1 Two Sides to Every Story 91 3.2 The Self as a Branded Commodity 92 3.3 The Business of Running the Self 111 3.4 Self-Branding, Influencership, and Authenticity 123 3.5 The Transformative Power of Personal Branding 126 References 127 4 Researching Online Identity 134 4.1 Lessons From an Unexpected Social Experiment 134 4.2 Why Investigate? 138 4.3 From Zero to Theory: A Grounded Theory Approach 149 4.4 Quantifying Online Identity 158 4.5 As Long as We Know ... 173 References 174 Conclusion: Managing Infoselves 179 References 185 Index 186
