Brand Yourself a Changemaker!

被引：20

作者：

Bandinelli, Carolina ^{[1
]}

Arvidsson, Adam ^{[2
]}

机构：

[1] Univ London Goldsmiths Coll, Dept Media & Commun, London SE14 6NW, England

[2] Univ Milan, Dept Polit & Social Sci, I-20122 Milan, Italy

来源：

JOURNAL OF MACROMARKETING | 2013年 / 33卷 / 01期

关键词：

social enterprise; social innovation; self-branding; neoliberalism; governmentality; brands; immaterial labor; macromarketing;

D O I：

10.1177/0276146712465186

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：67 / 71

页数：5

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