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Brand Yourself a Changemaker!
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AI
DOI：10.1177/0276146712465186.png)
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摘要
En 中文
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.
Keyword:
social enterprise
social innovation
self-branding
neoliberalism
governmentality
brands
immaterial labor
macromarketing
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