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Cult of Personalities: The Influence...

Zolides, Andrew.

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Cult of Personalities: The Influence Economy of Digital Culture.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Cult of Personalities: The Influence Economy of Digital Culture./
作者:	Zolides, Andrew.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
面頁冊數:	281 p.
附註:	Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.
Contained By:	Dissertation Abstracts International79-01A(E).
標題:	Communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10621023
ISBN:	9780355172492

Cult of Personalities: The Influence Economy of Digital Culture.
Zolides, Andrew.

Cult of Personalities: The Influence Economy of Digital Culture. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 281 p.

Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.

Thesis (Ph.D.)--The University of Wisconsin - Madison, 2017.

Technological convergence has enabled consumers more freedom in media production but that also extends to the production of identity. The tools of purposefully constructing one's own public persona across a variety of media have expanded, meaning the logics of fame and the celebrity industry have spread to the masses. When everyone is capable of managing themselves as a celebrity, new industries emerge to support and benefit from those activities. Neoliberal economics that encourage freelance, project-based labor and lead to increased precarity for the average worker mean a new reliance upon generating and maintaining valuable networks using these platforms. The result is something this dissertation calls the influence economy, a system wherein self-promotion is encouraged and value is assigned and rewarded based on the ability to create and maintain a desirable audience. In the influence economy, everyone is a potential media personality and thus performs the labor of spreading messages. How this labor is valued and compensated is the focus of this dissertation, as I look to compare the strategies and industrial practices of celebrities, corporations, and activist groups to argue that even when utilizing social media for various end-goals, the logics of the influence economy and the power of individual personalities reign supreme.

ISBN: 9780355172492Subjects--Topical Terms:

524709
Communication.

Cult of Personalities: The Influence Economy of Digital Culture.
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520 $a I draw upon discourse analysis and critical media industry studies approaches to examine the businesses and labor surrounding this influence economy. The growth of ancillary companies devoted to helping people and corporations create meaningful and profitable social media profiles shows an increased focus on this understanding of consumer relations. This of course requires a reflexive and critical eye that does not take industry discourse at face value. By probing into this discourse, both positive and negative, I show how the contemporary social media economy disciplines online behavior and the inherent stakes this has for political action and the limitations on defining oneself.
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