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- Title
The Commodification of Self.
- Authors
Davis, Joseph E.
- Abstract
This article discusses two possible meanings of self-commodification. First is that self-understanding is mediated by the consumption of goods and images. In this sense, self-definition depends on the appropriation of traits of commodities. Second meaning of self-commodification involves the reorganization of personal lives and relationships on the model of market relations. This adaptation is well illustrated by the recent practice of personal branding, a strategy of cultivating a name and image of themselves that we manipulate for economic gain.
- Subjects
COMMERCIAL products; COMMODIFICATION; CONSUMPTION (Economics); SELF-perception; MARKETING strategy; MARKETING
- Publication
Hedgehog Review, 2003, Vol 5, Issue 2, p41
- ISSN
1527-9677
- Publication type
Article