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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 24, January-June 2017


Lucía Caro Castaño. Universidad de Cádiz
Title Social Networking Sites and Self-Promotional Culture. Notes for a Theory of the Mosaic Identity Summary This exploratory work theorizes about how social networking sites favor, as identity technologies, a way of conceiving and presenting individual identity in self-promotional terms. As a result of the normalization of this logic –which is coherent with the late capitalism’ promotional culture–, it is growing the incorporation of self-branding practices in the users's daily communication. Besides, it is increasing the perception of the social profiles as micro-media and the interpretation of the own network as a personal audience. In brief, four main trends in the presentation of identity which are promoted by these web services are identified: a distributed and fragmented conception of the self, where the tiles from mass media become key content to express subjectivity; a tendency to quantify relationships and affections; the perception of being in an unavoidable competition with others; and standardization of the audiovisual presentation of self as a communicative material capable of attracting attention and communicate authenticity. Keywords Identity, social networking sites, self-promotion, advertising, mosaic culture.


doi: https://doi.org/10.31921/doxacom.n24a1


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