Л.С. Бурлаченко

THE CONSTRUCTION OF A PERSONAL BRAND AS PART OF PROFESSIONAL IDENTITY FASHION- AND BEAUTY BLOGGERS

Authors

Л.С. Бурлаченко

Keywords:

personal brand, self-presentation, professional identity, blogosphere, blogging, social networks

Abstract

The article discusses the concepts of personal brand, professional identity, self-construction and translation of self-image in a social network. The aim of the study is a comparative analysis of self-presentation and the creation by bloggers of a personal brand abroad and in Russia. The method of content analysis of self-presentation of the personal brand of beauty and fashion bloggers of the social network Instagram was used, the methodological basis of I. Hoffman's theory of interactionism [2]. As a result, it was revealed that bloggers use visual means (photos / videos) to design and strengthen the image of «I» in the representation of «others», and to expand social interactions, they use the technical capabilities of Instagram - hashtags, user and brand marks. This study fills the gaps in the study of personal brand, professional identity of bloggers as a new professional group of modern society, and also allows to compare the ways of personal presentation of personal brand of foreign and Russian bloggers

THE CONSTRUCTION OF A PERSONAL BRAND AS PART OF PROFESSIONAL IDENTITY FASHION- AND BEAUTY BLOGGERS