推广的偶像:社交媒体时代自我品牌的胜利

B. Duffy, J. Pooley
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引用次数: 6

摘要

YouTube明星、Instagram网红和其他社交媒体名人在大众心目中的地位都有所提升。这项正在进行的工作将数字名声的价值化置于社会历史背景下,引用了批判理论家利奥·洛温塔尔[20]的“大众偶像”框架。通过对二战前几十年杂志传记内容的研究,洛温塔尔发现,成功的文化典范发生了显著转变:从白手起家的企业家、政治家和其他“生产偶像”,到电影和体育明星,即“消费偶像”。作为洛温塔尔分析的延伸,我们研究了当代杂志的传记(《人物与时代》)和自写的社交媒体传记(在Instagram和Twitter上)。基于对杂志内容和社交媒体简介的初步分析——包括向自我创作的关键转变——我们概述了新一代我们称之为“推广偶像”的人。我们认为,这些数字化的网络公众人物跨越了生产和消费领域,他们努力创造和展示一个独特的自我品牌。我们确定了在社交媒体时代塑造偶像叙事的三个关键隐喻:(1)跨越行业界限的自我企业精神;(2)任人唯贤的承诺;(3)呼吁真实地表达自己。在研究了这些比喻之后,我们总结了它们的意识形态功能:我们认为,这种介导的英雄崇拜,反映了在不稳定的经济中对工作个性化的更大焦虑。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Idols of Promotion: The Triumph of Self-Branding in the Social Media Age
YouTube stars, Instagram influencers, and other social media personalities have achieved an elevated status in the popular imagination. This work-in-progress situates the valourization of digital fame in a socio-historical context, invoking critical theorist Leo Lowenthal's [20] "mass idols" framework. Examining the content of magazine biographies in the decades preceding World War II, Lowenthal identified a marked shift in cultural exemplars of success: from self-made entrepreneurs, politicians, and other "Idols of Production"---to the stars of cinema and sports, "Idols of Consumption." As an extension of Lowenthal's analysis, we examine contemporary magazine biographies (in People and Time) and self-authored social media bios (on Instagram and Twitter). Based on a preliminary analysis of the magazine content and social-media profiles---including the crucial shift to self-authorship---we outline a new generation of what we call "Idols of Promotion." These digitally networked public figures, we argue, straddle the realms of production and consumption as they labor to create and project a distinctive self-brand. We identify three key tropes that shape narrativizations of idols in the social media age: (1) a spirit of self-enterprise that crosses industry boundaries; (2) a promise of meritocracy; and (3) a call to express oneself authentically. After examining these tropes, we conclude with an examination of their ideological function: such mediated hero-worship, we contend, indexes larger anxieties about the individualization of work amidst a precarious economy.
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