User:Snfishma/sandbox

Problems
Self Branding and its Effects

Following the introduction of online dating sites such as okCupid and eHarmony a growing trend of self-branding has sparked to compensate for the rise in connectivity. This developed from the new networked age as defined by Howard Benkler's theory on the networked information economy. Based on Benkler's theory the new networked information economy “has created new opportunities for how we make and exchange information, knowledge and culture” (Benkler 2),. It is from this new ability to be internationally connected by new forms of communication technology that this specific niche of the [online dating service] community came about and flourished. okCupid is a prime example of the effect of this international hyper-connectivity in which we all must brand ourselves in a specific way to get whatever we are looking for in this case, a relationship. It requires users to brand themselves as products that other users would potentially want to buy or more accurately get to know better based on how they market themselves differently than every other individual looking for companionship on the site. Adam Arvidsson perfectly outlines the almost ironic methodology in which we must all separate ourselves from one another but still be undeniably homogenized in behavior, “You need to stand out and be different while remaining compatible with everybody else” (Arvidsson 120). Marwick argues about the effects of self-branding to cope with this need to market ourselves: "Self- branding, the strategic creation of an identity to be promoted and sold to others" (Marwick 166). Branding is typically though of as referring to selling of a product when in this case of online dating it refers to the commoditization of an individual for gaining the attention of another. This poses ethical questions of how one can accurately portray one's entire personality and life experience into a set word limit. Even The Huffington Post suggests the importance of self branding in the modern day "Everyone, whether you recognize it or not, already has a 'personal brand.' Remember, if you don't brand yourself, others will do it for you." Self-branding defines who we are and who we want others to think we are. Linkedin even recognizes the social rules of self-branding and it's importance on online dating in which you must appear professional yet fun. When accredited sources of professionalism publicly recognize a social trend it is obvious that it has fully permeated our culture which is why the problem of self-branding is so relevant to understanding our modern culture of online connectivity and personal detachment. As we all try and homogenize our online presences we lose sight of who we are as individuals rather than who it says we are on our online dating profiles.