Branding Identity*: Facebook, Brands and Self Construction

Branding Identity*: Facebook, Brands and Self Construction

Geraldina Roberti (University of L’Aquila, Italy) and Alberto Marinelli (Sapienza University of Rome, Italy)
DOI: 10.4018/978-1-61350-338-6.ch008
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Such processes seem to be emphasized by Social Network Sites; in this chapter we analyze a sample of posts published on Facebook by fans of successful brands, in order to try and understand if consumption is more related to individuals’ identities and expressions or if it is still connected to the product itself and its qualities. We will try to observe the dynamics of brand appropriation and the mechanisms through which individuals include lovemarks (Roberts, 2006) among the identity resources they use to express themselves and to experiment - with no substantial differences between mediated and face to face relationships - their experience in the world.
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Identity As A Project2

The feeling of insecurity and precariousness which runs through the postmodern age - and which makes it so difficult to schematize - has deep repercussions on the most important social processes, and first of all, on the construction of identities. In fact, the apparently irreversible crisis of the traditional systems of meaning allows individuals to develop new experiences and gives them a lot of freedom in the design of their own life-path; at the same time, though, it deprives subjects of any solid social anchorage and exposes them to instability and uncertainty.

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