Prove tecniche di selfbranding: dal social networking 2.0 all’impegno civico della street-culture

In today’s world both the technology and the market have made it possible to modify the structure of social networks. By carrying out one main goal, transforming personal identities, values and relationships. This has now become a fast growing global phenomenon. In other words it is enhancing the concept of self branding. From Michel Foucault’s discussion on confession device to Eva Illouz’s idea of ontology of emotions, contemporized philosophy and sociology have both questioned the blurring of boundaries between public and private. The new age of Web 2.0 and the cultural movement of relatively small groups have in turn questioned these boundaries. Resulting in groups and individuals investing personal resources in to create new street wear brands with a civic and humanitarian aim, are new and different faces of a singular process; the communication of empowerment of subjects previously condemned by the logic of broadcasting media communication and the mass market. In this way, from a tactile mobility they are shifting towards a new global visibility.

Nello Barile, Prove tecniche di selfbranding: dal social networking 2.0 all’impegno civico della street-culture in "SOCIOLOGIA DEL LAVORO " 108/2007, pp 211-228, DOI: