Delight Springs

Saturday, December 9, 2023

“Brand You”

In the age of online self-promotion and commodification, says Naomi Klein (NOT "Other Naomi"), we create our own doubles and lose or never find our "selves"… and risk losing sight of human possibility beyond mere short-term and short-sighted self-aggrandizement… whatever we can still mean by "self"…

"Branding is a process that requires what the author and psychotherapist Nancy Colier describes as an imperative to "relate to our self in the third person." A commodified self may be rich, but commodification still requires a partitioning, an internal doubling that is inherently alienating. There is you, and then there is Brand You. As much as we might like to believe that these selves can be kept separate, brands are hungry, demanding things, and one self necessarily impacts the other. If countless numbers of us are doubled, all partitioning and performing ourselves, it becomes harder for anyone to know what is real and what and who can be trusted. Which of our opinions are genuine, and which are for show? Which friendships are rooted in love, and which are co-branding collabs? What collaborations don't happen that should because individuals' brands are pitted against one another? What doesn't ever get said, or shared, because it's off-brand?"

Naomi Klein, Doppelganger: A Trip into the Mirror World

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