Dr. Jonathan Mavroudis' Ph.D. thesis entitled 'Am I too branded? Fame labor and microcelebrity culture' introduces the term ‘fame labor’ which interrogates the emotional work involved in managing dissonance between a branded self on social media and offline identities.
Dr. Mavroudis explains to SBS Greek how social media users negotiate diverse sexualized and aesthetic performances when building personal online brands.
He argues that fame labor both characterizes and transforms identity composition, changing the way people understand themselves and relate to others.
Dr. Jonathan Mavroudis. Source: Supplied
