Neoliberalism Celebrity, Publicity, and Branding in the Social Media Age

Many individuals feel that the introduction of social media has drastically reshaped how humans interact and conduct business. It has given people a new method to communicate and express themselves. Marginalized groups can now freely express their opinions and sentiments without fear of intimidation or segregation. It has enabled people from all walks of life to interact and communicate more freely, simply, and affordably. Although it has more beneficial characteristics, it has also contributed badly to a community’s social development by interfering with social conventions, making it difficult for people to appreciate direct communication, which was previously adored by many.It has created a culture of neoliberalism, and self-expression that completely goes beyond a person’s normal understanding of self-expression. It promotes an individualistic and competitive identity that prioritizes distinct status than a collective approach to people’s day to day social affairs. People are more attracted to an individual, who through the social media, appears to be successful and well accepted by others. Consequently there remains a need for society to acknowledge that social media influences people’s self-expression and neoliberalism.
Media technology, particularly social media platforms promotes neoliberalism in today’s society. Furthermore, social media, through its ability to enhance self-branding, individualism, and micro-interaction, can promote neoliberalism. Apart from it, media technology promotes or hinders construction of self and identity, and whether the identity created is of any significance to an individual’s social life. Finally, it makes clear that social media enables the marginalized groups in the society to air their views and opinions, without feeling neglected by the rest of the population, and some of the negative impacts the platform has on the marginalized groups.
The emergence of new technologies, in particular, social media, has promoted neoliberalism in today’s society. Social media has enabled the neoliberal market to thrive because of its ability to create a micro interactive environment. Through social sites like Facebook and Twitter, more and more individuals and corporations find it easy and affordable to market their products and services. The result is a situation whereby there are rampant floatation and ignorance of corporate regulations. People and companies no longer follow the required advertisement procedures, thereby ignoring basic corporate ethics (Marwick 45). The effect is a reduced corporate taxes because, through micro interactive abilities, it becomes easier to reach a wider population without relying on qualified staff or old media platforms like newspapers and television which require much spending and scrutiny from the federal government. Social media also promotes neoliberalism through its ability to privatize public spaces and platforms. Although social media promotes personal well-being and achievement through entrepreneurial freedom and the free market, it has hampered effective communication because people no longer value the importance of being present in the same space with another party when dialoguing.
In essence, social media has promoted inequality rather than counter it. Through social media, Silicon Valley capitalists have successfully created a status quo that promotes interactions that are measurable, quantifiable, trackable, and more importantly exploitable. It is a critical avenue of free labor, on which most of the social media businesses depend upon (Marwick 62). For example, when people converse or share content through these sites, they are promoting the advertisement capabilities of other businesses without sharing profit, even though they do the biggest share of advertisement for these corporations. The result is a situation whereby there is exploitation of a lot of individuals in the name of social interaction and free market strategy.
Neoliberalism also creates self-governmentality that in the long run damages human interaction rather than promote it. Social media can collectively govern how society thinks, and observs life. For example, people create trends that they assume to benefit or enhance social standings when in the real sense, persons are becoming more and more individualistic. Social media is not only liberating to an individual or a workforce, but it is also a form of self-monitoring that every worker will require to enhance their employability.
Self-branding not only lead to personal fulfillment but also promotes the agenda of neoliberalism. Self-branding promotes neoliberalism by constructing a strategic self-image that must appeal to a particular audience and further this agenda online and offline. It is not about being authentic, but rather being relevant to popular cultures. Because of self-branding, social media instructs individuals to inculcate a self-conscious personality, which in the end promotes individualism and also make people view the advertisement and commercial promotions as high-status values.
Apart from promoting neoliberalism, media technology has also enabled people to create their identity in ways never envisioned before. For instance, many people have learned to accept their sexuality because they meet people who help them feel loved and accepted for who they are (Shapiro 14). To clearly understand the impact of media technology on defining a person’s identity, it is essential to acknowledge social identity theory, which suggests that, naturally, every individual strives to enhance or maintain their self-esteem, or simply put, every individual must strive for a positive self-concept (Shapiro 105). Social media has widened the scope and understanding of self-concept, majorly due to its ability to allow people to access information in all its format and from every part of the globe more easily and faster. As a result, the platform has given people the opportunity to move away from real self-identities, making it a global and open understanding people have of themselves.
In previous generations, media messages and social forces influenced people’s self-identities more positively and far much outweighed the negative aspect of social interactions. The situation is completely different with the current generation. Popular culture now defines and determines people’s roles, thereby leading to people shielding some information that they think is not socially accepted. Social media users no longer express their true self but rather what they think is acceptable to many. Instead, Marwick found out that the continuous use of social media created an online culture where people focus on status and attention (45). For instance, social networking platforms like Facebook and Twitter has given people the opportunity to share what they do inaccurately, their location, and even age , to receive gratification, acceptance or recognition (Shapiro 126). The trend can be related to the social networking theory, whereby people who are close to each other tend to share certain characteristics like dress code or way of thinking. The difference is in the reality of the connection. While previous trends allowed for true connection, social media sites promote elusive connectivity, based on the desire to impress and gain recognition, whatever the cost.
Apart from the negative impact of social media, there are positive attributes directly associated with social media. With the emergence of social media, marginalized groups can now express their feelings freely and without restriction or fear of intimidation or mass retaliation as a method of gender conformity (Shapiro 78). The platform now gives these marginalized group a better way of connecting to the rest of the world. In the recent years, community members have been able to see a lot of these groups emerge. For example, before the introduction of social media platforms, a lot of people never knew of transsexual or transgender groups. They were not accepted by the society, and the popular media houses and platforms, such as magazines and televisions never told their stories. But with the emergence of social networking platforms, these individuals are now more vocal and accepted worldwide. The platform has opened doors for them in ways never imagined before, like the ability to access hospitals that can successfully transform their gender. African Americans and other minority races in the United States have effectively used social media platforms to fight for their rights (Patton, et al. 315). Through these sites, it is much easier for these groups to mobilize people towards a certain course. While mainstream media such as television and newspaper might neglect to tell their stories, for fear of losing credibility or market, social media sites offer no such backlash.
But the social media platforms also pose a real danger to these marginalized groups. A lot of people use the sites to bully and abuse the marginalized groups. Because the sites offer micro interactive environments, it is easy to target such groups. There are higher chances today that a person that identifies himself or herself as transgender or gay is more likely to receive direct abuse through these sites. A perfect example is the story of Lizzie Velasquez, who was the subject of social media abuse because of her rear medical condition. There are numerous cases where people commit suicide due to the abuse they get on social media platforms, a worrying trend that stems directly from the ability of these platforms to offer a micro interactive environment for people utilizing them.
Overall, that traditional face-to-face interactions has been hampered with because people can easily communicate with their friends and family through social media People no longer rely on popular media such as television and newspaper for information. Social media platforms offer more accessible, cheap, and faster means of communication. Because of its micro interactive capabilities, it has created a neoliberalism system in all spheres of people’s lives. Socially, people are more inclined to popular culture than individual identity. People strive to create identities that are more acceptable to the general public, rather than what suits them best. The platform also advocates for inequality rather than fight against it. Corporations heavily rely on the platform for free labor, which users cannot directly notify. Apart from the negative aspects of social media platforms, a lot of people have been able to use it positively to their advantage. The platform has widely opened doors for marginalized groups in the society to freely and promptly communicate and air their grievances. Consequently, it remains important that police handle their tasks with the utmost profession for the essence of providing the community the security it needs.

Works Cited
Marwick, Alice. Status Update: Celebrity, Publicity, and Branding in the Social Media Age.
Yale University Press, 2013.
Patton, Desmond Upton, et al. “Police took my Homie I Dedicate My Life 2 His Revenge”:
Twitter Tensions between Gang-Involved Youth and Police in Chicago.” Journal of Human Behaviour in the Social Environment vol. 26, no. 3-4, 2016, pp. 310-324.
Shapiro, Eve. Gender Circuits: Bodies and Identities in a Technological Age. Routledge, 2010.

Deadline is approaching?

Wait no more. Let us write you an essay from scratch

Receive Paper In 3 Hours
Calculate the Price
275 words
First order 10%
Total Price:
$10.99 $35.97
Calculating ellipsis
Hire an expert
This discount is valid only for orders of new customer and with the total more than 25$
This sample could have been used by your fellow student... Get your own unique essay on any topic and submit it by the deadline.

Find Out the Cost of Your Paper

Get Price