Personal Branding in the Influencer Economy

After completing the course, the students will be able to:

• understand the central concepts of personal branding, identity, platforms, and influencers
• identify central characteristics, actors and platforms of the influencer economy
• analyse personal branding as a communication practice and self-commodification
• understand interactions between individual social media users and their networks, as well as organizational actors such commercial sponsors and media agencies
• analyse the social capital harnessed by influencers
• describe the central ethical challenges and labor issues of social media and influencer work, and discuss influencers’ role in facilitating un/sustainable production and consumption practices (SDG8, SDG12)

According to the teacher’s instructions.

Compulsory in the study module "Branding in Global Media Scapes".

Right to Participate: Exchange Students