What Can I Do About My Face? A Critical Feminist Exploration of How Women Relate to Personal Branding
(2015) BUSN49 20151Department of Business Administration
- Abstract
- Purpose: With our study we aim to uncover the gendered nature of personal branding by exploring the phenomenon from women’s perspectives.
Theoretical Framework: Our study draws on theory from scholarly literature on gender in organizations and personal branding as well as on popular personal branding literature.
Methodology: Locating our qualitative research in the interpretive and critical feminist paradigms, our study is based on thirteen in-depth, semi-structured interviews with high-performing working women in Scandinavia, particularly Sweden and Denmark.
Findings: Our findings show that context matters in personal branding. Scandinavian women embrace femininity in their personal branding approach, thereby re-framing personal... (More) - Purpose: With our study we aim to uncover the gendered nature of personal branding by exploring the phenomenon from women’s perspectives.
Theoretical Framework: Our study draws on theory from scholarly literature on gender in organizations and personal branding as well as on popular personal branding literature.
Methodology: Locating our qualitative research in the interpretive and critical feminist paradigms, our study is based on thirteen in-depth, semi-structured interviews with high-performing working women in Scandinavia, particularly Sweden and Denmark.
Findings: Our findings show that context matters in personal branding. Scandinavian women embrace femininity in their personal branding approach, thereby re-framing personal branding in terms of authenticity. Furthermore, women consider their gendered body as an integral part of their personal brand. Overall, personal branding fails to problematize and reinforces rather than solves gendered dilemmas in organizational life. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/5472880
- author
- Plaatsman, Sandra LU and Beischreiber, Luisa LU
- supervisor
- organization
- course
- BUSN49 20151
- year
- 2015
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Personal Branding, Feminism, Gender, Authenticity, Body
- language
- English
- id
- 5472880
- date added to LUP
- 2015-06-22 11:35:15
- date last changed
- 2015-06-22 11:35:15
@misc{5472880, abstract = {{Purpose: With our study we aim to uncover the gendered nature of personal branding by exploring the phenomenon from women’s perspectives. Theoretical Framework: Our study draws on theory from scholarly literature on gender in organizations and personal branding as well as on popular personal branding literature. Methodology: Locating our qualitative research in the interpretive and critical feminist paradigms, our study is based on thirteen in-depth, semi-structured interviews with high-performing working women in Scandinavia, particularly Sweden and Denmark. Findings: Our findings show that context matters in personal branding. Scandinavian women embrace femininity in their personal branding approach, thereby re-framing personal branding in terms of authenticity. Furthermore, women consider their gendered body as an integral part of their personal brand. Overall, personal branding fails to problematize and reinforces rather than solves gendered dilemmas in organizational life.}}, author = {{Plaatsman, Sandra and Beischreiber, Luisa}}, language = {{eng}}, note = {{Student Paper}}, title = {{What Can I Do About My Face? A Critical Feminist Exploration of How Women Relate to Personal Branding}}, year = {{2015}}, }