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What Can I Do About My Face? A Critical Feminist Exploration of How Women Relate to Personal Branding

Plaatsman, Sandra LU and Beischreiber, Luisa LU (2015) BUSN49 20151
Department 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)
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author
Plaatsman, Sandra LU and Beischreiber, Luisa LU
supervisor
organization
course
BUSN49 20151
year
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},
  keyword      = {Personal Branding,Feminism,Gender,Authenticity,Body},
  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},
}