Branding the Teleself

Branding the Teleself : Media Effects Discourse and the Changing Self

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Branding the Teleself is a discourse on the standard history social scientific study of media effects with the purpose of revealing changes in how our selves have been reconceived in its study and how the discourse generated further important changes in the self, and how our everyday selves shape and are shaped by social, economic, and political structures. It uncovers a self that has developed through various stages to become a new self that Ernest A. Hakanen dubs the teleself, one that knowingly delivers itself to the media for the sake of the global market place. The teleself is a brand, and this identity is a product that could be differentiated to a degree from other products, and the self is mere packaging that gives the illusion of product differentiation. This is the illusory power of names and naming.
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Product details

  • Hardback | 136 pages
  • 157.48 x 231.14 x 15.24mm | 294.83g
  • Lexington Books
  • Lanham, MD, United States
  • English
  • black & white illustrations
  • 0739117335
  • 9780739117330

About Ernest A. Hakanen

Ernest A. Hakanen is associate professor of communication and director of the culture and communication graduate program at Drexel University.
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Review quote

Hakanen offers a fascinating and innovative account of the self in today's technologically saturated world, and the ways in which our very reflections on media effects contribute to the cultural shift. The resulting portrait of the teleself is scarcely flattering, but if Hakanen's analysis is on target, we are courting illusions that are ultimately enslaving. -- Kenneth J. Gergen, Swarthmore College; author of The Saturated Self
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Table of contents

Chapter 1 My Branded: An Essay on the Teleself Chapter 2 Tools for Analysis: Social Psychology as History, the Social Grid and Kuhn's Influence on Media Effects History Chapter 3 The Passive Self Chapter 4 The Active Self Chapter 5 The Commodified Self Chapter 6 A Turn to the Teleself Chapter 7 Ferment of the Teleself: Releasing the Free Agent
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