Web 2.0 almost completely canceled the online/offline borderline, between the public self and the private self, beginning an obsessive celebration of its self. Thanks to the new public dimension that the person can reach on social networks, anyone can become famous, building a reputation, a personal brand. Today more than ever, the road to popularity seems to be accessible to anyone who is active on some social site. Famous for a few, seems to be the key for the web success. But it is not just a desire for visibility, in many have understood the importance of taking care of their own image and web reputation. All these factors led us to act like brands. Having a personal brand has become a priority. Personal branding on social networks was born as a side of the fact that our lives become public, paginated in a fixed grids and accessible to anyone. It does nothing but enhance our history, our skills, our personal values. Social media has created open and common spaces, where are both consumers and companies. It is important to pay attention of using social platforms, because on the web everything that we shared is public, and visible. Taking care of own web reputation, and own personal brand is important because we are all connected and active in those “common places” created by social platforms like Facebook, Instagram, Twitter and Youtube. This thesis is particularly useful for users who publish web content, which actively participate in the social world, to those users who Forrester Research define: Creators. I analyzed Chiara Ferragni, Clio Makeup, Marco Montemagno and Luis, wich are all creators, but another common point is that they come from the grassroots culture. Following the first part of the thesis, there will be the analysis of four successful Italian personal branding cases implemented by the grassroots creators on social networks. From wich i will extrapolate guidelines that will be useful for users who want to experience this phenomenon, to differentiate their own personal brand within this new vast space born thanks to social media.
Il web 2.0 ha annullato quasi completamente la linea di confine tra vita online e vita offline, tra l’io pubblico e l’io privato dando inizio ad un’ossessiva celebrazione di se stessi. Oggi più che mai la strada verso la popolarità è potenzialmente accessibile a chiunque sia attivo su qualche sito sociale. Famosi per pochi sembra esser la chiave di successo sul web. Ma non si tratta solo di desiderio di visibilità fine a se stesso, in molti hanno capito che curare la propria immagine e reputazione web, porta a benefici lavorativi. Tutti questi fattori hanno portato a comportarci come dei brand. Avere un personal brand capace di definirci ed elevarci è diventata una priorità. Il personal branding sui social network nasce come effetto collaterale del fatto che grazie al web, le nostre vite sono diventate pubbliche, impaginate dentro a griglie fisse e consultabili da chiunque. Non fa altro che valorizzare la nostra storia, le nostre competenze, i nostri valori per creare una buona reputazione. I social media hanno creato degli spazi aperti, comuni, in cui sono presenti, e si confondono tra loro, sia consumatori che aziende. Curare la propria reputazione, il proprio nome, il proprio brand risulta essere di fondamentale importanza in un epoca in cui siamo tutti connessi e attivi in quelle “piazze comuni” create da piattaforme social come Facebook, Instagram, Twitter e Youtube. Questa tesi vuol essere utile in modo particolare a quegli utenti che vengono definiti dalla Forrester Research: i Creatori. I quattro casi studio da me analizzati: Chiara Ferragni, Clio Makeup, Marco Montemagno e Luis, hanno in comune il fatto di essere dei creatori,ma un ulteriore punto in comune è che sono utenti provenienti dal basso, dalla cultura grassroots. A seguire una parte teorica sul contesto e sul fenomeno, ci sarà l’analisi di quattro casi italiani di personal branding di successo. Da queste analisi estrapolerò in fine delle linee guida che potranno essere utili a quegli utenti che vorranno sfruttare il fenomeno del personal branding, per far emergere la propria singolarità all’interno di questo vasto spazio nato sul web grazie ai social media.
IBrand. L'utilizzo grassroots del personal branding sui social network
ACCARDO, ALESSANDRA
2017/2018
Abstract
Web 2.0 almost completely canceled the online/offline borderline, between the public self and the private self, beginning an obsessive celebration of its self. Thanks to the new public dimension that the person can reach on social networks, anyone can become famous, building a reputation, a personal brand. Today more than ever, the road to popularity seems to be accessible to anyone who is active on some social site. Famous for a few, seems to be the key for the web success. But it is not just a desire for visibility, in many have understood the importance of taking care of their own image and web reputation. All these factors led us to act like brands. Having a personal brand has become a priority. Personal branding on social networks was born as a side of the fact that our lives become public, paginated in a fixed grids and accessible to anyone. It does nothing but enhance our history, our skills, our personal values. Social media has created open and common spaces, where are both consumers and companies. It is important to pay attention of using social platforms, because on the web everything that we shared is public, and visible. Taking care of own web reputation, and own personal brand is important because we are all connected and active in those “common places” created by social platforms like Facebook, Instagram, Twitter and Youtube. This thesis is particularly useful for users who publish web content, which actively participate in the social world, to those users who Forrester Research define: Creators. I analyzed Chiara Ferragni, Clio Makeup, Marco Montemagno and Luis, wich are all creators, but another common point is that they come from the grassroots culture. Following the first part of the thesis, there will be the analysis of four successful Italian personal branding cases implemented by the grassroots creators on social networks. From wich i will extrapolate guidelines that will be useful for users who want to experience this phenomenon, to differentiate their own personal brand within this new vast space born thanks to social media.File | Dimensione | Formato | |
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2018_07_Accardo.pdf
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Descrizione: Testo della tesi
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https://hdl.handle.net/10589/142193