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• W4381740635 abstract "The primary goal of personal branding is to facilitate the network-building necessary for professional recognition. The secondary is to help achieve the visibility required to turn one’s performance into success. Personal branding is closely linked to professional roles and, although multidisciplinary in its methodology, is based on the skills and characteristics already possessed by the individual. However, it does not extend beyond professional roles. In order to gain the visibility necessary to achieve individual career goals, it is not sufficient to only know personal characteristics, it is also essential to map the context that shapes the audience and the audience's expectations. The picture emerging from the analysis of the interviews suggests that it is necessary to more broadly interpret our knowledge of the audience and of the context – contrary to what traditional personal branding literature recommends. Similarly, it is also not enough to only know the rules, norms, customs and culture of an industry or a particular organisation when mapping the context. The socio-psychological context may present specific dilemmas and difficulties for individuals seeking to succeed and assert themselves. One such example is the negative attitude towards success and competition that is prominent in Hungarian society. As a consequence, the different strategies aimed at achieving visibility, success or recognition are also perceived as rather controversial. This gives ground to the concern that the use of these strategies may lead to the individual’s negative perception. This creates a paradoxical situation: in order to succeed, one needs to be part of networks to make one's performance visible for others, however, doing so can also lead to the opposite - the disapproval of others. After the interviews had been conducted, a second phase of the research was added. This allowed us to reconstruct how respondents perceive the process leading from obscurity to visibility, which, if withstanding the fierce fire of competition, leads to success and recognition. At the end of this road the individual, strengthened by the awareness of authenticity, can consider himself as authentic and self-aware, and this becomes a force keeping them in the market. My results, however, not only revealed the personal, individual features of this process, but it also draws attention to the cultural context of success in Hungarian society, which saturates the pursuit of success with ambivalence." @default.
• W4381740635 created "2023-06-24" @default.
• W4381740635 creator A5022606286 @default.
• W4381740635 date "2023-06-23" @default.
• W4381740635 modified "2023-09-26" @default.
• W4381740635 title "A személyes márkaépítés szociológiája és szociálpszichológiája" @default.
• W4381740635 doi "https://doi.org/10.15476/elte.2022.062" @default.
• W4381740635 hasPublicationYear "2023" @default.
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