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John L. Dart Library
9 a.m. - 6 p.m.
Phone: (843) 722-7550
West Ashley Library
9 a.m. - 6 p.m.
Phone: (843) 766-6635
Folly Beach Library
9 a.m. - 1 p.m.
Phone: (843) 588-2001
Edgar Allan Poe/Sullivan's Island Library
Closed for renovations
Phone: (843) 883-3914
Wando Mount Pleasant Library
9 a.m. - 6 p.m.
Phone: (843) 805-6888
Village Library
9 a.m. - 6 p.m.
Phone: (843) 884-9741
St. Paul's/Hollywood Library
9 a.m. - 6 p.m.
Phone: (843) 889-3300
Otranto Road Library
9 a.m. - 6 p.m.
Phone: (843) 572-4094
Mt. Pleasant Library
9 a.m. – 6 p.m.
Phone: (843) 849-6161
McClellanville Library
9 a.m. - 1 p.m.
Phone: (843) 887-3699
Keith Summey North Charleston Library
9 a.m. – 6 p.m.
Phone: (843) 744-2489
John's Island Library
9 a.m. - 6 p.m.
Phone: (843) 559-1945
Hurd/St. Andrews Library
9 a.m. - 6 p.m.
Phone: (843) 766-2546
Miss Jane's Building (Edisto Library Temporary Location)
9 a.m. – 3 p.m.
Phone: (843) 869-2355
Dorchester Road Library
9 a.m. - 6 p.m.
Phone: (843) 552-6466
Baxter-Patrick James Island
9 a.m. - 6 p.m.
Phone: (843) 795-6679
Main Library
9 a.m. - 6 p.m.
Phone: (843) 805-6930
Bees Ferry West Ashley Library
9 a.m. - 6 p.m.
Phone: (843) 805-6892
Mobile Library
9 a.m. - 5 p.m.
Phone: (843) 805-6909
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Self-branding strategies of online freelancers on Upwork.
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- Author(s): Blyth, Dorothy Lee; Jarrahi, Mohammad Hossein; Lutz, Christoph; Newlands, Gemma
- Source:
New Media & Society; Jul2024, Vol. 26 Issue 7, p4008-4033, 26p- Subject Terms:
- Source:
- Additional Information
- Abstract: Self-branding is crucial for online freelancers as they must constantly differentiate themselves from competitors on online labor platforms to ensure a viable stream of income. By analyzing 39 interviews with freelancers and clients on the online labor platform Upwork, we identify five key self-branding strategies: boosting a profile, showcasing skills, expanding presence, maintaining relationships with clients, and individualizing brand. These self-branding strategies are contextualized within Goffman's dramaturgical theory and through an affordances lens, showing immanent tensions. While online freelancers successfully leverage self-branding to improve their visibility on Upwork and beyond, the client perspective reveals a fine line between too little and too much self-branding. Online freelancers must brand themselves in visibility games when the game rules are largely opaque, riddled with uncertainty, and constantly evolving. We connect the findings to adjacent platform economy research and derive a self-branding as a performance framework. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of New Media & Society is the property of Sage Publications, Ltd. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Abstract:
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