SCIENTIST – CELEBRITY OR EXPERT? NEW MEDIA AS A TOOL FOR BUILDING A SCIENTISTS’ PERSONAL BRAND
SCIENTIST – CELEBRITY OR EXPERT? NEW MEDIA AS A TOOL FOR BUILDING A SCIENTISTS’ PERSONAL BRAND
Author(s): Andrzej AdamskiSubject(s): Media studies, School education, Social development, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: blogs; marketing; mediatization; personal brand; prestige; science; scientist; university;
Summary/Abstract: In the opinion of M. Molęda-Zdziech “the modern scientists may choose either to disappear from the public sphere and move to their cabinets, and therefore, they will lose the influence on the surrounding world, or to adjust to the rules of the media game and take part in the media spectacle”. But, scientists are often forced to choose: whether to be viewed as an expert or rather as a celebrity? And how they can build their personal brand? The hypothesis of my issue is: Scientists can effectively use the Internet and new media in building their position in the society and in intellectual discourse. I am going to analyse and show (on selected examples – case studies) how to do it.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 398-409
- Page Count: 12
- Language: English
