Communicative and linguistic trends in Elon Musk’s personal branding (based on Twitter publications in 2020)

2021 ◽  
pp. 7-22
Author(s):  
N. V. Davydovska
Keyword(s):  
Popular Culture ◽  
High Resistance ◽  
Common People ◽  
Informative Advertising ◽  
Brand Building ◽  
Personal Brand ◽  
Twitter Account ◽  
Saving Face ◽  
Personal Branding ◽  
Space Colonization

This research is dedicated to the study of the main communicative trends and linguistic specificities of Elon Musk’s personal branding. The paper analyses over 500 Tweets posted by Elon Musk in his personal Twitter account throughout 2020 and classifies them into 7 categories according to their communicative aim with regard to brand-building. According to the results of the analysis, informative, advertising, self-promotion, provocative, entertaining, bonding and saving face Tweets were singled out. We examined each group separately, tracing their influence on building, maintaining or boosting Elon Musk’s personal brand, as well as on countering threats to its status. The study analyses the most representative examples of each group and explains their role in Elon Musk’s personal branding. As part of the present research, we studied linguistic devices employed by Elon Musk within the brand-building effort and concluded that irony, codeswitching, quoting, play on words, slogans, slang abbreviations / netspeak and extralinguistic signs are the main linguistic trends of his personal branding. The research proves that Elon Musk’s personal brand is consistent, competitive and shows high resistance to the attacks of adversaries on its status and to various challenges that could undermine its authority. The paper traces how Elon Musk uses his Twitter account to present himself as a visionary for space colonization and robotization, a member of geek and meme communities, to reinforce his image of bold, charismatic and influential businessman, who appreciates real talent and does not distance himself from common people and popular culture. The study reveals Twitter to be a powerful branding source, as it has wide outreach, real-world repercussions and global significance.

scholarly journals “Kang Pisang”: Personal Branding of the Jokowi’s Youngest Son in the Microblogging Media

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Marshelia Gloria Narida
Keyword(s):  
Social Media ◽  
The Public ◽  
Brand Building ◽  
Public Figures ◽  
Personal Brand ◽  
Good Will ◽  
Twitter Account ◽  
Personal Branding ◽  
High Level

Awareness in using the technology for building a self brand through personal branding can appear in anyone, whether from the public figures, nor from the society in general. The youngest son of Presiden Joko Widodo (Jokowi), Kae Sang Pangareb (Kae Sang) is known as an person who has a high level of awareness on her social media.  This study examines trends in shaping the content of microblogging as a personal branding of Kae Sang. Studies conducted on the accounts twitter Kae Sang (@kaesangp) by looking at twitter account contents and personal branding process through microblogging. According to personal brand buildings theory by Peter Montoya, this research take 8 personal brand building category, specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and good will. It can be conveyed that the personal branding of Kae Sang on twitter complies with the criteria of the forming of personal brandingKeyword : Personal Branding; Microblogging; Twitter 

COMMUNICATIVE AND LINGUISTIC DEVICES USED IN ELON MUSK’S PERSONAL BRANDING (BASED ON TWITTER AND ONLINE PUBLICATIONS)

2021 ◽  
pp. 55-65
Author(s):  
N. V. Davydovska
Keyword(s):  
Real Life ◽  
Securities And Exchange Commission ◽  
Short Sellers ◽  
Brand Building ◽  
Personal Brand ◽  
Legal Challenges ◽  
The Us ◽  
Twitter Analysis ◽  
Personal Branding ◽  
Positive Effect

This research is dedicated to the study of Elon Musk’s personal brand. Communicative and linguistic devices used by Elon Musk to build, maintain and boost his personal brand, as well as to counter threats to its status, were analyzed on the basis of Twitter and online publications within the framework of the present research. The study traced the conflict between Elon Musk and short sellers with the participation of the US Securities and Exchange Commission and proved that regardless of the financial losses and legal challenges the businessman faced, the reaction of Elon Musk’s followers was mostly positive due to the effective brand-building techniques employed by Elon Musk. The conducted Twitter analysis dealt with both Elon Musk’s personal publications and the responses of his followers, and found that the main linguistic and communicative devices of Elon Musk’s personal branding were provocative tweets, popular culture references, connotatively charged notions, irony, allusions, acronyms and wordplay. As part of the present research, we studied how the linguistic phenomenon shaped reality, as Elon Musk took a literary technique and used it as a real-life enhancement of his personal brand. According to the results of the research, these devices were aimed at reinstating the credibility and authority of Elon Musk’s personal brand, attracting the attention of the followers, winning their support and counterattacking the opponents in order to re-establish a powerful personal brand. The research proves that these devices found positive response among Elon’s followers and had a positive effect on his brand attracting attention and boosting popularity and recognizability of Elon Musk’s personal brand.

Between High Culture and Low Culture; and also The Difference Between Popular Culture and Folk Culture

2019 ◽  
Vol 7 (8) ◽  
pp. 12
Author(s):  
Kunal Debnath
Keyword(s):  
Popular Culture ◽  
Folk Culture ◽  
Common People ◽  
High Culture ◽  
The World ◽  
The Common ◽  
The Difference ◽  
Low Culture

High culture is a collection of ideologies, beliefs, thoughts, trends, practices and works-- intellectual or creative-- that is intended for refined, cultured and educated elite people. Low culture is the culture of the common people and the mass. Popular culture is something that is always, most importantly, related to everyday average people and their experiences of the world; it is urban, changing and consumeristic in nature. Folk culture is the culture of preindustrial (premarket, precommodity) communities.

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110302
Author(s):  
Nor Hasliza Md Saad ◽  
Zulnaidi Yaacob
Keyword(s):  
Social Media ◽  
Building Blocks ◽  
Media Content ◽  
Fashion Industry ◽  
Personal Brand ◽  
Branding Strategies ◽  
Social Media Presence ◽  
Personal Branding ◽  
The Masses

Social media is a new platform for CEOs to build their image and create a strong personal brand to represent themselves and their company. This research examines an outstanding Malaysian fashion icon and social media–savvy businesswoman with over a million followers on Instagram, Vivy Yusof, the youngest Malaysian e-commerce mogul and an example of a successful CEO who has used personal branding to build an empire in the fashion industry. The objectives of this research are to identify the type of messages Vivy Yusof communicates to her audience through her personal Instagram posts and to identify the ways Vivy Yusof’s audience engages with her posts on Instagram. Her Instagram post content is classified using the Honeycomb framework that comprises seven functional building blocks, namely, presence, relationships, reputation, groups, identity, conversations, and sharing. In this study, the content of Vivy Yusof’s Instagram posts is categorized by how she focuses on the various functional building blocks in her posts and the implications these blocks have on how her audience interacts with the posts. Her social media presence confirms the importance of CEO personal branding because of her role and influence on the masses evidenced by the willingness of her followers to interact (through likes and comments) and engage with her posts on any subject matter, relating either to her business or personal life. The study contributes to a growing body of literature on personal branding strategies by shedding light on the association between content strategies and engagement with social media content.

‘Cool', Brands and ‘Cool' Brands

2019 ◽  
pp. 123-138
Author(s):  
Harsh V. Verma
Keyword(s):  
Popular Culture ◽  
Coping Mechanism ◽  
Brand Building ◽  
Counter Culture ◽  
Precious Resource

The term ‘cool' is widely used expression in popular culture. This word is prefixed liberally with anything including people, behavior, place and brands. Notwithstanding ambiguity about what it stands there is complete clarity that it certainly adds value. ‘Cool' in this perspective is precious resource which can be used in brand building. The authors' exploration into its genesis and meaning revealed interesting insights. The concept of ‘cool' finds mention in theological discourses of religions including Buddhism, Hinduism and Stoicism. However the modern ‘cool' originated during the time of slavery a coping mechanism of slaves which later drifted into popular mainstream as counter-culture with shades of rebellion. This study found four perspectives of ‘cool' as composure, paradox, good, and cheeky. These use these strands of ‘cool' are evident branding efforts of various companies that target the youth market.

The Use of Geomarketing to Promote Personal Branding

2017 ◽  
pp. 173-185 ◽  
Author(s):  
Gersón Beltrán López
Keyword(s):  
Physical Space ◽  
Appropriate Use ◽  
Personal Brand ◽  
Personal Branding

This document aims to show how teachers can make their mark in the territory through the appropriate use of their personal brand and geomarketing techniques, with the example of the author, and how this methodology can be transferred to students in their connection with the professional world. It is a process of structuring and decentralization of personal branding in the territory, linking physical space with online space and where geography acquires a new integral dimension through SoLoMo methodology (Social, Local, and Mobile).

Brand Journalism and Personal Branding in Academia

2017 ◽  
pp. 96-108
Author(s):  
Hada M. Sánchez Gonzales
Keyword(s):  
Personal Brand ◽  
Personal Branding ◽  
Narrative Techniques ◽  
Brand Journalism ◽  
The University

The book chapter seeks to highlight the importance of brand journalism and personal branding within the university context. First, the focus is on determining how universities are adapting to the changing needs of their audience by utilising new narrative techniques. Second, we must determine whether brand journalism in turn allows for the construction of personal branding. If so, we would like to know whether teachers coming from the Schools of Communication / Information of universities in Spain have created their personal brands, in addition to what criteria and tools had to be taken into consideration for its creation. In conclusion, a lack of progress in regards to the development of a personal brand as well as personal branding in academia is observed.

Personal Branding Empirical Testing Of The Criteria For An Authentic Personal Brand

2017 ◽  
Author(s):  
Adele Potgieter ◽  
◽  
Marianne Doubell ◽  
HB Klopper ◽  
◽  
...  
Keyword(s):  
Empirical Testing ◽  
Personal Brand ◽  
Personal Branding

scholarly journals The True or the Idealized Self: How CEOs Build Their Personal Brands?

2021 ◽  
Vol 29 (1) ◽  
pp. 39-60
Author(s):  
Anna M. Górska ◽  
Keyword(s):  
Theoretical Model ◽  
Empirical Investigation ◽  
Target Audience ◽  
Structured Interviews ◽  
True Self ◽  
Personal Brand ◽  
The Media ◽  
Research Gap ◽  
The Subject ◽  
Personal Branding

Purpose: This study aims to empirically present the process of personal branding of CEOs. Building on the theoretical model proposed by Wojtaszczyk and Maszewski (2014), the study illustrates how CEOs build their personal brands. Methodology: The study is based on twelve semi-structured interviews with the CEOs of Poland’s strongest brands. Results were coded and analyzed with the use of MAXQDA software. Results: The research allowed us to understand the process of creating a personal brand by CEOs. Moreover, interviews revealed that the personal brand reflects the true self of CEOs. However, it is also adjusted to the target audience; consequently, CEOs show diverse identities to the outside world. Implications: Through the empirical investigation of the branding process, the findings fill a certain research gap. Insights gained in the process may prove useful for practitioners. Originality/value: The article explores the subject of the personal brand, which continues to be the focus of many researchers, particularly in the CEE region. This research gave voice to CEOs, who explained how they build their personal brand and shared detailed information whose scope greatly exceeds what they present in the media.

Sign in / Sign up

Export Citation Format

Share Document