Branding the Teleself is a discourse on the standard history social
scientific study of media effects with the purpose of revealing
changes in how our selves have been reconceived in its study and
how the discourse generated further important changes in the self,
and how our everyday selves shape and are shaped by social,
economic, and political structures. It uncovers a self that has
developed through various stages to become a new self that Ernest
A. Hakanen dubs the teleself, one that knowingly delivers itself to
the media for the sake of the global market place. The teleself is
a brand, and this identity is a product that could be
differentiated to a degree from other products, and the self is
mere packaging that gives the illusion of product differentiation.
This is the illusory power of names and naming.
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