Final Project for the Bachelor in Design, Class of 2021.
A dichotomy of human identity: The dehumanization of selfhood on social media VS the humanizing powers of branding. A manual to build and sustain online perceptionThe human species are social species that have relied on perception to survive and thrive throughout history. Since ancient times, we have developed practices such as cave-painting, makeup and the creation of telegraphic symbols, for the purpose of documenting reality and representing beliefs and identify affiliations. This was socially interesting, as it created a shared consensus within specific groups or communities, but as time passed, humans started focusing more and more on pursuing individuality and their own identity, which leads to topics such as “self-branding", "personal branding" and "personal brand".
Today, an increasing amount of people are feeling the urge to migrate their offline presence to the online realm. The rise of technology, in hand with the recent pandemic and the emerging opportunities online platforms bring about, are reshaping self perception and human communication. We are witnessing the surge of new business models that trade in human traits through social networks like Facebook or Instagram, where identity has become a product of consumption. Social media becomes, in a way, dehumanizing. With the help of algorithmic logics, content is orchestrated and delivered on a commercial basis in a race for our attention and time, and may affect users’ way of thinking, feeling and communicating. On the other hand, we live in a world where products and services are given human traits to connect with users on an emotional level through branding. As a consequence, humans and products are blending together, and our ability to communicate and develop genuine identities is deteriorating.
My goal with this project is to create a manual that helps users build up and sustain online perception. Using the humanizing powers of branding against the objectifying effects of social media, I want to provide clarity on the intricacies of human identity and the presentation of selfhood, helping individuals to regain control of who they are.
