Duffy, Brooke Erin, and Jefferson D. Pooley. 2017. “‘Facebook for Academics’: The Convergence of Self-Branding and Social Media Logic on Academia.Edu.” Social Media + Society 3 (1): 205630511769652.

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Created date

May 2, 2018

Critical Commentary

Angela Okune: This 2017 paper by Brooke Erin Duffy and Jefferson Pooley looks at branding of academics and why Academia.edu has had astonishing uptake. The author argues that Academia.edu reflects and amplifies the self-branding imperatives that many academics experience. The paper highlights the site’s business model and its social affordances. Important piece to think about rhetorical ideals of "sharing" and how that has been taken up / leveraged by corporate entities.