Scholarly record
“HOW DO I CONSTRUCT MY IDENTITY AS AN ARTIST?” THE USE OF STORYTELLING IN ARTIST’S ENDEAVOURS DURING A GLOBAL PANDEMIC
Abstract
During the COVID-19 pandemic, the arts played an important role for people while coping during lockdown and other severe social restrictions. This presentation introduces a work in progress, where the researcher conducts a self-observation of herself as an artist by constructing a brand personality through storytelling on social media. Data consisted of weekly YouTube videos during a 20-week period, followed with diary entries and self-reflections and reactions of followers (YouTube, Instagram and Facebook). Each episode had a specific theme where I intertwined stories from my own childhood, background and surroundings, values, and world views with timelapse videos of the creative process of working on a painting (from the beginning to the end). Furthermore, during the period, the total of three art exhibitions were promoted with good results. Primary findings indicate that the videos and the narrative evolved from the traditional documentary style to the sharper, almost TikTok like formats, where the emphasis on the timelapse of the creative process seemed to be the element that the followers preferred (as well as the researcher). The narrative part of the study helped the artist to gain footing in identifying her inner core as an artist; to go straight to the roots and work through her childhood trauma and reconciliation. As previously indicated, this is a work in progress and during this presentation, the audience will get an insight into the narrative and creative process of the artist.
Publication Impact Profile
Publication details
References18
Aaker DA, Equity MB. Capitalizing on the Value of a Brand Name. New York. 1991.
Aaker JL. Dimensions of brand personality. Journal of marketing research. 1997 Aug;34(3):347-56.
Aaker DA, Joachimsthaler E. Brand leadership. Simon and Schuster; 20091 Sep 23.
Belk RW. Extended self in a digital world. Journal of consumer research. 2013 Oct 1;40(3):477-500.
Brassai P. Company, trans., Francis Price. Garden City, NY. 1966;38.
Brooks AK, Anumudu C. Identity development in personal branding instruction: Social narratives and online brand management in a global economy. Adult learning. 2016 Feb;27(1):23-9.
Fournier MA, Moskowitz DS, Zuroff DC. Integrating dispositions, signatures, and the interpersonal domain. Journal of personality and social psychology. 2008 Mar;94(3):531.
Herskovitz S, Crystal M. The essential brand persona: storytelling and branding. Journal of business strategy. 2010 May 4;31(3):21-8.
Keller KL, Lehmann DR. Brands and branding: Research findings and future priorities. Marketing science. 2006 Nov;25(6):740-59.
Kucharska W, Mikolajczak P. Personal branding of artists and art-designers: necessity or desire?. Journal of Product & Brand Management. 2018 May 14;27(3):249-61.
Kubacki K, Croft R. Markets, music and all that jazz. European Journal of Marketing. 2011 May 31;45(5):805-21.
Markusen A, Schrock G. The artistic dividend: Urban artistic specialisation and economic development implications. Urban studies. 2006 Sep;43(10):1661-86.
Martinus H, Chaniago F. Analysis of branding strategy through Instagram with storytelling in creating brand image on proud project. Humaniora. 2017 Oct 19;8(3):201-10.
Muniz KM, Marchetti RZ. Brand personality dimensions in the Brazilian context. BAR-Brazilian Administration Review. 2012;9:168-88.
Schroeder RG, Linderman K, Zhang D. Evolution of quality: first fifty issues of production and operations management. Production and Operations Management. 2005 Dec;14(4):468-81.
Scolere L, Pruchniewska U, Duffy BE. Constructing the platform-specific selfbrand: The labor of social media promotion. Social Media + Society. 2018 Jul;4(3): 2056305118784768.
Tan T, Ming M. Leveraging on symbolic values and meanings in branding. Journal of brand Management. 2003 Feb 1;10:208-18.
Wong HY, Merrilees B. Multiple roles for branding in international marketing. International Marketing Review. 2007 Jul 24;24(4):384-408.
View or Download full articleAccess options
SWS access login
Login as SWS Scientific CommitteeLogin as SWS Scientific PartnerLogin as SWS AuthorAuthors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.
For librarian assistance: [email protected]
Purchase Instant Access
- Article can be downloaded after successful payment.
- Article may be used according to SWS library access terms.
- Article cannot be redistributed.