AbstractsSociology

The object of this master’s dissertation has been to investigate one-person enterprisers’ (OPE) experiences of conducting both personal identity and brand at social network sites (SNS). The purposes of this research have been to elaborate on sociological theories of brand and identity in a network society context and to present hypotheses on how SNS can be developed to empower all OPEs. Since this field is rather unexplored in sociological research, and because it is the experiences of the OPEs that are the focus of the research, ethnographic methods, i.e. qualitative interviews, were chosen. These interviews were then analysed, primarily through Erving Goffman’s theory of self-presentation, Manuel Castells’s theory of identity, and the sociological concept of life-conduct deriving from Max Weber. The findings provoked both theoretical and empirical conclusions. The theoretical hypothesis is that Castells’s and Goffman’s respective theories should be used as back and front end interpretations of everyday life conduct. The empiric hypothesis provoked is that some OPEs have a strategic (as opposed to a sincere) approach to SNS. These OPEs are experiencing alienation and anomie. To manage this, SNS need to focus more on tools for social communication and less on methods for making SNS ends in and of themselves.