The Transforming Presentation of the Contemporary Self: Persona, branding and the curation/correlation of identity into digital forms of communication

Philip David Marshall, Nicholas Qyll

Research output: Other contribution to conferenceAbstractpeer-review


A great deal of recent research has dealt with the transformation of identity and presentation of the self that has developed from the wider presence, naturalization and normalization of digital culture and communication. Much of this work connects strongly to what has emerged as persona studies over the last decade; but it has to be equally acknowledged that the pandemic of COVID-19 has produced a growing pandemic reconstruction of the public self in contemporary culture.

This paper investigates that this naturalization and normalization of the presentation of the self – a digital persona in both the presentation of “work” identity and what can be called personal or private identity through different and parallel digital reconstructions is producing a new precarity within cultures and interculturally in profoundly complex ways.

Several conceptual forms of categorization are explored in this paper to make sense of the integration of digital reformations of culture and identity. What follows are three categories of contemporary digital persona that are taken from past research studies and are further analysed in this paper:

1. Covidiquette (Marshall 2022) – a normalised ethical co-presence and presence

2. Zoom/Microsoft Teams/Webinars – the transformation of the presentation of the work-self across professions

3. Aspirational Digital Persona Branding – the normalization of the mediatized editing of the self

In many ways, these “curated” and industrially- “correlated” identities of the self – personas – are transforming the conceptualization of influence, cultures, communities and engagement which is producing likely instabilities in the concepts of collectives and formations of what constitutes cultures and individuals in our contemporary world.


ConferenceAustralian & New Zealand Communication Association (ANZCA) Conference 2022
OtherThe conference will run as an inclusive hybrid face-to-face and online event, welcoming emerging, aspiring, and established thinkers interested in interrogating new communication developments, connections, and disruptions that have transpired during the COVID pandemic era.

To keep our in-person attendees safe, conference room capacity limits are in place, masks are highly encouraged, as are COVID-19 RAT tests (prior to arrival), and all conference rooms will be wiped down after each session. Please do not attend if you are feeling ill or experiencing any COVID-19 symptoms. Please isolate immediately and notify the conference staff should you test positive for COVID-19 after arrival.
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Grant Number

  • A541 - 3101 / 77856


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