Businesswoman in Social Media: a Post-feminism Strategy of Self-branding

This study is devoted to the analysis of personal profiles of Russian businesswomen in social networks in order to identify and classify the main features of self-branding strategies used in Russia. Despite the fact that today there are a number of studies dedicated to determining the characteristics of post-feminism, identifying strategies for self-branding on social media platforms and analysis of the post-feminist image of women in mass culture, there is a lack of structured information about women's self-branding strategies in the era of post-feminism. The paper covers this question for the first time. This study was carried out within the framework of a qualitative strategy – netnography (Ethnography of the Internet). We have formulated and categorized the main features of three different women's self-representations in social networks (traditional, feminist and postfeminist), and describes the key features of postfeminist strategy of self-branding among Russian businesswomen. The structure of the study is based on its goals and objectives and consists of an introduction, two chapters, conclusion, references, list of used Internet resources and three annexes.