Selfie as a Technology of Personal Branding

This study "Selfi as a tool for personal branding" aims to research the phenomenon of Selfie and its application within the framework of building a personal brand. As a result of the study, the most popular and common definitions of the personal brand and selfie were studied in academic practice. The components of the personal brand and its tools are singled out. The Selfie-phenomenon was considered from the point of view of visual communication and as one of the ways of self-presentation in social networks. The study consists of two blocks - theoretical and practical. The practical block is devoted to studying selfie in mass using and among separate groups of people. Among the main results of the study, it can be noted that, despite the popularity of Selfie among users of social networks and the main function of Selfie - self-presentation, most people publish Selfie without realizing the construction of a certain image. Usually for people it's like a photo album, where they preserve the most vivid and pleasant moments of their life. However, people engaged in building their image in social networks, widely use the Selfie tool as a way of broadcasting their image, i.e. they make selfie purposefully and adhere to certain criteria when choosing a photograph.