The Construction of Top Managers's Identity in Public Online-Discourse (Based on Marketing Managers in Professional Networking)

Student: Aust Tatyana

Supervisor: Olga Logunova

Educational Programme: Sociology of Public Sphere and Social Communications (Master)

Year of Graduation: 2018

This thesis is dedicated to the ways of construction of top manager's indentity in LinkedIn. We have theoritized the key concepts of the research (identity, communication, self-presentation and dicourse), which led to the conceptual scheme of the research. The analysis is based on both qualitative method of conducting interviews with top managers in marketing industry and content-analysis of their profiles and activity in LinkedIn. This paper resulted in the classification of top manager's ways of self-representing in online discourse and the clarification of the component's set which forms their identity in LinkedIn.

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