Keyword – personal brand

Csatári, Flóra Dóra:

Celebrity and Authenticity

Autobiography as a Medium for Shaping Athletes’ Star Image

In the age of social media, when athletes can cultivate their self-brand through continuous online presence, publishing a book-length autobiography may seem like a surprising choice. This study argues, however, that sports autobiography offers a unique opportunity to build a personal brand, control public narratives, and shape enduring forms of celebrity. The analysis is structured around three key dimensions: first, it examines the transformation of the public sphere and media space through the lens of parasocial intimacy. Second, it explores how a narrative that is often edited and mediated can still be perceived as authentic. Finally, it argues that publishing a sports autobiography as a communicative act carries both prestige and permanence, serving as a monument to an athletic career in contrast to the immediacy of social media, while preserving the mystique of stardom.

Keywords: autobiography, celebrity studies, parasocial intimacy, personal brand, sports media

Szász, Veronika Sára:

Personal brand in the context of creative arts

The presentation of the professional self in the virtual space

This study briefly presents the personal branding strategies of emblematic Hungarian creative artists who have gained professional recognition and built up their following before the advent of information technologies. It is based on research related to the discourse on digital identity construction previously discussed in the media studies quarterly Médiakutató and expands it with the specificities of the artistic context.

Keywords: consciousness, creative arts, digital identity, interaction, personal brand, self 2.0, self-brand, social media