Being and the Screen: An Ontological Reflection on Personal Marketing in the Digital Age

Abstract

This research offers a philosophical, specifically ontological, perspective on how the construction of digital personal branding impacts the authenticity of the self. This is a topic that has been scarcely studied and explored compared to traditionally technical or marketing-focused approaches. The core issue lies in the paradox of digital authenticity: self-expression tools can foster a dissociation between the real self and the projected on-screen persona. This raises the question of whether the pursuit of online validation compromises the integrity of the self. The justification for this study stems from its critical relevance to mental health, personal development, and ethics, especially for university students whose digital reputations shape their future opportunities—a scenario amplified by the omnipresence of Artificial Intelligence (AI). It is grounded in the premise that digital identity is actively constructed, with AI serving as a predominant transformative force. The methodology employed is qualitative, operating under an interpretative paradigm and a hermeneutic method. This involves a critical literature review and documented reflection, supplemented by the analysis of paradigmatic cases. A key finding is the emergence of critical digital consciousness, which is fundamental for discerning between the authentic self and the screen-constructed identity, and for ethically navigating the algorithmic environment. In conclusion, true mastery in digital personal marketing doesn't lie solely in strategy, but in the unwavering ability to maintain the integrity of the self, preventing the screen from distorting one's self-image without conscious discernment.