Bergh, L., et al,. (2017). Social Media, Permanence, and Tattooed Students: The Case for Personal, Personal Branding. Critical Arts, 31(4), 1-17. Carmen Kang

From Digital Culture & Society

Carmen Kang

Article Review: Bergh, L., Jordaan, J., Lombard, E., Naude, L., & Zyl, J. V. (2017). Social Media, Permanence, and Tattooed Students: The Case for Personal, Personal Branding. Critical Arts, 31(4), 1-17.

Personal branding is much more of a broad subject than one may believe. It consists of authenticity, character and stories that one can confidently share that helps to better form these aspects. Appearance is often a leading factor in this sector of branding as it becomes the largest selling factor to an audience. Many look to fashion, especially clothing as a form of creating a brand as it can be ever changing and has the ability to level up. This concept is not necessarily set in stone but can promise potential clients, in this case audiences, the idea of authenticity. However, the stronger the permanence within a brand, the more consistency which can result in a stronger chance of that brand being trusted and followed. A new way of approaching a brand would be a more legitimate form of permanence, in other terms a single tattoo or a series of multiple tattoos.

Bergh et al., (2017), introduce the perspective of students who endorse in personal branding through tattoos. These marks of ink function as methods of storytelling, and a new wave of identification. Students utilize this form of art as a part of their identity and style to form a bit of a brand out of themselves. The ink symbolizes a variety of meanings however, depending on how these students decide to disclose these works online shifts a major aspect of their brand formation. These authors work with a group of South African university students, who share their opinions on the main questions leading this research study.

The first question the participants are to focus on is, social media and how this effects or emphasizes the revealing process of a tattoo. Here students reveal the many truths behind this time and process of sharing with friends and strangers. Part of this section of the article circles the idea of individuals playing in a form of acting, as they respond to these pieces of body art. Individuals often portray their best versions, which ever it may be, on social media to attract new followers and potential friends. Therefore, their reactions may not be as genuine but they typically are enthused. This leads into the next section of the article, which questions the idea of permanence and perspectives concerning this. Authors suggest that this can be a game in which individuals enjoy the process of openly showing their art, whereas other choose to keep it concealed to keep a tighter connection to that personal meaning.

The final question at hand relies on the students thoughts on tattoos as branding, and the objectives that can come with this. From here the concept of youth culture is developed and researched. Supposedly, during this period of time individuals are faced with multiple directions of where the self could go and what will best benefit them. Not in all cases are the best scenarios considered. Often, since teenagers face this phase of rebelling, worst case scenarios are dealt at hand. From this time period of an individual’s life, they are able to either transform their appearance or their attitude, for some both. This is where the idea of permanence is typically introduced. Tattoos benefit young individuals as it pursues their creativity and helps them to translate their wildest ideas onto their body. However, a noted issue is this divide within designs that becomes formulated by individuals. This either states if a design is seemingly authentic or if it seems replicated, and done for the sake of a current trend. Either way, the concept of tattoos is present for individuals to feel content with themselves. The process of ridicule or evaluation can degrade this potential level of content.

A noted strength in this article is the organization of questions, arguments and citations. For example, the introduction clearly lays out the questions that are speculated, and then the questions that will be asked to the participants. It helps to search for quotations, and sections that are deciphered by the questions. The statements and arguments are clearly listed in order of their number in the introduction, and then provide further evidence. Overall, the article possesses a strong format making it a simpler read and further intriguing.

However, there is also a weakness in the article. At almost no point of this piece was there a specific number of participants mentioned. This made the reviewing process and reading process of the article a bit difficult. It also disoriented the work in a way, as the format was organized but the data was not entirely up to par with the level of organization.

This article provides yet another unique form of self expression linking to the concept of personal branding. It separates the process of thought, validity and progression. These steps are not only the steps that the authors analyze to understand this form of permanence, but this is also the process that the participants undergo when undergoing the needle for a tattoo.