The cultural logic of celebrity has infiltrated so many occupations that blatant self-promotion is now stock in trade not only for up-and-coming rap stars and actresses, but also for software developers, journalists, and academics. Creating a public presence has become a required part of securing and maintaining a job. Sarah Lacy described this as work: “When people are buying your book and the base of fans is making you a brand, I think there’s your responsibility to give back to that … it’s very draining, but that’s kind of the fun part of it.” Similarly, some social media firms will not hire people without blogs or Face-book profiles, which become signs of cultural participation.

Alice E. Marwick, Status Update, loc. 406