Coworkers as their own brand: Redefining Coworker’s Communicative Co-Creation in Times of Social Singularity

This dissertation project explores the interplay and dynamics between coworkers' self-branding and organizational communication, with a specific emphasis on redefining the coworkers’ communicative co-creation of the organization.

Against the backdrop of the societal shift towards singularity among individuals and the simultaneous trend towards greater participation and inclusion within organizations, this thesis project analyses the resulting field of tension between organizations and coworkers. Central to this exploration is an analysis of power dynamics that extend beyond organizational boundaries, influencing both coworkers' and organizations' strategic communication.