PERSONA AND THE ACADEMY: MAKING DECISIONS, DISTINCTIONS AND PROFILES IN THE ERA OF PRESENTATIONAL MEDIA

Kim Barbour, P. David Marshall

Abstract


The paper explores the way individuals are partof the prestige economy generated by universities asinstitutions. It explores how the construction of onlineidentities or persona is now an essential activity for theacademic both from the perspective of university value andindividual/career value. Five distinct types of academicpersona are explored primarily through academics workingin digital communication areas and through these cases andexamples this new online communication environment isexplored. The paper concludes that institutions andindividuals need to develop in the most pragmatic sense,online academic persona and ensure that these online 'selfs'are connected with authenticity to the professional work ofthe academic.Index Terms ⎯ persona studies, intercommunication,academic identity, micropublic

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