From last year in Poets & Writers, now online:
It should be said that writers have always been keen self-promoters, as Tony Perrottet pointed out in a New York Times article: In 440 BCE, Herodotus shilled his Histories to wealthy patrons at the Olympics. In 1887, Guy de Maupassant flew a hot-air balloon featuring the name of his latest short story. Walt Whitman wrote anonymous reviews of his work, declaring, “An American bard at last!”
But at the end of the twentieth century something changed, something deep. In an influential article titled “The Brand Called You,” published by Fast Company in 1997, Tom Peters admonished not just corporations, not just celebrities, but everyone to think of themselves as a brand, to promote themselves as a brand, and to see life and work as an endless branding opportunity.
This has come to pass. Today, it’s accepted that anyone with a pulse and a keyboard can and should promote anything that comes to mind. As a result, most of us are drowning in a promotional tsunami. It can feel like a crushing weight, like social media has become a giant pyramid scheme in which we are all selling some idea of ourselves, even as we struggle to believe our own marketing.