Neoliberalism demands that more and more of the working population tolerate a lack of job security, evince flexibility, and revise customary ways of doing things. Workers must be comfortable living off short-term projects secured through whatever means necessary—ceaseless networking and bootlicking, ruthless leveraging of friends and family contacts, spinning a series of half-truths on a résumé—and they must be more or less self-motivated to produce, to regard themselves as creative forces, to generate economic value in every aspect of how they live, instrumentalizing it all.
I absolutely encourage you to read the full article. Identity, brand, social networking…