In a technologically-saturated era where nearly everything can be effortlessly and digitally reproduced, we're all hungry to carve out our own unique personalities, our own bespoke personae, to stand out and be seen.

As the forces of social media and capitalism collide, and individualism becomes more important than ever across a wide array of industries, "branding ourselves" or actively defining our selves for others has become the norm. Yet, this phenomenon is not new. In Self-Made: Creating Our Identities from Da Vinci to the Kardashians (PublicAffairs, 2023), Tara Isabella Burton shows us how we arrived at this moment of fervent personal-branding.

As attitudes towards religion, politics and society evolved, our sense of self did as well, moving from a collective to individual mindset.

Through a series of chronological biographical essays on famous (and infamous) "self-creators" in the modern Western world, from the Renaissance to the Enlightenment to modern capitalism and finally to our present moment of mass media, Burton examines the theories and forces behind our never-ending need to curate ourselves. Through a vivid cast of characters and an engaging mix of cultural and historical commentary, we learn how the personal brand has come to be.

Renee Garfinkel, Ph.D. is a psychologist, writer, Middle East television commentator and host of The New Books Network’s Van Leer Jerusalem Series on Ideas. Write her at [email protected]. She's on Twitter @embracingwisdom. She blogs here.

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