Communication paradoxes: Brands as People and People as Brands

Abstract

We live in a time when people increasingly want to build their identity as a brand and brands want to appear human. This article explores the paradoxes inherent in contemporary communication, the increasing humanization of brands and the emergence of people who build their identities as brands and the impact of the evolution of digital platforms. This phenomenon raises important questions about authenticity, ethics and power in modern society. By examining the implications of these paradoxes, this article offers a critical reflection on the challenges and opportunities that arise in this scenario.