EMOTIONAL PERCEPTION OF OWN SELF FROM THE POSITION OF PERSONAL BRANDING: GENDER ASPECT

Abstract

Personal brand development is a stressful activity that requires constant adherence to certain social standards and norms. With the level of work-related stress, the emotional perception of one's own "I" from the point of view of personal branding must also meet certain standards. However, it is generally accepted that women are more sensitive than men in terms of emotional and psychological well-being. Such exclusion or limitation of opportunities for members of a certain group relative to the opportunities of other groups is defined as "discrimination" in the scientific literature. Discrimination affects each person personally, and it traumatizes them, undermining, at the same time, their self-confidence. In Ukraine, 54% are women, so the issue of emotional self-perception and positioning in society is extremely relevant. We have half of society (women) who may not get all the conditions for development that the other half of society (men) gets. In our opinion, modern conditions of informatization and the development of society reduce the differences between men and women from the standpoint of emotional perception of their own identity. For a positive emotional perception of one's own "I" from the standpoint of personal branding, it is necessary to form a general idea of the extent to which one's contribution to the development of the brand and its meaning help to satisfy personal psychosocial needs. Looking for many ways to influence the emotional perception of one's own "I" from the standpoint of personal branding, researchers have studied psychological well-being and social-emotional needs as two protective factors. We used the theory of needs and the theory of self-expression as the basis for studying the theoretical conceptualization of emotional well-being. Our hypothesis predicts that men and women will demonstrate the same levels of emotional well-being regarding participation in social networks as individuals with a formed personal brand. To test our hypothesis, we chose the cross-survey method. Thirty-two individuals with a developed personal brand participated in our study. A questionnaire was used to collect the necessary data and information for this study. To assess psychological well-being, we used the scale of psychological well-being, which consists of 84 items. Data analysis was performed using IBM-SPSS Statistics for Windows. Descriptive statistics, mean, and standard deviation were calculated for psychological well-being and social-emotional needs scores. The results obtained as a result of the study confirm the absence of significant gender differences in the subscales of autonomy, environmental mastery, purpose, and self-acceptance. However, we found evidence of similarities in autonomy, environmentalism, purpose in life, self-perception, and need for support and belonging. This suggests that men and women are comparable in these factors. The results of the study indicate that gender differences in emotional well-being decrease over time, therefore, when assessing emotional well-being and emotional perception of one's own "I", individuals developing a personal brand should not focus on gender differences.