Self-starters, can-doers and mobile phoneys: situations vacant columns and the personality culture in employment

This paper speculates on the significance of an apparent increase in the use of personality language in job advertisements in situations vacant columns. The findings of my study appear to reflect broader social developments and the concerns of sociologists in the field. The impact of a self-description lexicography upon the individual is evaluated in terms of reflexivity and commodification. My contention is that corporations have appropriated a language of personality, and have contributed in transforming personality traits into virtual commodities whose value is determined according to which characteristics are in greatest demand. As individuals come to recognise themselves through corporatised personality language, the synthesis between business and personality leads to a post-ironic disposition and reflexive exploitation.