The article examines the communication of a professional's personal brand in the digital environment. The relevance of the research is linked to the fact that digital platforms, social networks, and new forms of online communication have changed the ways of professional self-presentation and perception of the subject by the audience. In these conditions, a personal brand is realized as a distributed set of messages, profiles, visual and textual forms, through which the audience forms an impression of the professional in the modern information-rich communication environment. One of the key problems in this area of research is that the processes of personal brand communication and its actualization in the digital environment remain conceptually fragmented. The authors propose an approach to analyzing the communication of a professional's personal brand based on the adaptation of R. O. Jakobson's model to the distributed, episodic, multimodal, and functionally organized nature of its representation in the digital environment. The methodological basis of the work consists of studies in the field of personal branding, self-presentation, and digital representation, as well as R. O. Jakobson's communication model. In the article, the personal brand is considered as a communicative construct arising from the interaction of the subject's strategic self-presentation, the forms of representation available to the audience, and their interpretation. The scientific novelty of the article lies in the adaptation of Jakobson's model for analyzing the digital communication of a personal brand and in considering the personal brand as a meaning-producing and functionally organized representation. The proposed interpretation allows describing the communication of a professional's personal brand simultaneously at the level of the structure of the communicative act and at the level of the functional organization of individual episodes of digital self-presentation. Within this study, a definition of the representation of a professional's personal brand in the digital environment was formulated. The significance of the obtained results is related to clarifying the theoretical foundations of researching personal brand communication in the digital environment and the possibility of using the proposed analytical model in further theoretical and empirical works dedicated to professional communication, digital representation, and personal branding.
Gavra et al. (Wed,) studied this question.