Academic persona: the construction of online reputation in the modern academy

Through a longitudinal study of 16 academics, this chapter explore the way the contemporary academic constructs their online presence. The persona is a complex and varied combination of professional, private, personal, teacherly, networked public identities that individual academics attempt to manage. This new reputation work is handled with differing and transforming levels of digital literacy and intersects with the transformation of academic value that is reorganizing reputation through the higher education sector.