Staff profile

Staff image

Prof David Marshall

Position: Chair In New Media, Communication And Cultural Studies
role description
Faculty or Division: Faculty of Arts and Education
Department: SCCA Arts & Ed
Campus: Melbourne Burwood Campus
Phone: +61 3 92446559 +61 3 92446559



Professor Marshall is a Research Professor and holds a Personal Chair in New Media, Communication and Cultural Studies at Deakin University. Professor Marshall has published widely in two areas: the public personality/celebrity and new media culture. His books include Companion to Celebrity (2015), Celebrity and Power (1997; second edition, 2014), Fame Games (2000), Web Theory (2003), New Media Cultures (2004), and The Celebrity Culture Reader (2006).

Professor Marshall has been a keynote speaker at many international conferences as well as interviewed for articles and many broadcast media programs from CNN, FoxNews, BBC, and the ABC/Radio National to the Sydney Morning Herald, New York Times and the Toronto Star.  His previous academic positions have been at Northeastern University in Boston, the University of Queensland in Brisbane, and Carleton University in Ottawa along with visiting positions at New York University, York University and Karlstad University.  He is also Visiting Distinguished Foreign Expert in the School of Journalism and Communication at Central China Normal University (CCNU) in Wuhan China.

His current writing and research has focused on some key areas in contemporary popular culture: he has been developing the idea of ‘Persona Studies’, where the presentation of the public self has expanded well beyond celebrity culture via particularly online forms: it now structures and patterns reputation and value across many professions and through many recreational and leisure pursuits. He has developed three related concepts to help explore this change in contemporary culture: presentational media, the intercommunication industry, and the personalization complex.  Forthcoming books include: Promotional Vistas (Palgrave, 2016), Contemporary Publics (2016), and Persona Studies:  Celebrity, Identity and the transformation of the public self (Palgrave), and Persona in formation (Minnesota, Forerunner Series, 2016).  He is also the founder of the Persona Studies Journal and M/C.  His personal blog can be found at: and lists many of most recent keynotes and public addresses that he has given around the world.

Follow Professor Marshall on Twitter,, and Google Scholar 


  • Bachelor of Arts, University of Western Ontario, 1981
  • Master of Arts, Simon Fraser University, 1985
  • Doctor of Philosophy, McGill University, 1993

LinkedIn profile

Personal website


Subjects and units currently teaching

ALC314 Advertising: Designing Desires

Expertise summary

Persona, Persona Studies, Public Personalities, Celebrity, Popular Culture, The Link Between Popular and Political Culture, New Media, Online Culture, Public Persona, Stardom, Social Media, Links between Media Forms, Leadership Studies, Reputation, Self-branding, Advertising and Promotional Culture, Communication, The Attention Economy, Representational Media, Presentational Media, Intercommunication.

Knowledge areas

Media and Communication

New Media

Cultural Studies

Online Culture

Persona Studies

Celebrity Culture

Leadership Studies

Media appearances

Professor Marshall has been a keynote speaker at many international conferences as well as interviewed for articles and many broadcast media programs from CNN, FoxNews, BBC, and the ABC/Radio National to the Sydney Morning Herald, New York Times and the Toronto Star.

Related Links

Persona Studies Journal

Personal Blog






Research projects

The focus of my current research is on Persona Studies, where the public presentation of the self in both professional and leisure activities has become normalised in contemporary culture via social media in particular.  This work has led to research related to the academic persona and reputation, the artistic persona, the sports persona, the gamer persona, the political persona, and the institutional persona and is designed to explore  these and other areas over the next five years. It is closely related to my past and current work on celebrity and contemporary culture and how celebrity culture structures power and influence, reputation and prestige.

The development of the public self and my research on persona emerges from  what I call "presentational media" and the related shift  in cultural value from representational media forms such as film and television. Presentational media identifies how the individual is now further engaged in the production, exhibition and communication of media and the decline in the power of representational media to embody the culture and the polity. The focus of my research into the expansion of presentational media is related to  "intercommunication" - that is, the regular transposition of mediated forms into patterns of interpersonal communication. Intercommunication is a term that best describes the new blending of media and interpersonal forms of communication.

Research interests

My research interests have focused on two areas: the public personality (which includes studies of celebrities, stars, public leaders and moments of fame and infamy); and the study of new media and the various forms of communication that have become elemental to contemporary life through new media. My recent work is connecting these two areas  and developing "persona studies", where the presentation of public versions of the self has become generalized through online culture. This research studies reputation and the predominant  recognition culture that pervades our uses of social media. Connected to this work is the development of new concepts to describe this changed contemporary world. These include concepts such as Intercommunication, representational media, presentational media, and micro-publics. Persona studies is an exploration across professions, activities and practices of how individuals now present themselves publicly and build reputations and value in the newly unstable world of work and leisure. 

Research grants

A list of current and past grants can be found on my CV

Research groups

Persona, Celebrity, Publics (PCP) Research Group

Research page


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