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Resumo: Este artigo busca partir das nocoes concebidas no seio da Psicologia Social de Michael Argylepara a compreensao do novo fazer publicitario inserido nos trâmites da cibercultura. Ancoradas pelas praticasinteracionais dos individuos em sites de redes sociais, as estrategias publicitarias na contemporaneidadeparecem instaurar uma outra proposta discursiva: a da interacao social propriamente dita com seus supostosconsumidores. Neste sentido, pode-se pensar a construcao do eu da marca sob a luz da producao de si dosindividuos. Tendo como ponto de partida, portanto, o aparato teorico-metodologico da habilidade social de Argyle, busca-se aqui entender os limites e as similaridades encontradas em interacoes marca-individuo com aqueles caracteres previamente compreendidos como especificos da conjuntura relacional dos individuos. Palavras-chave: Self; marca; sites de redes sociais; habilidade social. Abstract: This article seeks conceived notions from within the Social Psychology of Michael Argyle to theunderstanding of the new procedures do advertising inserted in cyberculture. Anchored by the interactionalpractices of individuals in social networking sites, contemporary advertising strategies seem to bring anotherproposal discourse: the social interaction of itself with its supposed consumers. In this sense, one can think ofbuilding the brand self in the light of the individual’s production of self. Taking as a starting point, therefore,the theoretical and methodological apparatus of social skill by Argyle, we seek to understand the limits andthe similarities found in brand-individual interactions with those characters previously understood as specificrelational situation of individuals.Keywords: Self; brand; social networking sites; social skills

A construção do self marcário em sites de redes sociais à luz do modelo de habilidade social de Michael Argyle