Collective identity and representing ourselves

 MM41 - page 6

1) Read the article and summarise each section in one sentence, starting with the section 'Who are you?'

We have complex ideas about our selves. There is a difference between what we think we are like and how we would like to be seen.

Our identity was based on our roles in society e.g. class, and that our self-image was based on our success, and that external images were a reflection of the individuals internalising in society.

People could and were encouraged to adopt identities  and that consumer were based to convince their audiences with what they wanted, satisfying the audiences (Blumler and Katz: Uses and Gratifications theory).

People starting to think as themselves as individuals and to express themselves in a unique and different way and products helped formed their identity. 

In the 70's and 80's it became aware that branding was associated with personality and that people buy products that describe their self-identity.

Through the internet and the creation of avatars, we now have control over our public image.

2) List three brands you are happy to be associated with and explain how they reflect your sense of identity.

• Nike
• Coca Cola
• McDonald's

I am happy to be associated with Nike as I like the shoes/clothing that they design and due to the fact that I like playing sports, I love drinking Coca Cola and eating McDonald's as I love my food.

3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?

In my opinion, most people are materialistic and are unconscious and ignorant to some extent about their surrounding. They lack common knowledge etc. and are too focused on their appearance and what others think of them, that they create and construct a different version of themselves to the real them.

4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.

Baudrillard's theory of 'media saturation' suggest that media pictures and images dominate and distort the way we look at the world. The images are used to reflect reality, but in reality they have no reflection of the real event. These images then get sent around the world to people to show them what 'is happening'.

5) Is your presence on social media an accurate reflection of who you are? Have you ever added or removed a picture from a social media site purely because of what it says about the type of person you are?

I don't have any social media pages where I post images.


6) What is your opinion on 'data mining'? Are you happy for companies to sell you products based on your social media presence and online search terms? Is this an invasion of privacy?

In my opinion, I think that 'data mining' breaches the privacy of media consumers, so should not be done. I don't think they should sell us products based on our social media presence as this invades our privacy and makes us feel like whatever we do, we are being watched at. This makes people feel insecure when using social media etc. 

Now read the cartoon in MM62 (p36) that summarises David Gauntlett’s theories of identity. Write five simple bullet points summarising what you have learned from the cartoon about Gauntlett's theories of identity.

• In his book 'Gender and identity' (2nd edition - 2008), he suggests an overview of representations in the media that help promote the view that audiences use the media to construct their identity.
• He argues that mass media now offer a much more diverse range of representation then before, which allows audiences to "pick and mix" and audiences actively process the messages put across by media texts regarding lifestyle and self-identity.
• Audiences enjoy products due to the pleasure they provide and also create fandoms.
• He looked at Mulvey's male gaze and Giddens concept of structuralisation, which is influential but 'rested on a monolithic view of male and female roles'.
• He argues that identity is fluid. 

Media Factsheet #72

1) What is collective identity? Write your own definition in as close to 50 words as possible.

Based around a collection of individuals who share a set of traditions, value, culture, belief's and understandings of the world around. This is generalised to those specific type of people. 

2) Complete the task on the factsheet (page 1) - write a list of as many things as you can think of that represent Britain. What do they have in common? Have you represented the whole of Britain or just one aspect/viewpoint?

• Tea & Biscuits
• Fry up
• Fish & Chips
• Chicken Tikka 
• Armed Forces
• Monarchy
• EastEnders
• The BBC
• Old People
• Capitalism 

They are all stereotype associate with the British. I've covered as much of the British population as possible that I can think of.

3) How does James May's Top Toys offer a nostalgic representation of Britain?

The show is about toys from the 80's/90's which appeal to audiences who are 30+ and males, which they would've played with as children. It shows how new generations play with much different toys than kids used to.

4) How has new technology changed collective identity?

It has enabled people to actively engage with the content and the culture around them and use it to create their own products e.g. parodies, using YouTube to create content etc.

5) What phrase does David Gauntlett (2008) use to describe this new focus on identity? 

'The make and connect agenda'

6) How does the Shaun of the Dead Facebook group provide an example of Henry Jenkins' theory of interpretive communities online?

Jenkins (2006) argues that the boundary between texts and and reader has broken down, not in the way that the readers construct texts but in the growth of fan culture. In the 'Shaun of the Dead"  Facebook group this can be seen through how they have learnt things form the film and create their community and talk about their experiences and things from the film.