Identity and the wider media

Media Factsheet 121: Identities and the Media

1) The Factsheet discusses how identity is a complex subject. What does it suggest defines our identity?

The factsheet suggests that we can define our identity through who we think we are, who we want to be and who we think others think we are

2) Complete the task on page 2: suggest media texts that could reinforce that someone is non-mainstream; edgy; a pleasure seeker; fashionable; witty and fun; cutting-edge.

non-mainstream - Run Lola Run, this film fits into the category as it is an arthouse film, therefore it would most likely be watched by a niche audience. Also, this film would not be exhibited in a multiplex cinema. 

edgy - Mr. Robot, this tv show focuses mainly on themes of computer hacking and taking down the elite, which is not a tv show that one would come across due to its highly anti-establishment themes

a pleasure seeker - Suits, this tv show portrays the glitz and glamour that may come with working in a high end law firm. 

fashionable - Vogue magazine, this media text is often brought by those who want to keep up with high-fashion or those who work in the fashion industry.

witty and fun - The Big Bang theory, this tv show features comedy but also has a sense of wittiness due to the scientific jargon that may appeal to some audiences 

cutting-edge - Social media, this form of media is quite cutting-edge and has enabled audiences to interact with people across the world while also creating an identity for themselves

3) What examples are suggested for a case study on urban youth?

There are several examples suggested in the case study on urban youth. The factsheet argues that demonisation of the youth is present in popular forms of media such as tabloid journalism,  BBC documentaries and in chat shows like The Jeremy Kyle Show. The civil unrest in August 2011 is another example where the youth have been demonised, as various mainstream media outlets blamed the working class youth for violence and looting despite the fact that the looters were from a range of age groups and some came from middle class backgrounds. Films such as Harry Brown and Eden Lake also reinforced the stereotype of youth culture being a threat to urban life as the youth were the villains in these narratives. The films were created in 2008-2009 when ‘chavs’ and ‘hoodies’ became a common moral panic the media.

4) What does Hebdige argue with regards to youth culture? 

Richard Hebdige argues that the youth culture have been using the media's stereotypes as a form of resistance to the dominant culture through their style choices. The youth have been portraying themselves as outside the mainstream by adopting their negative media representations that is feared by mainstream culture. However, those within the stereotype group though have their negative status as outsiders reinforced. 

5) What other theorists are referenced alongside Hebdige? How do they link to the issue of youth identity?

Stuart Hall's theory on media messages is relevant to the issue of youth identity. Hall argues that audiences can accept the preferred meaning that has been created for them by the media, reject the idea that has been created or negotiate and take some of the ideas on board and reject others or even create their own meanings. This links to the issue of youth identity as some of the youth are accepting the media's stereotypes as a form of resistance to the dominant culture as Hebdige has argued. This can be interpreted to be a form of an accepted reading or a negotiated one. Theorist David Gauntlett also links to the issue of youth identity, as he claims that the media has an influence on identity construction leading to the media stereotypes groups becoming part of how some individuals see themselves. 

6) How can we link our Year 12 case study on Ill Manors to youth and identity? What specific examples from the case study could be used to discuss Hebdige’s theory that youth culture challenges mainstream culture and dominant ideologies?

Our year 12 case study on Ill Manors links to youth identity. Hebdiges theory on the youth culture challenging mainstream culture is evident throughout the dominant stereotypes that are conveyed in the film, as the film portrays the youth as violent yobs and reckless. As a result, this challenges mainstream culture and instead reinforces the negative stereotype of the youth, portraying them as rebellious and anti-establishment. 

7) What does theorist David Gauntlett suggest regarding the media’s influence over the construction of identities?

Gauntlett suggests that the media have influence on identity construction because they take media stereotypes groups which can represent how some individuals see themselves, Media institutions are then able to use this to sell their products. This can be represented through some clothing brands which may be more appealing to the youth through the identity construction created in the advertisements, 

8) Do you agree that Hebdige’s view that youth culture will always seek to resist mainstream culture and challenge dominant ideologies?

I agree with Hebdiges view, but do not believe that the whole youth culture will always seek to resist mainstream culture and challenge dominant ideologies. Although some of the youth seek to resist mainstream culture by adopting these negative stereotypes as a form of resistance, not all members of the youth identify themselves with these stereotypes. Therefore, I believe that Hebdiges theory is too broad, as they do not take in the complexities of each individual.