Notes and key theories
Collective identity
- Collective identity is the shared sense of belonging to a group. In Media Studies, we need to consider the influence media has over a person’s sense of identity.
- This is closely linked to the key concept of representation as the way groups are portrayed in the media can influence our sense of identity.
Collective identity: theories
Marxism and the Frankfurt School
- Marxists believe identity is constructed through hegemony imposed by the ruling elite. A sense of individual identity is a myth that prevents people challenging powerful groups.
- This links to the Frankfurt School, a group of influential Marxists who viewed media audiences as passive vessels. They believe the media is used to control and manipulate people.
Daniel Chandler: CAGE
- Daniel Chandler suggested the acronym CAGE, stating our identity is constructed through class, age, gender and ethnicity.
Stuart Hall: media construction
- Stuart Hall suggests the media actively constructs our society rather than reflecting it back.
- Our identity is part of this and therefore any sense of individuality we may feel is actually constructed through the media we engage with.
Constructing our own identities
New technology has changed the way we see ourselves and others. Through social media we can construct identities for ourselves.
Example: Facebook/Instagram
- How did you choose your profile pic?
- What do you ‘like’?
- What groups have you joined?
- How many friends do you have? How many people 'like' your posts?
Shared identity online
New technology has also created the opportunity for people to form groups online that represent their shared identity. This is a much more positive influence of new technology and the internet on collective identity.
Collective identity: blog task: Self-image and the Media (MM41 - page 6)
1) Read the article and summarise each section in one sentence, starting with the section 'Who are you?'
- Who are you
This section highlights how we are all involved
in constructing an image to communicate
our identity and how the culture around us contributes to the complex ideas we have about
ourselves.
- I think, therefore I am
This section discusses how our identities were once social constructs which were based around aspects such as class, gender religion and our predetermined roles.
- From citizen to consumerThis section discusses the post-industrial consumer boom of the early 20th century where consumers were encouraged to adopt an identity, and how marketing was used to persuade people to consider what they wanted to buy rather than simply buying to surive.
- The rise of the individual
This section discusses how the 20th century saw audiences wanting to express their ‘difference’ and ‘uniqueness’ and how people were becoming
empowered by being encouraged to ‘be
themselves’, advertisers took advantage of this.
- Brand and lifestyle
This section discusses how branding has evolved to associate with various personalities, resulting in advertisers selling personalities rather than products and consumers conforming to the self-images provided by these companies.
- Who will we be
The article concludes with how sites social networking has evolved to become a platform where we are forced to construct their identity within the confines of the template provided, but also allowing us to create public images of ourselves even if it means we are subject to datamining.
2) List five brands you are happy to be associated with and explain how they reflect your sense of identity.
Lush - this reflects on my identity due to the cruelty free ethics they hold.
BBC News - The impartiality within the BBC reflects on my identity as I believe there should always be a balance in the news and politics
Disney - This reflects on my identity as their films had an impact on my childhood
Twitter - This reflects on my identity as it is a platform for freedom of speech, which I believe is essential in a democratic society
Media magazine - This reflects on my identity as a media student
3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?
I agree with the view that modern media is all about style over substance these days. Most of the high-end brands have such a significance in popular culture due to their popularity which makes them desirable products, yet they do not have the substance to deliver the high quality claims they make. A good example of this is Apple and their iphones, although trendy and appealing they do not have the substance or quality of a good phone. Cultural values have been placed on appearances rather than internal traits.
4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.
Baudrillard theory ‘media saturation’ highlights how in modern society c
ultural value being placed on external
factors e.g. physical beauty and appearance
over internal traits such as intelligence. Baudrillard argues that the media
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 believe my presence on social media is accurate to an extent, as I portray myself as honestly as I can. However, I do believe that this only to an extent as no one would ever portray their negative aspects or flaws on social media, therefore these representations of ourselves are rarely accurate.
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?
I believe that data-mining is essential for advertising companies to work, as this is their core basis of making revenues and livings. However, I also do believe that data-mining is also intrusive, and that it is unpleasant to be bombarded with advertisements that relate to something you have searched.
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