Collective Identity and representing ourselves: blog task

Task 1: Media Magazine article

Read the Media Magazine article on collective identity: Self-image and the Media (MM41 - page 6). Our Media Magazine archive is here.

Complete the following tasks on your blog:

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

‘Who are you?’

People’s identities are shaped and influenced by the culture that surround us. The media can also have a great influence as to how it informs us with lifestyle and choices.

‘I think, therefore I am’

In the past our identities were fixed, it would be based on our class, age, gender, the family we lived in and the roles that were given to us, Men as the head of the family and women as the subject to patriarchal power, working class at the bottom of the hierarchy and upper-middle class at the top. 

‘From citizen to consumers’

To adopt an identity it is not about being active consumers but being passive consumers and it is not about what the consumers needed to buy but about persuading consumers to consider what they wanted to buy. 

‘The rise of the individual’ 

The dominant values help shape our perspective on ourselves. People in the 1960s and 70’s were introduced to individualism, where people are encouraged to express their difference and uniqueness. 

‘Branding and lifestyle’ 

People became drawn to the product that suits their personality as the producers sell personality rather than the products.

2) 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 in modern media people focus on style rather than substance due to the development of technologies and more people using the media, producers would want their product to be eye catching for their audiences so they might focus on style. Style might connote the idea of designs, tone, the way the product is messaged while substance is the evidence, the actual product and its facts.

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

The modern society is overwhelmed with media, images and the internet that had led for the barrier to collapse between reality and the media/representation. It had led to a ‘hyper reality’ (simulacra) where simulated images felt more real.

4) 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 feel like my presence on social media is an accurate refelction of who I am. I have never removed or added a picture because people sais something about the type of person I am. 

5) 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 think data mining is efficient for both the producers and consumers as it allows the producers to analyse large data bases to generate more information. This would allow the consumers to gain the products that they desire just as how they like it based on the large data bases.

I think that it is unethical to sell products based on an individual's social media presences but if the individual was asked for their consent and they agreed to it it's alright. 


Task 2: Media Magazine cartoon

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. Our Media Magazine archive is here.

• Mass media helps construct audiences's own identity.
• Mass media offers diversity 
• Audiences can pick and mix their own identity
• Applies Mulvey's male gaze
• Audiences are active

Task 3: Representation & Identity: Factsheet blog task

Finally, use our brilliant Media Factsheet archive on the M: drive Media Shared (M:\Resources\A Level\Media Factsheets) to find Media Factsheet #72 on Collective Identity. The Factsheet archive is available online here - you'll need your Greenford Google login to access. Read the whole of Factsheet and answer the following questions to complete our introductory work on collective identity:

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

Collective identity is based on a group of people or individuals that share the same norms and values as well as traditions and understanding of the society and environment they are in. 

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

It explores aspects of British history race track. The mise-en-scene of the programme reflects this sense of loss, the broken and neglected race track. The toys helped highlight the nostalgic side and situations that happened in Britain back then. 

3) How has new technology changed collective identity?

New technology has changed the collective identity by technology enabling people to actively engage with the content of the culture around them and then go on to use it as resources for their own cultural productions. Also, the collective identity has changed to individuals being shaped by networks, shared interests and digital interactions. 

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

The phrase that Gauntlett (2008) used to describe the new focus on identity is interpretive community and labels fans as ‘Make and Connect Agenda'.

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

By fans actively construction, negotiating and sharing collective identity about the media text or product than passively consuming it. Audience in the digital age can now comment, share and like the product to support the producers.