Collective identity
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?'
With the decisions we make, whether it is consciously or subconsciously it is creating our identity to present to the outside world.
2) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?
"Style over substance" means to value appearance more than content. In my opinion this would only be true for the psychographic groups Aspirers (because they are materialistic and believe attractiveness over quality) and explorers (because they are always up to experience something new). It would be wrong to assume most audience fuctions in a 'style over substance way' because that would also be indirectly calling them "machines" as the hypodermic model suggests which which was already proven as too simple. Most people need context to continue on with whatever substance they are taking in; whether it be social media products or influencers themselves, as well as brands and many other things you find on the media.
3) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.
The media saturation is when people sort through the variety of media channels to choose the media they find useful or entertaining. It is the phenomenon of being exposed to too many ads, messages and information from various sources, which can reduce their effectiveness and impact. In other words, it describes the overwhelming presence of media in everyday life. Baudrillard suggested that media has created a simulated world, a "simulacrum", that has replaced reality. His key ideas are, hyperreality, desensitization, simulacra and consumerism. For example, advertisements uses signs which do not reflect the real world but a desire for the product, people are obssessed with influencers who use filters and editing and newspapers spin the report to suit their agenda.
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?
The media saturation is when people sort through the variety of media channels to choose the media they find useful or entertaining. It is the phenomenon of being exposed to too many ads, messages and information from various sources, which can reduce their effectiveness and impact. In other words, it describes the overwhelming presence of media in everyday life. Baudrillard suggested that media has created a simulated world, a "simulacrum", that has replaced reality. His key ideas are, hyperreality, desensitization, simulacra and consumerism. For example, advertisements uses signs which do not reflect the real world but a desire for the product, people are obssessed with influencers who use filters and editing and newspapers spin the report to suit their agenda.
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?
My presence on social media is appropriate and definitely shows who I am or atleast who I think I am, for example, a girl that likes to dress up and be with my friends and go out. My social media doesn't change for different people, all my friends, family and possible strangers are shown the same thing except my friends are shown more personal things on my social media presence. I have not deleted things because of "what is says about me" atleast not recently, maybe when I was younger. I now delete things if I feel it has been up there for a long time or if I no longer like it.
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?
Data Mining is just another way for companies to reach their target audience in order t get relevant sales, not an invasion of privacy.
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.
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?
Data Mining is just another way for companies to reach their target audience in order t get relevant sales, not an invasion of privacy.
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.
- He thinks media texts offer a diverse range of representation
- He supports the uses and gratifications theory by Blumler and Katz
- Thinks Mulvey's theories are influential but rested on a 'monolithic view of male and female roles'
- Uses the Critical Theory to suggest 'Identity is today seen as more fluid and transformable'
- He concludes that we use narrative to frame our experiences and to bring order to the stream of stuff that happens in our lives.
Task 3: Representation & Identity: Factsheet blog task
A collective identity is formed by individuals who share common traditions, values, and a similar perspective of the world. This identity is shaped by the collective understanding and experiences of its members, fostering a sense of unity and shared purpose.
2) How does James May's Top Toys offer a nostalgic representation of Britain?
James May, 48, presents the show, appealing to an older demographic, particularly 30+ males. The toys he examines—Airfix, Meccano, Lego, etc.—reflect his youth and the audience's nostalgia. The program uses these toys to evoke a sense of Britishness and longing for a simpler past. Therefore has a nostalgic representation.
3) How has new technology changed collective identity?
Technology allows people to interact with and engage with cultural content, using it as a resource for creating their own cultural expressions.
4) What phrase does David Gauntlett (2008) use to describe this new focus on identity?
"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?
It demonstrates Henry Jenkins' theory of "interpretive communities online" by showing how fans of Shaun of the Dead create a global, collective identity. Through a Facebook group, fans share personal interpretations, reflect on the film’s themes, and "stretch" the content, building new meanings from the original text.
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