Collective identity and representing ourselves: blog tasks

 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?

This section explains that identity is complicated and is influenced by how we see ourselves, how we want others to see us, and by culture and the media.

I think, therefore I am
Identity used to be seen as fixed and based on social factors such as class, gender, religion, and family roles.

From citizen to consumer
People began to define themselves through what they buy, as advertising encouraged them to become consumers rather than citizens.

The rise of the individual
From the late 20th century, people were encouraged to express individuality, although this was still shaped by media and advertising.

Branding and lifestyle
Brands started selling lifestyles and identities, using products to help people create and show a desired self-image.

Who will we be?
The internet and social media allow people to create and control a public image of themselves, turning identity into something that can be marketed.

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 valuing appearance and image more than deeper qualities. I partly agree because media often focuses on looks and trends rather than meaningful content.

3) 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 argues that we are surrounded by so much media that it begins to shape reality itself. Media images become more important than real experiences.

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?

Social media is not a fully accurate reflection of who people are because users choose what to show. People often add or remove photos to control how they are seen by others.

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 can be useful but also raises privacy concerns. It can feel intrusive when companies collect and use personal data without clear consent.


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.

Media gives people ideas and role models to choose from.
People pick and mix what fits them to create their identity.
Identity is flexible and can change over time.
Media allows people to express themselves.
Audiences interpret media instead of just copying it.

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 when a group of people share the same traditions and values. It gives them a sense of belonging and a shared understanding of the world. Media and culture help shape this identity and show what the group believes in.

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

The programme focuses on toys from the past such as Scalextric, Meccano, Lego, and Airfix. It shows British history and traditions and highlights the decline of manufacturing jobs in the north. The use of older toys and volunteers creates a sense of nostalgia for a simpler Britain.

3) How has new technology changed collective identity?
Technology allows people to interact with media instead of just watching it. Fans can create videos, art, websites, podcasts, or other content. Social media lets people share this content and form communities. Collective identity can now be global and participatory.
4) What phrase does David Gauntlett (2008) use to describe this new focus on identity? 
He calls it the “Make and Connect Agenda.” This means people are active in making media and connecting with others to shape identity.
5) How does the Shaun of the Dead Facebook group provide an example of Henry Jenkins' theory of interpretive communities online?

Fans of the film post quotes and share experiences on Facebook. They create their own content inspired by the film. This shows how audiences interact with media and build communities based on shared interests and understanding.