This is something the media has a huge influence over - everything from advertising to social media profiles can affect our sense of identity and where we fit in. Indeed, the representations we see in the media can have a huge impact on how we fit into society and the world around us. We need to learn some key theories and also consider the impact of new and digital technology on issues of collective identity and representation.
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 representation as the way groups are portrayed in the media can influence our sense of identity and belonging.
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.
Example: Apple branding
Apple’s early branding suggested individuality and creative freedom... But in fact it was always a massive profit-seeking corporation looking to sell as widely as possible.
Example: Apple branding
Apple’s early branding suggested individuality and creative freedom... But in fact it was always a massive profit-seeking corporation looking to sell as widely as possible.
Later, iPhone adverts subtly suggested a certain lifestyle that has become synonymous with Apple products. Everything suggests creative possibility and individual opportunity but Marxists would argue this merely hides the fact we are being manipulated by a faceless corporation into handing Apple huge amounts of money (why is an iPhone so much more expensive than an Android phone for example?)
What is the representation of an iPhone user presented in the iPhone 6s 'Onions' advert?
Daniel Chandler: CAGE
Daniel Chandler suggested the acronym CAGE, stating our identity is constructed through class, age, gender and ethnicity.
Does this still apply in the 21st century? Do we construct our own identities along these lines? Is representation in the media still dominated by these classifications? Think about your own presence on social media.
Does this still apply in the 21st century? Do we construct our own identities along these lines? Is representation in the media still dominated by these classifications? Think about your own presence on social media.
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 representations of ourselves.
Example: Instagram/Snapchat
- How did you choose your profile pic?
- What does your profile say?
- Who do you follow?
- How much do you consider what others will think of you when posting/liking/sharing?
Does social media have a positive influence over our identity? Or is it corrosive? Simon Sinek's interview on the millennial generation went viral when it was first released and is worth watching again for the section on social media, technology and how it influences our sense of identity:
Shared identity online
New technology has created the opportunity for people to form groups online that represent their shared identity.
Think about the work we have done recently on feminism and online activism - blogs, forums, social media accounts and whole campaigns and movements (#everydaysexism) have given audiences a new sense of collective identity. In America and increasingly worldwide, the #blacklivesmatter movement is doing this with racism and police brutality.
Social media can empower individuals and create a strong sense of belonging – media theorist Sherry Turkle famously described the internet as a place to be "alone together".
It also refers to self-constructed identity by users of social media and communities formed online of shared identity (e.g. Feminism).
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?'
2) List three brands you are happy to be associated with and explain how they reflect your sense of identity.
3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?
4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.
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?
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?
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.
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.
2) Complete the task on the factsheet (page 1) - write a list of as many things as you can think of that represent Britain. What do they have in common? Have you represented the whole of Britain or just one aspect/viewpoint?
3) How does James May's Top Toys offer a nostalgic representation of Britain?
4) How has new technology changed collective identity?
5) What phrase does David Gauntlett (2008) use to describe this new focus on identity?
6) How does the Shaun of the Dead Facebook group provide an example of Henry Jenkins' theory of interpretive communities online?
Due date: on Google Classroom
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?
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?
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.
Task 3: Representation & Identity: Factsheet blog task
2) Complete the task on the factsheet (page 1) - write a list of as many things as you can think of that represent Britain. What do they have in common? Have you represented the whole of Britain or just one aspect/viewpoint?
3) How does James May's Top Toys offer a nostalgic representation of Britain?
4) How has new technology changed collective identity?
5) What phrase does David Gauntlett (2008) use to describe this new focus on identity?
6) How does the Shaun of the Dead Facebook group provide an example of Henry Jenkins' theory of interpretive communities online?
Due date: on Google Classroom
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