Collective identity and representing ourselves

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

Who are you?: We all are involved in constructing and image to communicate our identity and perceive ourselves differently to who we actually are and how we want to be perceived and media has an influence on who we want to be through information of lifestyles and role models.  

I think, Therefore I am: Identity used to be seen as fixed and based on social constructs and constructed around aspects like class, religion, and gender where the notion of the individual was less central defined by our circumstances rather than ourselves.

From citizen to consumer: An encouragement to move to an identity that is not based on behaviour as 'active citizens but as passive consumers' and it was no longer about what consumers needed but what they wanted instead, satisfying their desires working towards how people felt about themselves to satisfy the need of pleasure of having our desires met.

The rise of the individual: Notion of individualism in 60s and 70s and people wanting to express themselves as 'different' and 'unique' and were empowered to 'be themselves' identity. Products were offered as something that could communicate the chosen identity to others through the creation of an image. Even a person’s car choice could ‘rebel against conformity’ and be part of the creation of a ‘unique’ self-image.

Branding and Lifestyle: Branding is the association of a ‘personality’ with a product. that people will choose products that match their own self- image. Lifestyle marketing works

on connotations. The product’s function becomes less important than its value as a creator of self-image. In this way true individualism has been overwhelmed by the desire to conform to ideas of self-image provided by large corporations.

Who will it be?: anonymity of the internet and particularly the possibilities afforded by the creation of avatars, we have more control over our public image Chandler observed that: constructing a personal home page can be seen as shaping not only the materials but also (in part through manipulating the various materials) one’s identity. ‘materials’, social networking sites allow participants to create a public image of themselves to be consumed as a media product by others data mining – allows corporations to create products designed to meet the needs we reveal in our personal information.

2) List three brands you are happy to be associated with and explain how they reflect your sense of identity.

Bethesda - I think it reflects my immense love for the fantastical and creative innovation of storytelling through mediums such as videogames.

Game Theory - I think it reflects my inquisitive mind of questioning everything around me and finding the facts and evidence to create and support my own ideas.

Xbox - I think it reflects my playful attitude and joy in consuming anything to do with not just videogames but being a part of a community as large as that one.

3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?

Although someone looks immaculately dressed or styled, behind the façade, there is no substance or content. I somewhat agree with the statement as there is a massive culture surrounding the need to present something as absolutely perfect even when in reality there are flaws and/or is completely a misrepresentation of the original idea/product/person.

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

There is now a need or encouragement to celebrate and value physical beauty and fashion sense over intelligence and compassion also mass media is so far into our lives that it begins to shape the way we live. Our society therefore is so saturated with media imagery.   Baudrillard called this Simulacra which means, media images are shown to reflect reality but in reality have no reflection of the real event, and these images are seen all over the world showing people what 'is happening’.

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 think its less of a reflection of who you are and much more of who you want yourself presented as to be to others and that its to do with showing others what you want them to believe you are like or what interests you may have with some truth in your social media while omitting anything negative or anything perceived to be as 'strange' or not 'cool'. I have removed pictures because I believed they were not worth keeping on social media and that I would prefer to keep them to myself instead of being open to interpretation by others.

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 Think that its up to the individual as to whether or not they agree with their personal activity being taken by companies to sell products to us as consumers and personally I believe that as we have agreed to be a part of this consumerist society by owning social media through our devices that we almost give permission to these companies to try and sell us on more and more things because sometimes that is exactly what we expect and does spark further consumerism from us the consumers. To that extent I would say that it is then not an invasion of privacy, however I do believe the cookie system is somewhat misguiding as it almost automatically out of the frustration or ignorance of the consumer will be automatically accepted to sell our data that we otherwise with a little thought might not agree with what it fully entails.

Task 2:

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.

• Use media to help construct own identities through diverse range of representations so that then we can pick and mix our identity
• Audiences actively process messages in the media regarding lifestyle and establish their own biography
• We have to establish an ethics and mode of living tying in with 'gender as a performance' and that identity today is much more fluid and transformable and that alternative images and ideas created space for a greater diversity for identities
• Questions 'masculinity in crisis' and suggests 'identities promoted to men are relatively constrained' 
• Challenged idea that we look at media as not a 'channel for communicating' but as 'triggers for experiences and making things happen'

Task 3:

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

Collective identity is the connotation or common ideas shared between a group of people that most aptly describe and represent the groups feelings and perceptions of themselves or that idea like nationality or a sports club having their own chants, rivalries, ways of dressing, certain values held by the group.

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?

Accent, Union jack, Big ben, Football, Full English breakfast, Monarchy, Royal Navy, Empire, Pubs, Diversity. They all represent the culture brought about by the people and years of change. Britain is a mess of cultures and history.

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

Through the exploration and broadcasting of toys in his episodes that were originally manufactured in Britain around the time that men now in their 30s would have had when they were younger while also showing of the factories that used to produce them which brings these audiences members to long for what they used to have.

4) How has new technology changed collective identity?

David Gauntlet states that ‘Identity is complicated; everyone thinks they have got one.’ technology has enabled 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. this new collective identity an interpretive community and labels fans as ‘cultural producers’ who are now actively using the converging media of YouTube, Facebook etc. to create new forms of identity, using the text as inspiration.

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

Gauntlet argues that there is a shift from a ‘sit-back-and-be-told culture’ to a ‘making- and-doing culture’, and that harnessing creativity in both the internet and in other everyday creative activities will play a role in changing how a collective identity is created.

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

‘fan genres grew out of openings or excesses within the text that were built on and stretched, and that it was not as if fans and texts were autonomous from each another; fans created their own, new texts, but elements within the originating text defined, to some degree, what they could do’.