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 the key concept of representation as the way groups are portrayed in the media can influence our sense of identity.
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 branding suggests individuality and creative freedom... But in fact it is a massive profit-seeking corporation looking to sell as widely as possible.
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? Think about your 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 identities for ourselves.
Example: Facebook
- How did you choose your profile pic?
- What do you ‘like’?
- What groups have you joined?
- How many friends do you have?
Shared identity online
New technology has also created the opportunity for people to form groups online that represent their shared identity.
Think about the work we have already done on feminism and online activism.
Collective identity in the 21st Century
So, collective identity doesn’t just refer to representations in mainstream media.
It also refers to self-constructed identity by users of social media and communities formed online of shared identity (e.g. Feminism).
Collective identity: blog task
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 section : we all construct an image to communicate our identity. There is a difference between the person we think we are, the person we want to be and the person we want to be seen to be.
-I think, therefore I am : we present ourselves based on social constructs, constructed outside of our selves; class, religion, gender and the predetermined roles
-The rise of the individual : idea that beneath the surface there was an ‘essential self’ – the core of who you actually are.
-Branding and lifestyle : Branding is the association of a ‘personality’ with a product. Advertisers sell the personality rather than the product, so that people will choose products that match their own self image.
2) List brands you are happy to be associated with and explain how they reflect your sense of identity.
-Apple : as I own multiple apple products, and I use my iPhone constantly.
-Instagram : This is the social networking site I like to use the most
3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?
-I agree that modern media is all about style over substance. it seems that people are more concerned with being defined through their sense of style and the materialistic products they possess rather than the authentic human experiences.
4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.
-Baurdrillard's theory of 'media saturation' results in high cultural value being placed on external factors such as physical beauty and fashion sense over internal traits such as intelligence or compassion.
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?
-Social media presents a reflection of what the user wants to show themselves as to others. People usually rely heavily on 'likes' and 'comments' to feel good about their appearance. Personally, although I may post pictures of myself onto apps such as instagram, it doesn't give people information of the type of person I am, people construct their own opinions of you through what you post which doesn't affect me as I don't rely on people's opinions to construct my own identity.
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?
-Data mining allows corporations to create products designed to meet the needs we reveal in our personal information and ultimately we end up selling our selves. This is an invasion of privacy as corporations have our personal details and I am against that.
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 the key concept of representation as the way groups are portrayed in the media can influence our sense of identity.
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 branding suggests individuality and creative freedom... But in fact it is a massive profit-seeking corporation looking to sell as widely as possible.
Example: Apple branding
Apple’s branding suggests individuality and creative freedom... But in fact it is a massive profit-seeking corporation looking to sell as widely as possible.
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? Think about your 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 identities for ourselves.
Example: Facebook
- How did you choose your profile pic?
- What do you ‘like’?
- What groups have you joined?
- How many friends do you have?
Shared identity online
New technology has also created the opportunity for people to form groups online that represent their shared identity.
Think about the work we have already done on feminism and online activism.
Collective identity in the 21st Century
It also refers to self-constructed identity by users of social media and communities formed online of shared identity (e.g. Feminism).
Collective identity: blog task
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 section : we all construct an image to communicate our identity. There is a difference between the person we think we are, the person we want to be and the person we want to be seen to be.
-I think, therefore I am : we present ourselves based on social constructs, constructed outside of our selves; class, religion, gender and the predetermined roles
-The rise of the individual : idea that beneath the surface there was an ‘essential self’ – the core of who you actually are.
-Branding and lifestyle : Branding is the association of a ‘personality’ with a product. Advertisers sell the personality rather than the product, so that people will choose products that match their own self image.
2) List brands you are happy to be associated with and explain how they reflect your sense of identity.
-Instagram : This is the social networking site I like to use the most
3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?
-I agree that modern media is all about style over substance. it seems that people are more concerned with being defined through their sense of style and the materialistic products they possess rather than the authentic human experiences.
4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.
-Baurdrillard's theory of 'media saturation' results in high cultural value being placed on external factors such as physical beauty and fashion sense over internal traits such as intelligence or compassion.
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?
-Data mining allows corporations to create products designed to meet the needs we reveal in our personal information and ultimately we end up selling our selves. This is an invasion of privacy as corporations have our personal details and I am against that.
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