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
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 five 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?
You will have lesson time to complete this but will need to finish for homework anything you do not cover in the lesson(s). Deadline: confirmed by your teacher.
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?
You will have lesson time to complete this but will need to finish for homework anything you do not cover in the lesson(s). Deadline: confirmed by your teacher.
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