Collective identity and representing ourselves: blog tasks
'Who are you?'
The representation of cultural values, the construction of role models and the way the media informs us about lifestyle and fashion choices have an influence on who we want to be, who we want to be seen as and possibly, who we actually are.
I think, therefore I am
Our identity is seen to be firm, fixed and pre-determined. How we perceive ourselves and how we present ourselves is based on the social constructs and the interpersonal relationships within the groups we are part of.
From citizen to consume
Successful advertisers identify how people feel about themselves and offer products in ways that help reinforce and support a positive self-image.
The rise of the individual
People have started to define themselves as individuals, and so now want to express their ‘difference’ and ‘uniqueness’ Now they are more empowered by being encouraged to ‘be themselves’.
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.
Who will we be?
Now a days we have more control over our public image. Factors such as data mining allows corporations to create products designed to meet the needs of our personal information.
One brand I'm happy to be associated with is Nike because their brand promotion is all about individuality. I also like their products such as their trainers.
Another brand that I'm happy to associate with is Tik too because it allows individuals to express themselves and also showcase their hobbies and talents. It is also good for comedy too.
I think that modern media is all about 'style over substance' because people are more worried about materialistic things that look good and are portrayed to be the better rather than looking deeper and appreciating the value and quality of things. They'll rather be fake and give a different identity in order to fit in and hide their true-self.
Baudrillard's theory of media saturation shows the main focus of people being more concerned about virtual things rather than reality. This indicates that people are more attracted to the look of things and not to the real content.
My presence on social media isn't an accurate reflection of who I am however it is similar to the person I am. This is because of people being too judgemental but I also I don't take in what people say so I post what makes me feel comfortable. I still make sure what I post on social media is who I am by reposting my interests and following people and pictures without filters.
In my opinion, data mining isn't considered a bad thing because it helps me to see products that I am interested in and things that I could potentially buy. However, some people might not like this because it invades their privacy and they have might not be comfortable with it.
Gauntlett’s theories of identity:
- Audiences use the media to construct their own identity
- Mass media offers us a diverse range of representation which helps audiences to pick and mix
- Audiences actively process media messages and are conscious
- Questions the idea of masculinity being in a crisis
- Generational differences
Representation & Identity
Collective identity is a group of individuals who share a set of traditions, values and a similar understanding of the world that surrounds them.
Things that represent Britain:
- Tea
- Red London bus
- Taxi
- Big Ben
- Fish and chips
- Pubs
James May's Top Toys offer a nostalgic representation of Britain because it's targeted to 30+ males where the toys that were being presented become metaphors for the sense of Britishness. This suggests the idea of mythic England that resides in the mind of many older people in this country.
New technology has changed collective identity because it 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.
David Gauntlett (2008) states ‘Identity is complicated; everyone thinks they have got one.’ This mean that people are fooled into thinking they have an identity when really they're all hiding it in order to fit in.
Shaun of the Dead Facebook group provides an example of Henry Jenkins' theory of interpretive communities online by creating this group in support of the fact that he has ‘learnt’ a new word from the film. The recognition of ‘Hey, I also learnt that word!’ means fans from around the world can then share their experience of watching the film and supporting the identity created within it.
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