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.
Frankfurt School, a group of influential Marxists, 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?)
Daniel Chandler: CAGE
Daniel Chandler suggested the acronym CAGE, stating our identity is constructed through class, age, gender and ethnicity.
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
Does social media have a positive influence over our identity? Or is it corrosive? Simon Sinek's view on the millennial generation went viral a few months ago 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, #blacklivesmatter 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).
Representing ourselves: blog task
1) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?
In the style approach, we are less concerned with what is done, being more concerned with appearance. This can include visual appearance but is more focused on the impressions other people gain, including what they think and feel. I feel that this is definitely prevalent in modern media. Whether we use fashion statements, hairstyles, make-up or indeed make an active decision not to do any of those things, we are all involved in constructing an image to communicate our identity. This 'identity' often is constructed to be as stylistic as possible, rather than practical or useful. It is common for people to use social media to present themselves as stylish e.g posting photos of materialistic goods, objects, or even using 'themes' all in an attempt to appear 'stylish'. Postmodern critics believes that the construction of identity through media representations as being shallow, leading to a culture that values ‘style over substance’.
In the style approach, we are less concerned with what is done, being more concerned with appearance. This can include visual appearance but is more focused on the impressions other people gain, including what they think and feel. I feel that this is definitely prevalent in modern media. Whether we use fashion statements, hairstyles, make-up or indeed make an active decision not to do any of those things, we are all involved in constructing an image to communicate our identity. This 'identity' often is constructed to be as stylistic as possible, rather than practical or useful. It is common for people to use social media to present themselves as stylish e.g posting photos of materialistic goods, objects, or even using 'themes' all in an attempt to appear 'stylish'. Postmodern critics believes that the construction of identity through media representations as being shallow, leading to a culture that values ‘style over substance’.
2) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.
Media saturation is the constant bombardment of media whether it be TV, magazines, radio, ads etc. The definition saturated something that completely soaked, or filled to brim and cannot take any more. It 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. He believed that we live in a society, in which media images dominate and distort the way we see the world like how photos from social media or the news presents a sanitised version of war where all corpses, blood and violence is removed from screens. This is known as "hyperreality". Hyperreality is an inability of consciousness to distinguish reality from a simulation of reality, especially in technologically advanced postmodern societies. In other words, we are struggling to differentiate the real world and the media. The representations in the media become part of our real world.
3) Is your presence on social media an accurate reflection of who you are?
Most people's presence on social media are far from an accurate reflection of the person you are - often social media is the main perpetrator of false identity. while we can share the highlights of an event, or the poolside on vacation, our "likes" and laments, all we're sharing is a simple chronicle. One that with the right filter and snappy status update can project an image of a life different from the one we authentically experience.
4) 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'm not concerned about about data mining in the slightest. Although targeted adverts are far too obvious, and therefore annoying, they don't concern me or make me feel like my privacy has been invaded. I feel I have nothing incriminating, or particularly adverse to hide, so there is no real issue with data mining, if anything it is useful as it can help detect dangerous individuals.
Media saturation is the constant bombardment of media whether it be TV, magazines, radio, ads etc. The definition saturated something that completely soaked, or filled to brim and cannot take any more. It 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. He believed that we live in a society, in which media images dominate and distort the way we see the world like how photos from social media or the news presents a sanitised version of war where all corpses, blood and violence is removed from screens. This is known as "hyperreality". Hyperreality is an inability of consciousness to distinguish reality from a simulation of reality, especially in technologically advanced postmodern societies. In other words, we are struggling to differentiate the real world and the media. The representations in the media become part of our real world.
3) Is your presence on social media an accurate reflection of who you are?
Most people's presence on social media are far from an accurate reflection of the person you are - often social media is the main perpetrator of false identity. while we can share the highlights of an event, or the poolside on vacation, our "likes" and laments, all we're sharing is a simple chronicle. One that with the right filter and snappy status update can project an image of a life different from the one we authentically experience.
4) 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'm not concerned about about data mining in the slightest. Although targeted adverts are far too obvious, and therefore annoying, they don't concern me or make me feel like my privacy has been invaded. I feel I have nothing incriminating, or particularly adverse to hide, so there is no real issue with data mining, if anything it is useful as it can help detect dangerous individuals.
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