MIGRAIN: Representing ourselves - identity in the online age

Task 1: Media Magazine article

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?
We construct an image to communicate our identities to people, and the way media informs us about our personal lifestyle influences who we want to be, who we want to be seen as and, who we actually are.

I think, therefore I am

Our identity used to be seen as pre-determined, constructed by class, religion, gender and aspects of our lives that were constructed outside of our selves.

From citizen to consumer

The post-industrial consumer boom of the early 20th century was based on convincing

people that it was no longer enough simply to buy what you needed to survive, and so advertisers identified how people felt about themselves, and offered products in ways that helped reinforce and support a positive self-image.

The rise of the individual

The idea that the individual should have the right to express their own identity became a widespread belief in the 2nd half of the 20th century as people wanted to express their uniqueness, and so advertisers presented products in a way that made it seem as if through their purchase they could help audience members select and define an identity.

Branding and lifestyle
Advertisers sell the personality rather than the product, so that people will choose products that match their own self-image.

Who will we be?
Talks about Chandler's observation in 1998 that constructing a homepage is like shaping your own identity, before the rise of social media.

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

Nintendo: I've been a fan of Nintendo since I was young and I'm glad to be apart of the broad community that it's created.
Spike Chunsoft: Developer of lots of games that I enjoy.
Maltesers: Good chocolate

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

I do believe that modern media, especially social media, has a lot of focus on being materialistic and somewhat shallow. I think it's true that high cultural value is placed on external factors such as physical beauty and fashion, however not every aspect of the media is like this. Many on social media still share their creative endeavours that are created out of passion and drive.

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

Baudrillard believes that the over-saturation of media makes people fascinated with image and spectacle, so much so that the concept of meaning itself dissolves.

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?

On social media, you have the power to create your own persona as you can choose what and what not to share. I would say it's not an accurate reflection because of this.

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 companies to gain information from audiences by observing their social media presence and interests. Although people may find it convenient to have products recommended to them that align with their interests, I think it's a creepy invasion of a user's independence to find products for themselves should they choose to. Data mining is something users should only

Task 2: Media Magazine cartoon

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.

> Audiences use media to construct their own identities
> Audiences are conscious of the messages the media promotes
> He believes that identity today is more fluid than ever before
> Gauntlett disagrees that masculinity is in a crisis
> We use narrative to frame our experiences

Task 3: Representation & Identity: Factsheet blog task

Finally, use our brilliant Media Factsheet archive on the M: drive Media Shared (M:\Resources\A Level\Media Factsheets) to find Media Factsheet #72 on Collective Identity. Save it to USB or email it to yourself so you have access to the reading for homework. Read the whole of Factsheet and answer the following questions to complete our introductory work on collective identity:

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

A collective identity is a collective identity that focuses around a group of people that come together and share similar views of the world, values, traditions and understanding of issues around them.

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?

The Queen
Wonky teeth
Double decker buses
Brexit
Phone Boxes

The colour red
Big Ben
Fish and Chips

Accents

What they have in common is that they're the very stereotypical visual images of what first comes to mind when hearing the word Britain. Obviously these aren't very accurate to the entirety of British society.

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

The programme attracts an older demographic of people, which is reflected in the choice of toys which James May examines: Airfix, Meccano, Plasticine, Lego, Scalextric and Hornby are all toys of his youth and that of the targeted demographic of 30+ males. It explores the sense of nostalgia and Britishness that the target audience would relate to.

4) How has new technology changed collective identity?

Technology has enabled people to actively engage with the content of the culture around them and then use that culture in their own productions.

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

He calls this new collective identity an interpretive community and the ‘Make and Connect Agenda’.

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

Fans from around the world can then share their experience of watching the film and supporting the identity created within it.