Media and collective identity - Collective identity: blog task

Collective identity: theories

"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."

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. (hypodermic needle model)

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).

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?'

Self Image is a process that undergoes a subconscious process of how we want to be seen, who we think we are and how we want to be. Individualism hasn't always been at the forefront, originally we would he identified by the according factors: race, ethnicity, social class, gender, religion and predetermined roles, however, this is now changing. This evolution has occurred through the means of advertising and the process of consuming products, becoming a more intimate and personal experience - as it was not just about buying for consumption, as it instead included the idea of our underpinning desires and wants that can add to our overall 'self' and 'ID' (Sigmund Freud). The notion of the individualism peaked in the 1960's and 70's and was the time where people wanted to become 'individuals', so expressed 'uniqueness' and something 'different' about themselves, to then stand independently - the 'individualist' was presented through their consumption. Branding is vital in engaging personality, as advertisers would refrain from selling just the product and instead sell a 'personality' and 'lifestyle' to engage and captivate individuals personal interests and desires. The product itself is devalued and instead it's the consumers individualism is heightened - however, this is not the case - as infact, he overall media giant and producer is thus dictating the 'self-image' that the consumer embodies. The internet has provided us with a greater sense of 'public image', such as avatars, that allow audiences to control their 'image', on social networking sites to others. 

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

Having read the article, I am not majorly 'happy' to be associated with any brand specifically as I don't enjoy being categorised with a false sense of 'individuality' that is ultimately dictated by ruling figures. However - some brands that I like and don't mind being associated with include: 

• Marks and Spencers - I enjoy buying food from M&S and I am attracted to the quality of the products. I feel as though my identity is reflected in terms of my enjoyment of high quality food. 
• Lush - Their products don't test on animals and I am for animal rights.
• Zara - I like their simplistic European style and this reflects my interest in wearing plain attire. 
• Apple - I am unfortunately an avid consumer of apple products, which sadly creates my identity as mainstream and possibly a social conformer.  
• Tiger - The products that I have consumed from Tiger reflect my personal joy for quirky and unusual products. 

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

'Style over substance' refers to consumers caring more about the image, as oppose to actual substance itself. I am in full agreement with this idea as it is clear that since the 1970's peak in advertisement and 'brand' identity, individuals have become obsessed with consuming products that will ultimately sell their personal vision of their desired self-image. This has subsequently led to consumers detracting their interest from substance and the quality of what they are consuming, as that won't help aid and visually relay their "self-image". 

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

Baudrillard's 'Media Saturation' refers to the world that we live in which is consumed with the mdeia and adverisement messages through TV, new and digital media, radio stations and street billboards. Baudrillard argues that the consequences of this are profound and suggests that the 'codes' generated by the agencies of signifcantion become our rules for organising our lives. He further suggest that these 'codes' are so powerful that we lose the ability to distinguish reality, such as the real values of commodity and its image. Thus, for Baudrillard, the simulacrum of self-image, is something we are no longer able to distinguish in reality as it is a mere blur between the two. 

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?

It is known for savvy internet consumers to put up heightened and exaggerated reflections of their real self's online, as the 'e-world' is ultimately a mere construction of reality and therefore audiences feel as though they are able to embark on a new self-image. Personally, I don't have many social networking sites, but on the ones that I do have, I am very particular about what I convey to others, as in, I refrain from providing excessive information about my true 'self' and on Instagram for instance, the selected images that I chose to display are 1/10 of who I as a character, am. 

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 is a technical development that allows corporations to create products designed me to meet the needs we reveal in our personal information. I am in agreement of this as I think that ultimately if one is a consumer of the internet and chooses to create an online personality across their social networking sites, it is a perfect opportunity for advertisers and market researchers to establish the mild elements of the identity that you portray online, and then provide you with products that serve for your interest. One must be aware that everything that they chose to put on the internet, is an e-footprint that will last forever and can not be erased, therefore, it is not an invasion of privacy, as all data that one produces online, is a mere ticket of invitation for others online to participate with you - whether that is social interactivity or in fact, marketing and sales.