COLLECTIVE IDENTITY AND REPRESENTING OURSELVES

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 Task 1

1) Read the article and summarise each section in one sentence, starting with the section 'Who are you?'

- “Who are you”: we are either the person we want to be or the person we want to be seen as.

- “I think therefore I am”: Out identity used to be fixed and was based on social constructs.


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

- Apple - the device I use on a daily basis which has everything I need is from Apple.

- Nike - shoes I own and wear are from Nike.

- Fanta - my favourite drink is a Fanta drink.


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

- Style over substance is when self image is being defined by brands and products rather than authentic human experience.
- I agree with the statement because I feel that people that would like to be on social media feel that they have to fit into a certain image that doesn’t really represent who they actually are underneath as it may not be accepted or what is being looked for.

4) 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 increasing dominance of the mass media. This can result in high cultural value being placed on external values rather than internal values. For example, physical beauty and fashion sense over personality traits. Baudrillard believed that society has become so saturated with the constructs of society that all meaning was becoming meaningless.  

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?

- My presence on social media doesn’t really give an idea of who I am as I don’t really post anything.

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?

- I wouldn’t mind data mining because if the companies know what kind of products to target at me based on the presence i put online then I feel it would benefit me as i may find new things I haven’t seen before that I may like. It could be considered an invasion of privacy depending how far they take their research.




Task 2


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 about Gauntlett's theories of identity.

- He believes audiences actively process the messages put across by media texts regarding lifestyle and self identity. 
- He argues mass media texts offer us a more diverse range of representations.
- He argues that alternative ideas and images have created some space for a greater diversity of identities.
- He questions the popular idea that masculinity is in crisis (identities promoted to men are relatively constrained).
- He draws attention to generational differences.



Task 3

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

- Collective identity refers to a person’s sense of belonging to a group. The identity of the group or collective becomes a part of the persons individual identity. The identity can be based around individuals who share a set of traditions, values and understandings of what surrounds 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?

- Pubs
- Multicultural 
- The Queen
- London Buses
- Loudness
- Tea
- Smaller houses 

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

- The mise-en-scene offers a sense of loss from this “broken Britain”. The broken and neglected race track, the once thriving and dilapidated manufacturing factories are examples of how British landscape has lost it’s rich heritage.


4) How has new technology changed collective identity?

- Technology enabled people to actively engage with the content of the culture around them and go to use it as resources for themselves.

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

- “Identity is complicated: everyone thinks they have one.”

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

- This represents Jenkins’ theory as the fan is wanting to include everyone in her experience of learning something new by creating a group. The creation of this group conforms Jenkins’ view.

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