Collective identity blog tasks

 Collective identity and representing ourselves: blog tasks

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 are all involved in constructing an image to communicate out identity, while thinking about who we are and who we want to be or seen as.
• I think, therefore I am - Society provides constraints for who a person is and how they present themselves and external image was simply a reflection of the individual's internalising of their social position.
• From citizen to consumer - There was a consumer boom, which encouraged audiences to consider what they want in life rather than only what they need in life to survive.
• The rise of the individual - The notion of individualism began to take hold and the idea of the "fragmented self" (having multiple identities) and the "essential self" (the core of who you actually are).
• Branding and lifestyle - associating the product with a personality is known as branding, used to promote products as customers are more likely to buy them if they personally identify with the products.
• Who will we be? - Due to many different reasons including the anonymity of the internet, people now have the the most control over their public image.

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

I think suggests that in the contemporary, fast-paced media landscape—driven by social media, short-form content, and rapid consumption—the aesthetic, presentation, or emotional impact of content is often prioritised over its depth, factual accuracy, or narrative complexity. The expression means that aesthetics, visuals and tones are more powerful that underlying meanings and  content quality as well as depth.

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

Jean Baudrillard’s theory of media saturation argues that in modern society we are surrounded by so many images, messages, and media representations that they begin to shape how we understand reality itself. He believed that the media no longer just reflects the world but actively constructs it and because people are constantly exposed to television, social media, advertising, and news, they start to experience life through media rather than directly. Baudrillard called this situation hyper-reality, where the boundary between what is real and what is represented becomes blurred. In a media-saturated society, images and symbols become more important than actual events. This can make people more focused on appearances than on truth. Over time, individuals may struggle to tell the difference between genuine experiences and media simulations. According to Baudrillard, reality is replaced by signs of reality. As a result, people may feel disconnected from the real world. Media saturation therefore changes not just what we see, but how we think and understand reality itself.

4) 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?

I think it depends on the person as some people may exploit the anonymity of the internet to portray them-self in a different way from how they truly are but others may use it to benefit others by showcasing the reality of their lives for it to allow others to relate and enjoy their content. This is really just based off how active users choose to display themselves in the media due to their own personal reasons and values. No I haven't removed something for that reason because I wouldn't have put it online in the first place.

5) 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 think data mining can be a positive thing as is not an invasion of privacy because if the content of yours they used was posted on social media publicly then it is allowing others to do as they will with it, so it is a choice users make when posting their content as if they didn't want people to use their content for whatever reasons possible, they would have posted their content privately. It can also be positive to spread awareness of some situations and also if trends are posted and reposted, it can be beneficial to other users who may want to experience those trend or to those that relate to the content shared.

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 about Gauntlett's theories of identity. Our Media Magazine archive is here.

• Gauntlett argues that mass media texts offer us a more diverse range of representations than ever before, enabling sophisticated modern audiences to "pick and mix".
• Gauntlett also draws attention to generational differences but accepts that it is an assumption that the more liberal "attitudes established in the young will be carried into later life".
• Gauntlett questions the popular idea that masculinity is "in crisis" and concludes that whilst women are told by mainstream media that they can be what they want to be, "identities promoted to men are relatively constrained".
• Gauntlett uses this backdrop of critical theory to suggest that "identity today is seen as more fluid and transformable than ever before" and that mainstream culture is no longer a "backwards-looking force for change".
• For Gauntlett, audiences actively process the messages put across by media texts regarding lifestyle and self identity as they "establish their personal biography, sense of identity and technologies of the self. In this sense audiences are conscious of the messages media texts are promoting.

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. The Factsheet archive is available online here - you'll need your Greenford Google login to access. 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.

Collective identity in media refers to the shared sense of belonging and common understanding developed among a group through media representation, narratives, symbols, and communication. It is shaped by how media the  portrays cultural values, social roles, and group experiences, influencing how individuals perceive themselves and how they perceive others within society.

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

The programme dwells upon and explores aspects of British history: the history of the race track, the history of Scalextric and wider British issues such as the decline of manufacturing jobs in northern Britain and a sense of regret that many of these toys are now manufactured abroad, such as Meccano in France, for instance.

3) How has new technology changed collective identity?

New technology has transformed collective identity by making it faster, more interactive, and more global. Social media, online communities, and digital platforms allow people to connect across geographic boundaries, forming identities around shared interests, values, or causes rather than location alone.

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

David Gauntlett (2008) states that ‘Identity is complicated; everyone thinks they have got one.’

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

The Facebook group people form communities that actively interpret, discuss, and reshape media texts together, which is a part of Jenkins's theory rejecting the idea of passive audiences and promoting individuals coming together to interact and form opinions as well as listen to each other and work together, which is seen in the  Shaun of the Dead Facebook group.