Collective identity and representing ourselves

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.

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

section 1:  comes from the media, particularly in the form of advertising and fashion. By playing with our identity, we can explore who we are and how we want to be seen by others.

section 2: Our identity is no longer based on a pre-defined role but instead we have the ability to create our own identity and express ourselves in a way that reflects our own individual values and beliefs.

section 3: The notion of individualism has shaped our view of the self, and of how we can ‘create’ ourselves in the modern world. This has been both a positive and a negative development, with the idea of ‘individualism’ both enabling people to express themselves, but also leading to a feeling of isolation and a need to constantly make choices and decisions about who and what we are.

section 4: Bernays argued that if we could find ways to satisfy our inner desires, in a socially acceptable manner, then we would be able to create a consumeristic society.

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

1. Apple: Apple is a brand that stands for innovation, creativity, and a modern aesthetic. I appreciate these values and find that they are reflected in my own sense of identity.

2. Adidas: I appreciate the brand's commitment to sustainability, its focus on breaking down barriers, and its inclusivity. These values, combined with its stylish, comfortable designs, reflect my commitment to finding balance and living an active lifestyle.

3. Nike: Nike is a brand that stands for strength, perseverance, and empowerment. I admire these values and find that they are reflected in my own sense of identity.

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

No, I do not agree with the view that modern media is all about 'style over substance'. This expression means that media focus more on the aesthetics of something, such as how it looks, rather than the substance or content of what is being communicated. This approach often results in shallow, superficial, and flashy content, rather than content that is meaningful and substantive.

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

Baudrillard's theory of media saturation is that media has become so pervasive in modern society that it has saturated the boundaries between reality and representation, blurring the distinction between the two. This has led to the concept of the 'hyper-real' in which reality is mediated and simulated by media, so that it is no longer possible to distinguish between real and artificial. As such, media has become the primary means of constructing and interpreting reality.

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 is not accurate due to me not posting very much on it and not revealing too many personal details. moreover i have removed things from my social media account before.

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 powerful tool that can provide great value to businesses by helping them better understand their customers and target them with appropriate marketing strategies. However, it can also be used in an unethical manner that could be seen as an invasion of privacy. I don't necessarily feel comfortable with companies selling me products based on my social media presence and online search terms, as I would rather choose what products to buy myself. In some cases, this could also be seen as an invasion of privacy, as companies would be collecting personal data about me without my knowledge or consent.

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.

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 is a shared sense of group membership and shared beliefs and values that are held by a group of individuals. It is formed through interaction among members of the group and is based on common experiences, goals, and values. It is also shaped by the external forces that influence the group.

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?


• Identity is composed of various elements including culture, values and beliefs. • People have multiple identities that can be changed or adapted over time. • People can take control of their identity and express themselves in various ways. • People should be allowed to explore different aspects of their identity and find their own path. • Identity is a complex and ongoing process of self-discovery.

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

James May's Top Toys provides a nostalgic representation of Britain by showcasing some of the most iconic toys from British culture. The toys featured in the show include classic British board games such as Monopoly, Subbuteo, and Cluedo, as well as classic action figures such as Action Man and Hornby train sets. By featuring these classic toys, May's show provides an insight into British history and culture, as well as providing a nostalgic reminder of childhoods spent playing with these classic toys.

4) How has new technology changed collective identity?

New technology has drastically changed collective identity by making it easier for people from all over the world to connect and form communities. This has enabled the formation of global identities, which are based on shared interests, beliefs, and values. Furthermore, technology has made it easier to access and share information, which has enabled people to learn more about different cultures and form a collective understanding of what it means to be part of a particular group.

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

David Gauntlet describes this new focus on identity as "‘Identity is complicated; everyone thinks they have got one".

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

Henry Jenkins' theory of interpretive communities online states that online fan communities form around shared interests, enabling fans to share their interpretations, ideas, and experiences of a text or object. The Shaun of the Dead Facebook group is an example of this. It provides a space for fans to discuss their interpretations of the film, share fan theories, and discuss their experiences of watching the movie. The group also organizes activities such as debates, trivia nights, and watch parties, providing an opportunity for fans to engage with the text in a meaningful way.