MIGRAIN: Collective 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?'

We all construct images to communicate our identity, we have pre-determined roles based off aspects such as class, religion, gender, people have been formed into being passive and ever-wanting consumers instead of active citizens, people desperately wished to develop a sense on individualism and identity, people brand and identity themselves with products that are associated with personalities, participants of social networking are forced to construct their identity within the confines of a provided template.

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

Style over substance presents the active construction of identity as shallow, the notion they self image is defined by products and brands rather than authenticity. 

3) 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 the increasing dominance of mass media and cultural value being placed on external factors such as physical beauty and fashion sense over internal traits.

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?

My social media presence is vaguely reflective of who i am, my interests, humour and identity , yes I have added things but not removed anything.

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?

Data mining is pervasive and rampant yet should be allowed if a participant clearly consents to it, I'm happy for companies to sell me products with my personal information, it often is an invasion of privacy.


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 provides media theories influencing representation of identity in mass media, that it offers a diverse and range of representations, enabling sophisticated modern audiences. For Gauntlett audiences actively process messages put across by media texts and are conscious of the  texts the promote  for entertainment value. Stating that texts can inspire audiences.

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 share sense of belonging to a group, often constructed or reinforced through media texts, representations and shared interests, usually forced into binary old definitions.

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

James May's Top Toys offer a nostalgic representations of Britain as interconnected stories such as the Toy Story franchise due a huge collection of exploitable characters and ip by multi-billion dollar conglomerates.

3) How has new technology changed collective identity?

New technology has changed collective identity as the world is almost shrinking and interconnected due to improved communications turning the world into a global village, different cultural standards become more universal or perhaps westernised, even promoting materialism, consumerism and the value of entertainment.

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

The phrase Gauntlett uses to describe a new focus on identity as interpretive community and labels fans as 'Make and Connect Agenda'.

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

Shaun of the Dead Facebook group provide an example of Henry Jenkins' theory of interpretive communities online through audiences and fans actively consuming, negotiation and sharing collective identity about a media product rather than passively consuming it due to the digitals age offering a ability to comment, share and like the products to support the producers.