collective identity

 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? – Identity is shaped by both personal experiences and external influences, particularly media representations

"The rise of the individual" - individualism

"From citizen to consumer" - creating and then satisfying desires

"Branding and lifestyle" - Branding is the association of a ‘personality’ with a product.

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

The phrase 'style over substance' suggests that appearance, branding, and image are prioritized over meaning or authenticity. I believe substance still exists in areas such as journalism, documentary filmmaking, and independent content creation. However, mainstream media and advertising frequently focus more on visuals and trends to capture audiences quickly.

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 we live in a world where media images dominate our perception of reality, to the point where representations replace actual experiences. He describes this as 'hyperreality,' where the difference between reality and fiction becomes blurred. 

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?

Social media can be a representation of who we are, but it may not always be a complete or fully accurate reflection. Often, we present an idealized version of ourselves, selecting images and posts that highlight positive traits or experiences. I’ve definitely adjusted my profile pictures or content to align with how I want others to perceive me. 

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 can feel like an invasion of privacy. While it can lead to more relevant and useful recommendations, it also raises concerns about how much personal information is being collected without explicit consent. I’m not entirely comfortable with the extent of data mining, especially when companies can sell or share our information without full transparency. There should be stricter regulations on data privacy.

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 the shared sense of belonging and connection within a group, formed by common values, experiences, or interests. It helps individuals define themselves through their relationship to others, whether culturally, socially, or through specific communities. It provides a sense of unity, solidarity, and shared purpose.

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

James May's Top Toys highlights the history of British toys and their cultural significance, evoking nostalgia. By revisiting iconic toys, the show reveals collective memories of past generations, evoking a sense of pride about Britain’s role in shaping childhood play and imagination.

3) How has new technology changed collective identity?

New technology, especially the internet and social media, has changed collective identity by enabling individuals to connect with others globally, share ideas, and participate in virtual communities. This has made collective identity more diverse, as people can form new communities based on shared interests rather than location.

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

David Gauntlett uses the phrase “making your own media” to describe the new focus on identity. He suggests that individuals today have the tools and opportunities to create their own media, which allows them to construct and express their identities in personalised and unique ways.

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

The Shaun of the Dead Facebook group is an example of Henry Jenkins' theory of interpretive communities because it brings together fans who share a common understanding of the film's themes, humor, and cultural references. Members of the group interpret the film in similar ways, creating a sense of community based on shared knowledge and interpretations. This group becomes a space where people can express their views, exchange ideas, and engage with the media text in a collective way.