3. “A focus on Identity requires us to pay closer attention
to the ways in which media and technologies are used in
everyday life and their consequences for social groups”
-David Buckingham
4. David Buckingham
• “our identity is something we uniquely
possess: it is what distinguishes us from other
people. Yet on the other hand, identity also
implies a relationship with a broader collective
or social group of some kind. When we talk
about national identity, cultural identity, or
gender identity, for example, we imply that
our identity is partly a matter of what we
share with other people.” (Buckingham, 2008)
5. Collective Identity
• ‘A collective identity may have been first constructed by outsiders
who may still enforce it, but depends on some acceptance by
those to whom it is applied. Collective identities are expressed in
cultural materials – names, narratives, symbols, verbal styles,
rituals, clothing.’ Francesca Poletta, James M Jasper, Collective
Identity and Social Movements
• ‘Although there is no consensual definition of collective identity,
discussions of the concept invariably suggest that its essence
resides in a shared sense of ‘one-ness’ or ‘we-ness’ anchored in
real or imagined shared attributes and experiences among those
who comprise the collectivity and in relation or contrast to one or
more actual imagined sets of ‘others’. David Snow, Collective
Identity and Expressive Form
6. Self-Identity and Social Identity
• Self-identity refers to how we define ourselves. Self-identity forms the
basis of our self-esteem. In adolescence, the way we see ourselves
changes in response to peers, family, and school, among other social
environments. Our self-identities shape our perceptions of belonging.
• Social identity is constructed by others, and may differ from self-identity.
Typically, people categorize individuals according to broad, socially-
defined labels. For example, if you have dark skin, you may be labelled
"black" by others even though you may not have adopted that identity for
yourself.
• A positive self-identity is correlated with positive self-esteem [5, 6]. All
identities are not equally valued by society, so some adolescents may
especially need reinforcement to help them construct a positive sense of
self.
7. Tafjal & Turner
Concept
• Social Identity Theory
Explanation
• In the Social Identity Theory, a person has not one, “personal self”,
but rather several selves that correspond to widening circles of group
membership. Different social contexts may trigger an individual to
think, feel and act on basis of his personal, family or national “level of
self”
• Apart from the “level of self”, an individual has multiple “social
identities”. Social identity is the individual’s self-concept derived from
perceived membership of social groups
How could this be applied to youth identity and
in particular, ‘Cyberbully’?
8. Identity Construction Quotes
• Sheldon Stryker We interact with others to create an identity, this
is called identity negotiation. This develops a consistent set of
behaviours that reinforce the identity of the person or group. This
behaviour then become social expectations. This is particularly
relevant for collective identities (especially sub-cultures) that
develop a specific way of relating to each other (attitude, language,
ideas) that goes some way to helping construct our identity.
• Mikhail Bakhtin The Russian philosopher Bakhtin believed that
individual people cannot be finalized, completely understood,
known or labeled. He saw identity as the unfinalised self meaning a
person is never fully revealed or known. This ties in with the idea
that identity is a fluid concept, a life-long project that is never
complete.
9. Identity Construction Quotes
• Sheldon Stryker
How you interact with your social group changes
your identity. You adopt language and
behaviour techniques that are specific to you.
Microcosm
• Mikhail Bakhtin
• People cannot be pigeon holed or labeled. Our
identity is constantly evolving
10. Identity Construction Quotes
• Quotes from David Gauntlett (Media, Gender and Identity)
• 'It is the case that the construction of identity has become a known
requirement. Modern Western societies does not leave individuals in any
doubt that they need to make choices of identity and lifestyle - even if their
preferred options are rather obvious and conventional ones, or are limited
due to lack of financial (or cultural) resources. As the sociologist Ulrich
Beck has noted - everyone wants to 'live their own life,' but this is, at the
same time 'an experimental life'.'
• Today we're bombarded with ideas about - being yourself, standing out or
finding your place - we're encourage to define our existence in terms of
what buy, do, earn money from or enjoy. Obviously finding an 'identity' is
problematic especially when so many existing identities and roles are
uncertain - think gender roles, career stability, upward mobility in class. So
is saying that we experiment with 'identities' to see what fits, works and is
comfortable.
11. Identity Construction Quotes
• Quotes from David Gauntlett (Media, Gender
and Identity)
• We are encouraged to experiment with our
identities to see what fits us best.
• We are a fluid identity.
12. Henry Giroux
Concepts
• Youth as empty category
• Explanation
Giroux's theory addresses the media's influence
on youths. He believes that youths act as a sort
vessel open to influences of adult culture and
how the media chooses to represent them,
therefore shaping the youths cultural contexts.
Can you think of any examples of this?
13. Henry Giroux
Concepts
• Youth as empty category
• Explanation
The media chooses the way they represent race, class, gender,
ethnicity, sexuality, occupation, age and so on, therefore leaving an
influence on the youths that are not necessarily true. The media acts
upon what it's audience wants. When appealing to a adult audience,
the media will reflect fears and anxieties that adults may find
entertaining, therefore giving an unrealistic view on youths.
Giroux suggests that the media influences them in a certain way as
youths are so impressionable, for example, if they are represented as
loud and abusive in films, they will act on this because they are being
told to act in such a way.
14. Henry Giroux
Concepts
• Youth as empty category
• Quote
“Youth as a complex, shifting, and contradictory category is rarely
narrated in the dominant public sphere through the diverse voices of
the young. Prohibited from speaking as moral and political agents,
youth become an empty category inhabited by the desires, fantasies,
and interests of the adult world. This is not to suggest that youth don't
speak, they are simply restricted from speaking in those spheres where
public conversation shapes social policy and refused the power to make
knowledge consequential with respect to their own individual and
collective needs.” (Giroux, 1998)
15. Antonio Gramsci
Concepts
• Cultural hegemony
Explanation
• Gramsci developed the idea of "cultural hegemony". As I mentioned
before, this is the idea that one social class within a culture
dominates society, therefore making their views and values
acceptable and "normal" behaviour.
• Gramsci believes hegemony is constantly causing problems within
societies arguing what is actually a "normal" way of life. For
example, this arguing is shown through negative and positive
representation of youths from different classes, most commonly
underclass
16. Antonio Gramsci
Concepts
• Cultural hegemony
Quote
• So one could say that each one of us changes
himself, modifies himself to the extent that he
changes the complex relations of which he is the
hub... If one's own individuality means to acquire
consciousness of them and to modify one's own
personality means to modify the ensemble of
these relations. (Gramsci)
18. The Structure
Section A – Unseen Texts – 32 marks
• 1 hour
• 15 minutes viewing/reading time and making
notes then 45 minutes to answer
• 3 questions – you must answer ALL three
Section B – The Essay – 48 marks
• 1 hour
• 15 minutes writing your essay plan and 45
minutes to answer
• Choice of 4 questions – answer ONE!
19. Section A –The Unseen
Texts
• You will be given two texts, likely to be from
different platforms.
• You will be given some basic info on the texts –
be sure to read carefully as it will give you clues.
• They will have something in common – a
theme/issue/debate.
• Make notes before attempting to answer the
questions.
20. Section A – The Questions
• Q1 will likely be about representation.
• Q2 will tend to be about audience theory.
• Q3 will likely be about new media.
• Base your answers on the two texts, but reference
other relevant texts to support your answers – the
more the better!
• Answer ALL the questions, even if you are unsure
have a go – do not throw away marks.
21. Section B – The Essay
48 marks
• Choice of 4 questions
• 2 on Identity in the Media and 2 on the Impact of New
Media
• You only answer 1!
• Use your case study text as your base.
(Identity – youth or your chosen minority)
• Discuss as many secondary texts as possible.
• Try to cross all three media platforms.
• Discuss any theories/theorists/issues and debates that
are relevant.
22. Practise question
Mainstream media is a powerful
influence on the construction of an
individual’s identity.
Use your case study to explore the
impact of the media in the
construction of identities.
Date Term ?, Lesson ? 22
23. First things first
• Read the Q
• Identify the key words and phrases of the Q
• Highlight or underline
• What is it actually asking you? Rephrase it.
• Which case study will be most appropriate?
Youth or minority/marginalised identity?
• Pick a side! Do you agree or disagree?
• Don’t forget to build it up and knock it down!
Date Term ?, Lesson ? 23
24. Planning – 15 minutes
• Introduction – rephrase the question
• Use the question to create your journey.
• Identify four or five points in response to the
Q (are they supporting or challenging the
question?)
• Identify evidence
• Identify theory that can be applied
Date Term ?, Lesson ? 24
Mainstream media is a powerful influence on the construction of an individual’s identity.
Use your case study to explore the impact of the media in the construction of identities.
25. planning – youth identity
Intro
Agree or disagree ? point evidence Theory/analysis
P1
P2
P3
P4
P5
Date Term ?, Lesson ? 25
Mainstream media is a powerful influence on the construction of an individual’s identity.
Use your case study to explore the impact of the media in the construction of identities.
26. Example – minority (immigrants)
Intro - yes agree - minority/marginalised groups (immigrants)
P1 Yes Why the mainstream media is powerful. Sky – Rupert
Murdoch
BBC
Rep of majority
groups rather
than minority
• Marxism
• Hegemony
• Institutions
• Dependency
theory
P2 Yes
P3 Yes
P4 No
P5 No Crowd funding ‘I am an
immigrant’
campaign
• Challenges
dominant
ideologies
• countertypes
Date Term ?, Lesson ? 26
27. Homework
• Use www.mediaknowall.com to explore ‘news
values’
• What are the different news values and what
do they mean?
• Where have you seen them evident in the
print, digital and broadcast news examples
that we have explored?
Due Thursday 30th April
Date Term ?, Lesson ? 27
