1. Lesson 3
A2 MEDIA
STUDIES -
G325
Section B:
COLLECTIVE
IDENTITY

2. 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

3. 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.

4. 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

5. How is Youth Identity
Constructed?
Shared Experiences: Shared attributes:
» Adolescence – physically and emotionally
maturing » Innocence
» School/ Education » Frustration
» Finding work - Choosing a career » Enthusiasm
» Finding love/friendship/acceptance » Awkwardness
» Creating an identity that isn’t created by » Hope
school/parents/authority » Anger Powerlessness
» Experimentation – drugs, culture, crime » Stress
» Leaving home CAN YOU ADD TO THE LIST?
CAN YOU ADD TO THE LIST?

6. 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.

7. 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
Beck is saying that we experiment with 'identities' to see what fits, works
and is comfortable. And Guantlett continues:

8. How is Youth Identity Constructed?

9. How is Youth Identity
Constructed?

10. How is Youth Identity
Constructed?
» ‘A period of ‘storm and stress’ characterised by
intergenerational conflicts, mood swings and an
enthusiasm for risky behaviour.’ G. Stanley Hall
(1906)

11. 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.

12. 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.

13. 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)

14. » http://www.guardian.co.uk/uk/2011/aug/09/lo
ndon-riots-kids-parents-police
» http://www.thesun.co.uk/sol/homepage/news/
2233878/Dad-at-13-Boy-Alfie-Patten-13-
becomes-father-of-baby-girl-Maisie-with-
girlfriend-Chantelle-Steadman-15.html

15. » ‘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.’
» The adult dominant culture (or hegemony) that no
longer sees ‘Youth’ as children but has yet to
recognise them as adults.
» Marketers/Mass Media who realise that the teen
market is a lucrative one to exploit/sell to.

16. 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

17. 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)