MIGRAIN: Collective Identity and representing ourselves

 Task 1: Media Magazine article

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

We are all involved in constructing an image to communicate our identity, we all have complex ideas about ourselves, there is a difference between the people we think we are, the person we want to be and the person we want to be seen to be. The representation of cultural values, construction of role models and the way the media informs us about lifestyle and fashion choices has an influence on who we want to be, who we want to be see as and who we actually are. 

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

Apple,Netflix and Costco. I like Apple's products and i also enjoy listening to music by my air pods as i believe they have really good audio quality, Netflix because in my free time i enjoy watching series/TV shows and Costco because every time i go, i enjoy eating the tasters they have to offer on that day. 

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

I agree with this view as on social media, everything is about if the person has good style, looks good it's almost as if everyone is so absorbed by looking good for pictures that they forget to actually have fun in the moment and create memories instead of just making sure their Instagram feed looks good. I believe this expression means that how a person looks is more important than what their personality and character is like. 

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

Baudrillard argues that we live in a media saturated society, in which media media images dominate and distort the way we see the world. In addition 'media saturation' results in high cultural value being placed on external factors such as physical beauty and fashion sense over internal traits such as intelligence and compassion. 

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?

I believe social media is an accurate reflection of who you are as your posting possibly pictures of yourself doing things you love such as travelling or on your social media account you may post about your interests and passions which allows your followers to know what are your interests for example i like posting about any formula 1 updates on my story as i enjoy watching it others may post their favourite artist announcing a tour or a sequel to a movie they enjoy so yes i would argue social media does reflect who you are. 

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?

I believe data mining can both be a positive and negative thing. I would not like companies to sell me products based on my personal information as i feel like that is an invasion of privacy as that is something i would like to keep to myself and not have companies selling me products just based off that, however if it's just my interests such as formula 1 then i would not mind as many people are interested in formula 1 so i wouldn't feel like it's an invasion of privacy if i openly post about it. 

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.

- The mass media texts offer us a more diverse range of representations than ever before, enabling sophisticated modern audiences to 'pick and mix'. 

- Audiences actively process the messages put across by media texts regarding lifestyle and self identity. Audiences are more conscious of the messages media texts are promoting. 

- Media texts can move and inspire viewers.

- Gauntlett uses the backdrop of critical theory to suggest that "identity is today seen as more fluid and transformable than ever before" and that mainstream culture is no longer a "backwards-looking force" but a force for change.

-Gauntlett questions the popular idea that masculinity is "in crisis" and concludes that whilst women are told by mainstream media that they can be anything they want to be,"identities promoted to men are relatively constrained." 

Task 3: Representation & Identity: Factsheet blog task

1) What is collective identity? Write your own definition in as close to 50 words as possible.

Collective identity is a collection of individuals who share a set of traditions,values and a similar understanding of the world that surrounds. It may also mean an individual who joins a group and derives from its members common interests, experiences and solidarities. For example if a student joins a group of popular students in a school then that individual may identify themselves as a popular student. 

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?

-Fish and Chips         

-Monarchy                 

-Media 

-Middle aged men

-Poor, cold weather

-Red, double Decker buses  

-Football

-Tea      

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

James May mainly showcases toys from his youth such as Airfix, Lego, Plasticine which are targeted at a demographic of 30+ males. Therefore his "Top Toys" offer a nostalgic representation of Britain as now Britain in the modern world has lost that sense of kids playing with toys as most kids now play computer games, watch YouTube which are to blame for kids now not being able to use toys as a source of individual imagination which is why James May's Top Toys offer a nostalgic feeling towards their audiences. 

4) How has new technology changed collective identity?

New technology has changed collective identity as there has been a generation gap created between younger and older people in Britain which ruins the sense of collective identity, younger and older people seem to be divided since younger generations are more interested in playing video games and getting involved in the modern world instead of possibly playing with toys like their grandparents so that they can experience that nostalgic feeling when they're older. 

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

Gauntlett uses the phrase 'Make and Connect Agenda' which is an attempt to rethink audience studies in the context of media users as producers as well as consumers of media material. Gauntlett argued that there is a shift from a 'sit back and be told culture' to a 'making and doing culture' and that harnessing creativity in both the internet and in other everyday creative activities will play a role in changing how a collective identity is created. 

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

Henry Jenkins view was that 'fan genres grew out of openings or excesses within the text that were built on and stretched, and that it was not as if fans and texts were autonomous from each another; fans created their own, new texts, but elements within the originating text defined, to some degree, what they could do.' The Facebook group Shaun of the Dead provides an example of his theory as the key aspect of this group is the fact that the collective identity created is one which has no national barriers to the understanding of the cultural identity created.