Collective identity: blog task

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(erm paragraph*), starting with the section 'Who are you?'

Who are you?

We have the active decision to construct an image of our identities yet there is a difference between the person we think we are, the person we want to be and the person we want to be seen to be. Usually the culture surrounding us changes this eg. role models, values, lifestyle that the media informs us about. 

I think, therefore I am

Identity used to be seen as fixed and predetermined by social construct; based around aspects outside of our selves such as class, religion, gender and roles determined by the family we were born into. Therefore the notion of the individual was more more an external image of the individual internalizing his/her social position rather than being more centered. 

From citizen to consumer

Edward Bernays said 'active citizens but as passive consumers’ suggesting that the consumer boom meant advertising and marketing appeal much more desires to make wants seem like needs (creating wants and desires) a concept explored by Frued; need to feel the pleasure of having our desires met. Suggesting that it appeals to our id( based on irrational desires) Therefore the early part of the 20th century explored self-image as

largely being based around the notion of fitting in and conforming to social expectations.

The rise of the individual

By the late 1960s and 1970s individualism was more of a concept. During the second half of the 20th century, people began defining themselves as individuals( different, unique) and empowered by being so. Opposing Freud’s idea of the core self and accepting more of 

Lacan's view of the ‘fragmented self' - we have many identities that depend on circumstance and relationship. Often leaving us feeling incomplete so we seek to complete our selves by imagining an ideal state of self. Advertisers therefore presented products that could help audiences to select and define an identity. 

Branding and lifestyle

The 70s and 80s saw the rise of lifestyle marketing and the importance of brands. Advertisers sell the 'personality' (of) rather than the product, so that people will choose products that match their own self-image due to particular connotations such as a range of values. Therefore the product’s function becomes less important than its value as a creator of self-image. Therefore instead of true individualism there is a desire to conform to ideas of self-image provided by large corporations. Thus being defined by brands and products, rather than by authentic human experience. 

Postmodern critics see the construction of identity through media representations as being shallow, leading to a culture that values ‘style over substance’.

This dominance of mass media Baudrillard calls ‘media saturation’ leading to high cultural value being placed on external factors such as physical beauty and fashion sense over internal traits such as intelligence or compassion. The media provides images, products, role models and the ideas that we use to help construct an idea of identity and image has been tackled widely in film. Eg. superhero films tend to explore true identity creating

a new persona and image for their heroic deeds.

Who will we be?

Through the anonymity of the internet and the possibilities by avatars, we have more control over our public image now than ever before.

Chandler observed that:

"...constructing a personal home page can be seen as shaping not only the materials but also (in part through manipulating the various materials) one’s identity."

Chandler analyses the way that self-image is communicated through the technical and artistic decisions made in a ‘home page’ yet is now replaced by social media. Nevertheless, despite this corporate control of what Chandler calls ‘materials’, social networking sites allow participants to create a public image of themselves to be consumed as a media product by others – and this is part of the appeal. Another technical development of data mining allows corporations to create products designed to meet the needs we reveal in our personal information. Thus suggesting a commodification of self-image and identity – we end up selling our selves.

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

Tumblr - Unique, different, expressive, artistic, focus on alternative subjects, importance on education, experience, mental health, beauty, humor, mixed community.

Sony - Photography and sound importance, sleek (pretty), quality. 

Outfit - Different styles, changing with mood and season, different aspects of self (eg. quiz dresses yet tammy sweaters etc.)

Youtube- Expression, music, sharing, undiscovered talent, humor, talented, aesthetic. 

Galaxy - Quality chocolate? indulgence, affordable and tasty? 

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

Style over substance suggests that value is placed on shallow appearance rather than quality. Yes i do agree because a lot of products etc. are shared through a photo format where we are given a visual representation of the product/ lifestyle etc. yet have no firsthand/direct experience with it. E.g. ordering that dress online that looked pretty on a model but was horrible quality when you actually find it, yet it still looks good to wear but you know the moment some touches the fabric? 

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

As previously said above :

This dominance of mass media Baudrillard calls ‘media saturation’ leading to high cultural value being placed on external factors such as physical beauty and fashion sense over internal traits such as intelligence or compassion. The media provides images, products, role models and the ideas that we use to help construct an idea of identity and image has been tackled widely in film.

Further research: 

A concept of symbolic exchange takes place creating and how the media (McLuhan) is 'the medium is the message' suggesting that the form of media we're receiving imposes itself suggesting our level of private and social lives. Therefore the media changes the way we interact wit the world around us. Baudrillard also suggested that "television encourages indifference, distance and apathy.. in anesthetists the imagination" (1991)

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?

Id like to think that the way i present myself on social media is an accurate perception of myself. When i post on social media it is usually a picture that i'm proud of, a quote to describe how i'm feeling/thinking or advice that i agree with. I also tend to Snapchat more normal things that tend to make me who i am such as the books i'm reading, the videos i'm watching, the music i'm listening to etc. which are a realistic view of who i am. 

However, when i used to use Facebook i used to have to mediate what i was posting and doing because i had family on my account and knew they would disapprove or particular things which i didn't therefore share. But then again i now have a family account that i don't really use so i don't have to filter the content i'm posting as much because i don't have them on it. 

But realistically speaking in terms of Instagram etc. you sometimes are thinking of other factors eg. does it match my theme etc? so it isn't always reflecting me as such but the theme i've created. Moreover, i'm more likely to share a happy moment rather than a sad one. AND i tend to go back and delete posts that just are 'me' anymore. 

Therefore i do believe that my social media is an aspect of my true identity just not all of it eg. what i post on my Snapchat is different to my Instagram compared to my Tumblr purely based on the platform and who i have on it. I've also read that the internet is potentially more of our 'ideal self' who we want to be, aspire to be, rather than who we are - but id like to think that IS part of my true identity already (i just don't have the money etc for it yet)

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 don't mind to a certain extent. The things i like, do etc. are things that make me who i am so it usually is an accurate perception of what id like to buy so i don't mind. What i don't appreciate is when they get it wrong or over exaggerate a particular aspect e.g. liking that one picture of someone smoking because it was aesthetically pleasing but then your suggested all these weird accounts etc. I do however, think the over commercialization of trying to sell me something 24/7 i HATE adverts especially when they get in the way of my content. I don't mind being recommended something but in a way which isn't annoying and very abrupt e'g. pop ups that i cant scroll past or ex?