Media and collective identity

Read the Media Magazine article on collective identity: Self-image and the Media (MM41 - page 6). Our Media Magazine archive is here.

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

Who are you: The construction of role models and the media can influence who we want to be.

I think therefore I am: Our lives were constructed outside of ourselves; class, religion, gender and the predetermined roles that were part of the accident of the family we were born into.

From citizen to consumer: Bernays proposed ideas of originating the notions for the consumer boom of the early 20th century, inspiring a psychoanalytic take on consumerism construction by branding products depending on how it'd make people feel about themselves.

The rise of the individual: At the end of the 20th century, people began to express themselves though uniqueness and different and encouraged others to be their selves.

Branding and lifestyle: People choose products that match with their own self image.

Who will we be?: social networking sites allow participants to create a public image of themselves to be consumed as a media product by others.


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

Nike: Comfort
Dolce and Gabbana: Class
Chanel: Class
Pringles: Taste
Samsung: Simplicity

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

The expression suggests that today people focus on what you wear  and how you present yourself rather than the inner you. This can be said for people, brands or anything that can be judged through appearance. Today, we cannot deny that people like to judge others and things based on how they are presented therefore I agree.

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

Baudrillard claims that our current society has replaced all reality and meaning with symbols and signs, and that human experience is of a simulation of reality. The simulacra that Baudrillard refers to are the significations and symbolism of culture and media that construct perceived reality, the acquired understanding by which our lives and shared existence is and are rendered legible; Baudrillard believed that society has become so saturated with these simulacra and our lives so saturated with the constructs of society that all meaning was being rendered meaningless by being infinitely mutable.

 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?

To some extent. I believe that things that honest hearted people post on social media shows their morals, standards and who they are. For example, you could get to know that some like certain foods, countries and hair products through social media which I think is getting to know someone. Despite it not being an accurate reflection of who I am as I don't post much on social media, it does reflect some of my characteristics/ personality; someone who enjoys time with family, enjoys company with friends, visiting countries and attending special occasions such as weddings. I have never removed a picture but I have added a picture to show the type of person I am.

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?

It can be useful to see things that interest you on-line however to some degree, it can be an invasion of privacy. I personally dont want companies to scoop around my social media just to see what products I am interested in.