Identity Theory - David Gauntlett
- Created by: orlamaisie
- Created on: 14-02-22 09:32
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- Identity Theory - David Gauntlett
- More access to media products/channels has resulted in a diversity of choice that has changed the way audiences use media products - viewers are ACTIVE rather than PASSIVE consumers
- Audiences have more CONTROL over the way they use the media to craft their identities
- In the past - who we are is determined by long standing social customs/traditions/codes. identities are FIXED. roles of masculinity/femininity are stereotypical and reinforced by ideology
- Late modernity - Post WW2, a relaxing of rigid social roles...impact of globalisation - individuals are exposed to a diversity of views/values/identities...individuals relaise they can shape their own identity. Audiences are in control...we can escape narrow gender/class based roles prescribed by society
- 'The Reflective Project of the Self'
- Late modernity - Post WW2, a relaxing of rigid social roles...impact of globalisation - individuals are exposed to a diversity of views/values/identities...individuals relaise they can shape their own identity. Audiences are in control...we can escape narrow gender/class based roles prescribed by society
- The birth of multi-protagonist TV drama enhanced the notion that identity is fluid. Audiences can pick a favourite character they most identify with
- The media facilitates identity play
- Most story structures are concerned with the tranformation of a central character - we can "borow from these stories when shaping narratives of the self"
- Most producers provide their fictional leads with character weaknesses or with quests that need to be completed if they are to gain happiness. The transformations offered suggest our identities are NOT FIXED but can be altered if we are motivated to change who we are
- Audiences play an ACTIVE role in using media to construct non-traditional identities
- BUT - the weight of traditional representations do NOT enable limitless versions of ethnicities/gender
- The media manufactures "narrow interpretations of certain roles or lifestyle
- More access to media products/channels has resulted in a diversity of choice that has changed the way audiences use media products - viewers are ACTIVE rather than PASSIVE consumers
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