Identity and The Media

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Fearson 1999 definition of Identity
Argues that Identity is presently linked to two senses social and personal
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Giddens 1991 definition of identity
States that identity is the way in which individuals see themselves and the way different groups in society see us.Audienences can have a cultural identity and they can have a personal identity
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Hendry 2012 definition of identity
Identity is fixed and predetermined. Linking to traditional roles.Identity is shaped by family, citizenship, social norms and cultural expectations. Identities outside the social norm are feared.
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Consumer
The audience which is aimed at to buy/interact with the product
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Active audience
Get involved with the product
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Passive audience
Do not get involved with the product but they accept the message without question
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Hendry 2012- advertisement affects identity
Identities began to change through the increased of companies and advertisers and identities are shaped through effective persuasion from the media industry through an engagement of a passive audience soaking up materials
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The hypodermic model
The media are seen as powerful so they inject the audience who are seen to be weak and passive with information which is soaked up and so they accept the message they have to pick up
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Vance Packard
Advertisers manipulate the audience to persuade the audience to buy things they may not wish to buy
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David Gauntlett idea of identity
"identity is complicated and everyone thinks they have got one"
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Personal Identity
What makes you unique. A collection of traits that distingusihes you from others
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Collective identity
Something that is shared within a group
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Ideology definitition
Beliefs and values that a person or group may have
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Personal ideologies
The outcome of a individuals own personal experience and influence in their lives
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Cultural ideologies
Constructed via a number of institutional sources including our education system, law and religion
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Dominant ideologies
This ideology is shared by the majority. the dominant ideologies are accepted by the media, some can be less common
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Subordinate ideologies
They agree with the set of beliefs of the dominat ideology, but they challenge the belief system making them a threat o the belief system because it is different from the majority
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Radical ideologies
Direct opposition of the dominant ideology and challenges the view
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Hegemony
Leadership or dominance over social groups, states and others
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Cultural Hegemony
The ruling class is seen as the norm, benefits everyone but they are the ones in power.Linking to Dumbing down and shaping opinion
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Hegemonic Marxism
The media provide the audience and ideology that supports the capitalist system
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Capitalism
An economical and political system which the country's trade and industry is controlled by private owners for profit than the state
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Cultivation theory
Repeated exposure to the same message will have an effect on the audiences attitudes and values. The outdated concept treats the audience as passive
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Desensitization
Long term exposure to violent media makes the audience more likely to be violent
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Mean World Syndrome
The audience finds the world more dangerous than it already is
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Michel Foucault (1975)
"Media power disciplines us in order to keep the social order"
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Adorno and Horkheimer (1944)
"There is a 'culture', which exists to delude and distract us."
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Kathryn Wooward- Culture, media and identities
"Representation as a cultural process establishes individual and collective identities, and symbolic systems provide answers to the questions: who am I; what could I be; who do I want to be?"
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Card 2

Front

States that identity is the way in which individuals see themselves and the way different groups in society see us.Audienences can have a cultural identity and they can have a personal identity

Back

Giddens 1991 definition of identity

Card 3

Front

Identity is fixed and predetermined. Linking to traditional roles.Identity is shaped by family, citizenship, social norms and cultural expectations. Identities outside the social norm are feared.

Back

Preview of the back of card 3

Card 4

Front

The audience which is aimed at to buy/interact with the product

Back

Preview of the back of card 4

Card 5

Front

Get involved with the product

Back

Preview of the back of card 5
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