Identity and the wider media

1) The Factsheet discusses how identity is a complex subject. What does it suggest defines our identity?

Identity is a very complex subject. How we define ourselves is based on a complex set of relationships but we can think about our idea of ‘self’ as being:

• who we think we are

• who we want to be… and

• who we think others think we are

We define ourselves in many different ways and our identities come from the individualised experiences we have. We create a range of identities that change depending on the context we find ourselves in and our relationships with other people. Part of the process of constructing our identities comes from our relationship with the media. As an audience member we may select and use the media that we feel best reflects our identity at any given time.

2) Complete the task on page 2: suggest media texts that could reinforce that someone is non-mainstream; edgy; a pleasure seeker; fashionable; witty and fun; cutting-edge.

Non-mainstream = Alternative music magazines; Indie

Edgy = The Human Centipede

A Pleasure Seeker = Adventure magazines, holiday/trip magazines 

Fashionable = Fashion magazines; Vogue

Witty and Fun = Comedy films; Sean of the Dead

Cutting-edge = Technological advancements in broadcast, futuristic programmes/films; Humans

3) What examples are suggested for a case study on urban youth?

The Jeremy Kyle Show - portrays chavs and the working class in a negative light 

Eden Lake and Harry Brown created moral panics as they put the role of the working class urban youth in the position of the villain. 

4) What does Hebdige argue with regards to youth culture?

Richard Hebdige says that youth cultures show their resistance to the dominant culture through their style choices. Urban youth can show itself to be outside the mainstream by adopting the uniform that is feared by mainstream culture and they learn about this fear in the media representations. 

5) What other theorists are referenced alongside Hebdige? How do they link to the issue of youth identity?

The media continues to represent these youths as deviant in an attempt to reinforce mainstream values (Acland) but of course these representations are constructed by people outside this group (Perkins) and in this case can be seen to be a reflection of adult culture’s fear of urban youth (Giroux). Those within the group though have their status as outsiders reinforced.

6) How can we link our Year 12 case study on Ill Manors to youth and identity? What specific examples from the case study could be used to discuss Hebdige’s theory that youth culture challenges mainstream culture and dominant ideologies?

Wearing the same clothes and having the same values can allow audience members to identify with a group and so become an important part of the ‘construction of self’. Artists like Plan B and Jessie J use this sense of collective identity to tap into their target audience’s sense of both self and collective identity and uses this to promote the artists and their music. The fact that Plan B and Jessie J are graduates of stage school identifies clearly that these urban identity can be adopted and constructed.

7) What does theorist David Gauntlett suggest regarding the media’s influence over the construction of identities?

Theorist David Gauntlett claims that the media have influence on identity construction and so the way the media stereotypes groups may become part of how individuals see themselves and media institutions are able to use this to sell their products.

8) Do you agree that Hebdige’s view that youth culture will always seek to resist mainstream culture and challenge dominant ideologies?

I agree that the youth culture does want to resist mainstream culture and challenge dominant ideologies however it is also interesting to notice that they have created a new identity which most youths conform to. This reveals the power of role models upon youth and how the culture has become a mainstream brand.