Identity can be argued to be something unique to each of us that we assume is more or less consistent over time. Our identity is something we uniquely posses: it is what distinguishes us from others. David Buckingham - 2008 - argues identity is complicated and complex.
Collective identity - the individuals sense of belonging to a group who share a set of traditions and values , part of personal identity.
Representation - any consideration of a 'collective identity' must take into account the role that representation plays within the construction of a media text.
not just representations from mainstream media but also through self construction by users of media
David Buckingham - A focus on identity requires us to pay closer attention to the ways in which media and technologies are used in everyday life and their consequences for social groups.
David Gauntlett - identity is now consciously constructed and the media provides some of the tools to help us construct our identities. The media contains a huge number of messages about identity and acceptable lifestyles.
At the same time the public have their own diverse set of feelings. The media and media consumer are engaged in a dialogue in which neither overpowers the other.
Anthony Giddens - there is a social structure which shapes our lives ( traditions, institutions moral clades, established ways of doing things) but it relies on individuals following these structures.
When they act differently the social structure can change. Structuration is the process in which human agency and social structure are in a constant relationship + social structure is reproduced by the repetition of acts by individual people and can therefore change.
Items that represent youth:
- Phones and technology
- Parties
- Alcohol and drugs
- Music - 1D Justin Bieber, Stormzy
- Fashion - hoodies
- Sport - football and rugby
- Moped, bike
- Fast food
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