Professional Documents
Culture Documents
Briitsh Identities
Collective consciousness
Theorist: Emile Durkheim a society/group with shared beliefs and moral attitudes which operate as a unifying force within the society/group.
Interpellation
Theorist: Althusser The power of the mass media resides in their ability to place a subject in a way that their representations are taken to be reality. Interpellation process of recognition with the ideology at hand (identify with a particular idea)
Example: Su-Bo
Mass Media
Theorist: Marcuse The mass media carry with them prescribed attitudes and habits, certain intellectual and emotional reactions which bind the consumer and reduce them to a mindless mass. Resulting in Passive Audience
Example: Advertising
Asda advert Men Vs Women
Performativity
Theorist: Judith Butler identity is a performance which includes the daily behaviour (or performance) of individuals based on social norms or habits. Butler believes that identity is not a fixed state of being but a free-flowing constantly changing performance; it is about what you do rather than an essential who you are.
Construction Of Identity
Theorist: David Gauntlett
David Gauntlett's Construction of Identity is very useful as it discusses the power relationship between media and ourselves when it comes to constructing identity. 'The power relationship between the media and the audience involves a 'bit of both' or to be more precise, a lot of both. The media sends out a huge number of messages about identity and acceptable forms of self-expression, gender, sexuality, and lifestyle. At the same time the public have their own even more robust set of diverse feelings on the issues. The media's suggestions may be seductive but can never simply overpower contrary feelings in the audience. Resulting in The active audience
Blog Task
1. Are there any cultural or fashion movements taking place in Britain now, that you think would be strong enough to form a Collective Identity. 2. Argue ways that you could relate each theorists argument to one of our case study texts. (Use key scenes to support you answers)