1. Connect the Learning On your own, write down your definition of identity in your books.

2. Learning Objectives To understand and define ‘identity’ To place identity in the media and how it has changed over time. To understand and define ‘identity’ To place identity in the media and how it has changed over time.

3. New Information DEFINING IDENTITY Fearson (1999) argues that ‘identity is presently used in two linked senses, which may be termed ‘social’ and personal’. In the former sense, an ‘identity’ refers simply to a social category, a set of persons marked by a label and distinguished by rules deciding membership and characteristic features or attributes. In the second sense of personal identity, an identity is some distinguishing characteristic (or characteristics) that a person takes a special pride in or views as socially consequential but more-or less unchangeable. Thus, ‘identity’ in its present incarnation has a double sense. It refers at the same time to social categories and to the sources of an individual’s self-respect or dignity. DEFINING IDENTITY Fearson (1999) argues that ‘identity is presently used in two linked senses, which may be termed ‘social’ and personal’. In the former sense, an ‘identity’ refers simply to a social category, a set of persons marked by a label and distinguished by rules deciding membership and characteristic features or attributes. In the second sense of personal identity, an identity is some distinguishing characteristic (or characteristics) that a person takes a special pride in or views as socially consequential but more-or less unchangeable. Thus, ‘identity’ in its present incarnation has a double sense. It refers at the same time to social categories and to the sources of an individual’s self-respect or dignity.

4. New Information Giddens (1991) states that identity is the way in which individuals see themselves and the way different groups in society see us. Audiences have a cultural identity, in that we belong to particular cultures and groups, and a personal identity including, for example our age, gender, sexuality and race. Task One Look at your definition with the two I have provided you with. Are they similarities? What are the differences? Task One Look at your definition with the two I have provided you with. Are they similarities? What are the differences?

5. New Information It is important to pick up on the fact that identities initially were fixed and predetermined. (Hendry, 2012) Identities were initially linked to traditional gender roles for example or cultural expectations. For example the man was the head of the household and women fulfilled a more traditional role. It is important to pick up on the fact that identities initially were fixed and predetermined. (Hendry, 2012) Identities were initially linked to traditional gender roles for example or cultural expectations. For example the man was the head of the household and women fulfilled a more traditional role.

6. New Information However, these fixed identities were soon reshaped as a shift took place from citizen to consumer. However, Hendry (2012) points out that it was not through the engagement and interaction of active audiences that identities developed and changed, but rather through the awareness of companies and advertisers that identities can be reshaped through effective persuasion of passive audiences.

7. Challenge - Discussion Look at the following images and consider how the audience is persuaded to reflect on their identities and how they are encouraged to buy into the identities presented to them. How powerful is the media in directing and persuading audiences.

8. However, there was a clear shift from the more passive response to the media to an individualised approach in the 60s and 70s where audiences started to value individualism more. An active effort was made to value unique qualities for individuals and audiences became more aware of the fact that they could reshape their identity and construct it to reflect their individualism. However, there was a clear shift from the more passive response to the media to an individualised approach in the 60s and 70s where audiences started to value individualism more. An active effort was made to value unique qualities for individuals and audiences became more aware of the fact that they could reshape their identity and construct it to reflect their individualism.

9. However, thinkers like Lacan as cited in Hendry (2012) also highlighted that individuals have a fragmented identity and this identity can comprise of many identities. This concept of self-shaping and developing of different personas or identities ties in with Sartre’s view that each individual can be what s/he wants to be, which leads to audiences exploring a range of different possibilities in how they can shape and construct their identities in different ways.

10. Late 70s The late 70s and 80s saw a stronger focus on lifestyle. Lifestyles were openly advertised and this enabled the individual to relate to the representations of his/her lifestyle and reality and enabled the individual to continue to shape the image in line with his/her vision for whichever lifestyle they wanted to subscribe to.

11. Challenge How powerful are the images to persuade audiences to reshape their identities or are they merely used to enable audiences to relate to the images and select which identity representation they might want to engage with?

12. Consider how branding is used to shape identities!

13. Demonstrate In your own words, summarise your findings today to the following questions: 1.What is identity? 2.How can it be shaped in the media today? 3.How has it changed over time? In your own words, summarise your findings today to the following questions: 1.What is identity? 2.How can it be shaped in the media today? 3.How has it changed over time?

14. Homework – Blog Entry Find additional examples of where lifestyles are advertised and also where branding is used. (min2) Upload to your blog. Write a short paragraph to explain how each of these examples are used to shape audience’s identities or how audiences are able to relate to the identities represented in these examples. Find additional examples of where lifestyles are advertised and also where branding is used. (min2) Upload to your blog. Write a short paragraph to explain how each of these examples are used to shape audience’s identities or how audiences are able to relate to the identities represented in these examples.