1) Read the article and summarise each section in one sentence, starting with the section 'Who are you?'
; Who are you - The image we construct to communicate our identity. The active decision to construct an image of our identities yet there is a difference between the person we think we are, the person we want to be and the person we want to be seen to be. Usually the culture surrounding us changes this.
; I think, therefore I am - How our identities were/are defined. Identity used to be seen as fixed and predetermined by social construct; based around aspects outside of our selves such as class, religion, gender and roles determined by the family we were born into. [CAGE] the notion of the individual was more more an external image of the individual internalising their social position rather than being more centred.
; From citizen to consumer - Encouragement of adopting an identity. Edward Bernays said 'active citizens but as passive consumers’ suggesting that the consumer boom meant advertising and marketing appeal much more desires to make wants seem like needs (creating wants and desires) a concept explored by Frued; need to feel the pleasure of having our desires met. Suggesting that it appeals to our id( based on irrational desires) Therefore the early part of the 20th century explored self-image as largely being based around the notion of fitting in and conforming to social expectations.
; The rise of the individual - Rise of individualise. By the late 1960s and 1970s individualism was more of a concept. During the second half of the 20th century, people began defining themselves as individuals( different, unique) and empowered. Lacan's view of the ‘fragmented self' - we have many identities that depend on circumstance and relationship. Often leaving us feeling incomplete so we seek to complete our selves by imagining an ideal state of self.
; Branding and lifestyle - Branding and the creator of self-image. The 70s and 80s saw the rise of lifestyle marketing and the importance of brands. Advertisers sell the 'personality' (of) rather than the product, so that people will choose products that match their own self-image due to particular connotations such as a range of values.instead of true individualism there is a desire to conform to ideas of self-image provided by large corporations. Thus being defined by brands and products, rather than by authentic human experience. Postmodern critics see the construction of identity through media representations as being shallow, leading to a culture that values ‘style over substance’. This dominance of mass media Baudrillard calls ‘media saturation’ leading to high cultural value being placed on external factors such as physical beauty and fashion sense over internal traits such as intelligence or compassion. The media provides images, products, role models and the ideas that we use to help construct an idea of identity and image has been tackled widely in film
; Who will we be - Next step in the commodification of self image and identity. self-image is communicated through the technical and artistic decisions made in a ‘home page’ yet is now replaced by social media according to Chandler. Another technical development of data mining allows corporations to create products designed to meet the needs we reveal in our personal information. Thus suggesting a commodification of self-image and identity – we end up selling our selves.
2) List five brands you are happy to be associated with and explain how they reflect your sense of identity.
- Instagram - photography, capturing and approaching our everyday surroundings - the simple but yet attractive things.
- Apple - being unique and different despite majority of being having an apple product.
- Topshop - representative of my individualism, comfort.
- Lush - Fresh, colourful, comfort of my own skin.
- Youtube - entertaining, flexible and board content, calm
3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?
I do agree with the view of the modern media all about style and appliance of an individual instead of seeing the individual for who they actually are. At times some audience dress and have a different style to their identity but it should never allow someone to judge. Personally i think that style over substance means that what impressions people would get from just looking at you and not who you are as a person.
4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.
The increasing dominance of the media and what Baudrillard calls 'media saturation' results in high culture value being places on external facts such as physical beauty and fashion sense over internal trails such as intelligence or compassion. In the media and consumer society, the culture and consumption becoming depriving individuals of possibility maintaining individuality and self-determination.
5) Is your presence on social media an accurate reflection of who you are? Have you ever added or removed a picture from a social media site purely because of what it says about the type of person you are?
6) What is your opinion on 'data mining'? Are you happy for companies to sell you products based on your social media presence and online search terms? Is this an invasion of privacy?
I do think that data mining is good way for companies to sell their products and reach a wide range of customers based on their social media presence and online search terms because is just suggestions to what people are searching online. Though, i would argue that sometimes it does it get a little too much, there are always limited to things, i would mind it if its a bit too much and occurring everywhere. I don't think it should matter to an audience unless they have something to hide, but no, I don't mind data mining.
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