Fluidity of Identity

Gauntlett commented on the changing representation of men and women in mainstream media. For example, the depiction of the passive housewife throughout the twentieth century was being increasingly replaced by images of assertive women taking control of their lives, epitomised by the “girl power” endorsed by the Spice Girls. The representation of men being active and confident was giving way to a more introspective and emotionally-aware version of masculinity. Despite the old binary representations still finding their way to the front covers of magazines and forming the narrative of most Hollywood blockbusters, there is now a “greater diversity of identities”.

Constructed Identity

Although the representation of femininity and masculinity might be shifting, they will still offer a variety of cues we can use in the meaningful construction of our identity. The magazines we read or the films we watch all provide information about ways of living which we can purposely and knowingly integrate into our own relationships and lifestyles. For instance, we value the ideas expressed by the contemporary opinion leaders who dominate our social media feeds. If an influencer suggests we should visit a particular shop or buy a certain brand, we might act on that advice. The representation of characters in a sitcom or a film could help us discover our own identity. This concept of the constructed identity is similar to the symbolic modelling in Albert Bandura’s social learning theory which argues children learn behaviour from the role models they see on television.

Negotiated Identity

The media can help us establish our own identity – no matter what texts we choose to consume, there will certain representations of gender that will appeal to our own sensibilities. However, there might be some tension between this construct and how we present ourselves to the world. Whether it is our relationships, interests or careers, we want to engage with others but still retain some individuality. Therefore, as Goffman argued, we need to reach a “working consensus” or agreement regarding the roles each person will assume in any interaction. A negotiated identity is a balance between our own desires and meeting the expectations of others.

Collective Identity

In terms of media studies, collective identity refers to our sense of belonging to group, especially because there is shared interest or love for a media text. Fandoms are an excellent example of this cultural experience because they try to define and develop a way of life.