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
This is when people build up their identity and it slightly changes, depending on their audiences. Now people can decide and create different genders and ideas and make it an identity, this generation allows for almost every idea and feeling to be dawned as a new identity. Different forms of media and influencers help us construct this reality.
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.