Fluidity of identity

Gauntlett commented on the changing representation of men and women in mainstream media. He states “Identity is complicated; everyone’s got one.” It is clear there is a twentieth century set of beliefs present in advertisement linking back to ‘the typical housewife’ and the ‘dominant male’.

Constructed identity

The magazines we read or the films we watch all provide information about ways we should go about our lifestyles. For example we are influenced by the ideas of which are expressed by the y opinion leaders who dominate our feeds and screens.

Negotiated identity

The media can help us establish our own identity. 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

Collective identity refers to our sense of belonging to group, especially because there is shared interest or love for a media text.