1. Collective Identity
Lesson Two

2. What is identity?
• Identity can be argued to be something
unique to each of us that we assume is more
or less consistent (and hence the same) over
time…our identity is something we uniquely
possess: it is what distinguishes us from
others.
David Buckingham 2008 argues identity is
complicated/ complex.

3. Collective identity
• Collective identity: the individuals sense of
belonging to a group who share a set of
traditions and values, (part of personal
identity).
• Representation: any consideration of a
‘collective identity’ must take into account the
role that representation plays within the of
the construction of a media text.

4. What collective identity can mean
• Not just representations from mainstream media but
also through self construction by users of media.
• “ A focus on Identity requires us to pay closer attention
to the ways in which media and technologies are used
in everyday life and their consequences for social
groups”
David Buckingham
• Communities formed from shared identity. E.g.
age/gender/ethnicity/political ideas etc.

5. TASK
• List as many items as you can which you think
represent young people. This list can include
household items, locations, food, sports,
transport and celebrities.

6. Task continued
• Think about why you choose these items.
• Now circle those who you think contribute to
your identity!

7. Task with partner
• Here are two identity theorists:
• David Gauntlett
• Anthony Giddens
What is their theory/argument on identity?

8. David Gauntlett
• identity is now consciously constructed, and
the media provides some of the tools to help
us construct our identities. The media
contains a huge number of messages about
identity and acceptable lifestyles. At the same
time the public have their own diverse set of
feelings. The media and media consumers are
engaged in a dialogue in which neither
overpowers the other.

9. Anthony Giddens
• There is a social structure which shapes our lives
(traditions, institutions, moral codes, established
ways of doing things), but it relies on individuals
following these structures.
• When they act differently the social structure can
change. Structuration is the process in which
human agency and social structure are in a
constant relationship ± the social structure is
reproduced by the repetition of acts by individual
people (and can therefore change)

10. Our study focus
For the exam we will focus on
• collective identity and young people
• collective identity and gender.
• This will then give you the opportunity to pick
one focus for your answer.
• We will begin with the focus on youth!

11. Material For Youth
CONTEMPORARY
• Attack the Block 2011
• Fish Tank 2009
• Inbetweeners (Film)
• Misfits
• Skins
• Top Boy
HISTORICAL
• To Sir with Love 1967 (film)
• The young ones 1961/ Good Manners 1930 (TV)

12. Task
• In order to familiarise yourself with the
material you will complete a 15 min research
task discovering the synopsis for each text.
• You can cover this with a partner.