1. Collective Identity
Introduction and Theory

2. What is ‘Collective Identity’?
• “The concept of a collective identity refers to a set of individuals' sense of
belonging to the group or collective. For the individual, the identity derived from
the collective shapes a part of his or her personal identity. It is possible, at times,
that this sense of belonging to a particular group will be so strong that it will
trump other aspects of the person's personal identity.”
• Collective Identity.net
• “A collective identity may have been first constructed by outsiders who may still
enforce it, but depends on some acceptance by those to whom it is applied.
Collective identities are expressed in cultural materials – names, narratives,
symbols, verbal styles, rituals, clothing.”
• Francesca Poletta, James M Jasper

3. What is ‘Collective Identity’?
• Identity is complicated- everybody thinks they’ve got one”
• David Gauntlett
• “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

4. What is ‘Collective Identity’?
• In pairs consider the following:
• What contributes to your identity?
• What influences your identity?
• Do you ‘belong’ to a particular group or collective?

5. •?

6. What is ‘Collective Identity’?
• Blog task: What do you understand about the term ‘Collective
Identity’?
• How is a ‘collective identity’ constructed?
• For example: According to…….., identity is……….., and an example of
this is……….

7. What is ‘Collective Identity’?
• Blog task: Explore uktribes.com and research the various tribes and
stereotypes that exist within youth culture.
• What defines them as a ‘group’?
• Blog two examples (e.g. Stereotype followed by what defines them)

8. What is ‘Collective Identity’?
• What do these different groups suggest about the collective identity
of youth and how it’s perceived?
• Do you think that media portrayal of these groups is positive or
negative?
• Any examples? (Film, TV Music, News etc.)

9. Dick Hebdige
• He examines how young people construct their identity through
fashion and musical influence
• He focused on the reality of youth culture
• The Collective Identity of Youth is derived from many different sub
groups yet overriding representations of youth still exist

10. Dick Hebdige
• Youth sub-cultures are a way for young people to express their
opposition to society, and to challenge hegemony
• In this context you can consider how the working class youths’
behavior is a response to their position in society (e.g. class envy)

11. Barnardo’s TV Advert

12. Barnardo’s TV Advert
• Do you agree that this is how youth are perceived today?
• Is this representation often used in the media?
• When is it not?
• Can we explore anything more? (e.g. class, race and youth)

13. Blog Task
• Blog task: Blog notes on what identity is.
• How is it constructed?
• What influences it?
• What overriding representation of youth is portrayed in the media?
• How is youth culture made up by different sub-cultures?
• Reference theorists and apply examples