Precis of collective identity. (abit rough)

Collective identity is the idea that we are shaped by media, myth and other factors in creating our own identities and others. There is a large debate about whether we create our own identities or whether they are created by our cultural influences such as the media telling us what we should be like.

There are arguments on both sides for this- the various media-audience models show either that media does influence us (hypothermic needle model, and study on magazines and their affect on how people view themselves compared to it’s content.) or the “gratifications model” which suggests that as an active audience we pick what we read, and that our identity can be created ourselves- the media world is just a guideline. (this is based on research around “men’s health” readers and more post modern readings.) There is a lot of evidence either way. Therefore, it is hard to say that we are completely influenced by the media to create an identity.

However, in the study of British-ness, it can be claimed that there is some influence. An example is in British cinema- this media has been said to represent British Identity, for example, the rise of Richard Curtis films could be said to mirror the hopefulness in the rise of New Labour. However, the Curtis films are for an international audience- mostly American, the largest audience.

This is another aspect of identity-are we represented by other countries ideas, or our own ideologies? Because America is the largest audience, often British films try to pander to their discourses of Britain- this is in their comfort zone. Therefore, the most “successful” films are the ones which appeal to this stereotype- so we are more likely to identify with the Americans version of British-ness, as we see it more. In the same way, films which are social realist like Shane Meadows and Mike Leigh, and are meant to be the most “British” films, do much better in other countries- so is their input what defines us, or is it something else?

There are other things which create the British identity- moral panics are very good at creating sub groups, “them and us” scenarios-the Rave groups for example. This creates stereotypes and folk devils, and identity through the holding of common discourses. The common discourses are illustrated by TV series quite well-such as in Holly-oaks and East-enders. The creation of stereotypes in this can be said to force people to feel as if they should be like these “gender stereotypes” or else create groups who reject this stereotype. These identify groups within the culture.

Media either creates or makes identity- newspapers target readers and create “what they should be in”, generalisation in media create stereotypes, film can represent or produce a culture of people. However, none of this is as simple. There are too many people to make accurate representations-they are usually stereotypes. Also, globalisation means that cultural identity is lost by the use of internet and other countries influences- culture from them means a loss of our own. Their ideologies affect us. Again, as America has largest share of the global market and internet, they are likely to influence us the most. The internet is also very good in letting people create their own identities, so they are shaped into global identities instead.

Going a bit post-modern, what we think is “British” are most probably the leading ideologies of our time- and these need to be deconstructed to see who “owns them.” This links to feminist and Marxist readings about the owning/creation of representation which gives power of the individual.

In the end, there are thousands of different identities in Britain, and trying to see a collective identity becomes difficult. The media can be seen to construct and reinforce these identities.