What does the concept of 'fluidity of identity' mean in Gauntlett's framework?

Identity is not fixed or stable but can change and evolve over time as individuals encounter new media texts, experiences and influences.

According to Gauntlett, what is meant by 'constructed identity'?

Identity is not innate or natural but is actively built by individuals through their choices, including their selection and use of media products.

If identity is constructed rather than innate, what does this imply about the relationship between individuals and media products?

Individuals actively select and use media products as part of building their own identities through personal choices.

How does Gauntlett define 'negotiated identity'?

Individuals develop their sense of self through an ongoing process of negotiation between their own desires and the expectations or influences of society and media.

What is 'collective identity' in the context of Gauntlett's theories?

A shared sense of belonging to a group, where individuals identify with others who share similar characteristics, values or media consumption patterns.

According to Gauntlett, what role does media play in identity formation?

Media provides resources and raw materials that audiences use to construct and shape their own identities, rather than simply absorbing fixed meanings.

AQA A-Level Media Studies 7572

Media Language

Topic overview Codes and conventions Constructing meaning through media language Genre, hybridity and intertextuality Viewpoints, ideology and audience interpretation Semiotics: signs and their types Semiotics: paradigm, syntagm and anchorage Barthes: denotation, connotation and myth Narratology: narrative codes and diegesis Todorov: equilibrium, disruption and new equilibrium Genre theory as summarised by Neale Structuralism: binary oppositions and mythemes Structuralism: ideological reading and deconstruction Postmodernism: pastiche, bricolage and implosion Baudrillard: simulacra, simulation and hyperreality

Media Representation

Topic overview Constructing representations Why producers make the representational choices they do Social and cultural context in representation Stereotypes: positive and negative use Under-representation and misrepresentation Representation, realism and the values it carries Industry contexts and representational choice Discourse, ideology and audience positioning Theories of representation: stereotypes and countertypes Theories of representation: misrepresentation and selective representation Theories of representation: ideology, hegemony and constructed reality Hall on representation: encoding and decoding Theories of identity as summarised by Gauntlett Feminist theories: the male gaze and patriarchy Feminist theories: van Zoonen and hooks Theories of gender performativity Theories around ethnicity and postcolonial theory

Media Industries

Topic overview Production, distribution and circulation Ownership and control Economics and funding of media industries Marketing and maintaining audiences Regulation of media in the UK Digital convergence and the individual producer Regulation in global production and circulation Curran and Seaton: regulation, deregulation and the free market Curran and Seaton: concentration, conglomerates and public service broadcasting Curran and Seaton: neo-liberalism, surveillance and privacy Curran and Seaton: the central argument Livingstone and Lunt: the public sphere and governance Livingstone and Lunt: media literacy Livingstone and Lunt: power, value and globalisation Cultural industries as summarised by Hesmondhalgh

Media Audiences

Topic overview Grouping and categorising audiences Targeting, attracting, reaching and addressing audiences Media technologies and patterns of consumption Mass and specialised audiences Niche and fan audiences Audience interpretation and its circumstances Media effects: uses and gratifications Media effects: hypodermic needle and moral panic Media effects: media literacy Bandura: social learning and imitation Cultivation theory: socialisation and the bardic function Gerbner: cultivation differential, mainstreaming and resonance Reception theory: agenda setting, framing and myth making Hall on reception: the three reading positions Fandom 'End of audience' theories

Contexts of the Media

Topic overview Social context Cultural context Economic context Political context Historical context Analysing media products in context

Media Forms and Products

Topic overview Advertising and marketing Music video Radio Newspapers Film as an industry Television Magazines Online, social and participatory media Video games

The Cross-Media Production and Assessment

Topic overview Close study products and how they are used The NEA brief and its requirements The Statement of Intent Applying the theoretical framework in production Producing across platforms for a specified audience Extended response and synopticity

Media Representation

Theories of identity as summarised by Gauntlett

2 things to know
Media One and Media Two

Overview

Fluidity, constructed, negotiated and collective identity, and media as resources audiences pick and mix from.

What you need to know

Answer each one before you reveal it.

Your recallNot started

Who and when

What does Gauntlett argue about identity and media?

Key term

How does Gauntlett describe what audiences do with representations?

Questions from this subtopic

Each one with the model answer underneath.

1
What does the concept of 'fluidity of identity' mean in Gauntlett's framework?
Model answer
Identity is not fixed or stable but can change and evolve over time as individuals encounter new media texts, experiences and influences.
2
According to Gauntlett, what is meant by 'constructed identity'?
Model answer
Identity is not innate or natural but is actively built by individuals through their choices, including their selection and use of media products.
3
If identity is constructed rather than innate, what does this imply about the relationship between individuals and media products?
Model answer
Individuals actively select and use media products as part of building their own identities through personal choices.
4
How does Gauntlett define 'negotiated identity'?
Model answer
Individuals develop their sense of self through an ongoing process of negotiation between their own desires and the expectations or influences of society and media.
5
What is 'collective identity' in the context of Gauntlett's theories?
Model answer
A shared sense of belonging to a group, where individuals identify with others who share similar characteristics, values or media consumption patterns.
6
According to Gauntlett, what role does media play in identity formation?
Model answer
Media provides resources and raw materials that audiences use to construct and shape their own identities, rather than simply absorbing fixed meanings.

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Media Language

Media Representation

Media Industries

Media Audiences

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Postmodernism holds that the hierarchy has .

collapsedstrengthenedwidened

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Rapid timed gap-fills on the terms and numbers you need to recall without thinking.

AAccessing media forms the first component.

BUnderstanding media content forms the second.

CCritically evaluating content forms the third.

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Denotation means the literal, common-sense meaning of a sign.

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