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Advertising, Marketing and Music Video

Gauntlett, identity and the audience as pick-and-mix

  • 3 things to know
  • AS Unit 1

Overview

What Gauntlett means by pick-and-mix, saying identity is constructed rather than given and how advertising sells identity rather than product information.

What you need to know

Answer each one before you reveal it.

Your recallNot started
Who and when

According to Gauntlett, how have media representations of gender changed?

Key term

Explain how a music video can act as a resource for identity.

Key term

How does Gauntlett's view differ from a media effects account of the audience?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What does David Gauntlett argue about the relationship between media and identity?

    Model answer

    Gauntlett argues that media supply a diverse set of resources from which people assemble their own identities, rather than imposing a single model on a passive audience.

  2. 2

    Explain what Gauntlett means by pick-and-mix.

    Model answer

    Pick-and-mix means audiences select the elements of media representations they find useful and ignore the rest, building a personal identity out of many different sources.

  3. 3

    According to Gauntlett, how have media representations of gender changed?

    Model answer

    Gauntlett argues that modern media offer a much wider and more contradictory range of gender identities than in the past, so audiences are no longer handed one template to follow.

  4. 4

    What is meant by saying identity is constructed rather than given?

    Model answer

    Constructed identity means a person's sense of self is built and continually revised through the choices they make and the models available to them, rather than fixed at birth by sex or class.

  5. 5

    Explain how a music video can act as a resource for identity.

    Model answer

    A viewer can adopt the style, attitude and values a performer presents, or use them to define what they are not, so the video supplies material for working out who they are.

  6. 6

    Give one criticism of Gauntlett's account of identity.

    Model answer

    Gauntlett's account may overstate audience freedom, because the range of identities on offer is still selected by commercial producers and shaped by what sells.

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