Identity Theory - David Gauntlett

David Gauntlett argued that;

1. We get SOME of our identity from the media.

2. In the past, representations were SIMPLE.
    Now, representations are more COMPLEX

Simple representations of masculinity.

More complex representations of masculinity.

Approaches to identity; 

Fluidity - People don’t have a fixed identity that is permanent. 

Constructed - The mass media constructs identities in the representations it offers us. These representations have a subtle influence on audience. 

Negotiated - How do we negotiated the various influences (real vs reel persona)

Collective - fandoms, or the sense of belonging to a sector of a media audience, group identity.  (personal relationships U&G)

    Gauntlett has since commented the effect new media has on identity. Now audiences are able to create their own identity and representations through social media platforms and their own content.

    There are many advantages to this, for example the representations portrayed are no longer controlled by hegemonic groups, people can share these influences and inspirations more readily with friends form their collective groups.

    There are also disadvantages, like the lack of regulation involved in social media sites, as well as the amount of fake news and disinformation that is spread. Another thing to consider is the fact that it may be difficult to distinguish between an influencers Reel and Real persona.