2. • First thing to deal with is this idea of identity being
‘mediated’:
• One definition of ‘mediation’ – ‘a negotiation to
resolve differences’ is useful as it introduce the idea of
us using negotiated readings of media to help us
construct media. So not taking the messages at face
value but understanding them in context and using our
own experience.
• Then there’s Thomas de Zengotita use of the word for
his book Mediated: The Hidden Effects of the Media on
You and Your World in which he asserts that almost
everything (info, values, news, role models) comes to
us through some media (TV, print, web, magazines,
films) so will undoubtedly colour/influence our view
of life and therefore our own self-definition.

3. So there's the process the audiences make in
terms of understanding media representations
and relating the media representations to
themselves. Then there's looking at how the
media construct representations (making a
conscious selection of what to include and how
to present it) in order to create identities for
individuals or groups of people.

4. Judith Butler says: 'There is no gender identity
behind the expressions of gender; ... identity is
performatively constituted by the very
"expressions" that are said to be its results.' In
other words, gender is a performance; it's what
you do at particular times, rather than a
universal who you are. The idea behind this is
our identity (specifically here gender identity) is
not defined by biology but is actually a
performance learned as we grow. As media
students we can apply to our study of identity as
many of these performances and notions of
identity will be learned from the media.

5. 'The power relationship between the media and
the audience involves a 'bit of both' or to be
more precise, a lot of both. The media sends out
a huge number of messages about identity and
acceptable forms of self-expression, gender,
sexuality, and lifestyle. At the same time the
public have their own even more robust set of
diverse feelings on the issues. The media's
suggestions may be seductive but can never
simply overpower contrary feelings in the
audience'.
David Gauntlett

7. What collective identity can mean, not just
representations from mainstream media but
also through self construction by users of media.
“ 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
Communities formed from shared identity. E.g.
age/gender/ethnicity/political ideas etc

8. David Gauntlett
Identity is now consciously constructed, and the
media provides some of the tools to help us
construct our identities. The media contains a
huge number of messages about identity and
acceptable lifestyles. At the same time the
public have their own diverse set of feelings. The
media and media consumers are engaged in a
dialogue in which neither overpowers the other.

9. http://www.youtube.com/watch?v=9scGcxFTpH
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