David Gauntlett's Arguments against the effects tradition.

  David Gauntlett - University of Westminster

To assert that, say, 'media violence' will bring negative consequences is not only to presume that depictions of violence in the media will always be promoting antisocial behaviour, and that such a category exists and makes sense, as noted above, but also assumes that the medium holds a singular message which will be carried unproblematically to the audience. The effects model therefore performs the double deception of presuming (a) that the media presents a singular and clear-cut 'message', and (b) that the proponents of the effects model are in a position to identify what that message is.

http://www.theory.org.uk/david/effects.htm

Summarise David Gauntlett's 10 criticisms of the effects tradition. One or two sentences for each point, max!

Mediation and Mediated Identity - Theories and Homework

Here is my powerpoint on Mediation, Negotiation, and the Mediated nature of collective identity.

The important thing to grasp is the idea of a negotiated sense of identity that we create in combination with both ourselves and our media role models and influences.

In other words we create our identity based on the media we consume and the people in the media we see, in combination with our own personality. (Hall, Poletta & Jasper, & Gauntlett both can support this).

De Zengotita believes that as we assimilate almost all information and messages via the media, that our identity is now almost entirely mediated (negotiated between the media and the audience.)

Whereas Althusser believes we are constructed by the media, and believe its messages to be real, and that we as individuals do not affect this (everyone is affected in the same way)

Mediation and Collective Identity

For your homework can you think of and find answers and examples to the following questions:

1. Can you personally relate to the idea of creating identity using the media? Are there any characters or media personalities who you feel represent you?
2. Can you think of any examples of Collective Identities being heavily influenced and define themselves by the media? Particularly youth sub-cultures that are often defined by the type of media they consume:
3. Are there identities that are often constructed then perpetuated by the media? Eg. ‘The Chav’ Or are there individuals? Eg. Amy Winehouse
4. How can these media identities influence others? Eg ‘Skins Parties’
5. In an Internet ‘We Media’ world how can we use the media to create identities? Eg. Online Fandoms, YouTube, instagram

David Gauntlett on Identity (2002)

Have a look at this extract from David Gauntlett's book on Media Identity Theory. (2002, revised in 2008)

http://www.theoryhead.com/gender/extract.htm

Find some quotes to support your ideas and research about collective identity of youth

Introduction to G326 Section B

Here is my presentation introducing collective identity and G325.

Make sure you note down the thoughts about  Collective Identity from Polletta and Jasper,  and Gauntlett's ideas about identity and role models.