David Gauntlett identity theory

• people form their identities through media products
• david gauntlett believed old media products portrayed straightforward and simple representations. in particular of gender eg strong men and nurturing wives/stay at home wives
• compared to old media products we are now getting a much more diverse range of representations, in particular with gender
• past- binary opposite simple stereotypical representations
• identity is a complex process which everybody interprets differently
• fluidity of identity- over time our identities can change and adapt and develop, it can be whatever we want it to be eg what to use how we use it
• constructed identity- we construct our identity by using different media inputs
• negotiated identity- a negotiation between the sense of what you might like to be and different media objects you experience in the way
• collective identity- a shared sense of belonging and affiliation with a group, shaping an individual's understanding of themselves and their place in the world