IDENTITY THEORY - DAVID GAUNTLETT

• Gauntlett explained how identities and gender could be linked with the influence of mass media. He believed however that the mass media was not that influential in explaining people's identities and, active users of the media called 'prosumers' are the future.
• Gauntlett that said that representations in the media used to be binary and very simple (e.g. men went to work and women were domesticated) but are now increasingly diverse.
• Modern audiences are able to see a much wider range of representations in media products and that they are able to pic n mix their own identities from the choices they see.
• In the past there were very straightforward representations of identity