Gauntlett / Collective Identity Factsheet

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1) What is collective identity? Write your own definition in as close to 50 words as possible.

A 'collective' identity is when a collection of people share similar understanding of the world as well as similar traditions and values. 

2) Complete the task on the factsheet (page 1) - write a list of as many things as you can that represent Britain. What do they have in common? Have you represented the whole of Britain or just one aspect/viewpoint?

- British flag               - Cricket 
- Fish and chips          - Parliament 
- Central London        - Pubs    
- Rainy weather         - Royal family 
- Football                  - The Beatles 

3) How does James May's Top Toys offer a nostalgic representation of Britain?

James May's Top looks at the British culture and history that quite a lot of people are interested in. He chooses to look at toys of his youth which allows the audience to reminisce their own childhood and memories associated with the toys. It creates a sense of nostalgia because the audience want to go back to their childhood where life was simpler then than now.
4) How has new technology changed collective identity?

New technology has allowed consumers to engage in cultural aspects that interests them the most. Digital/social media allows consumers to create their own products and profiles that represent themselves which means that there is more variation in the media texts being produced which suggests there isn't a collective identity anymore as people don't have similar views.

5) What phrase does David Gauntlett (2008) use to describe this new focus on identity?

Gauntlett uses the phrase 'Make and Connect Agenda' to describe the new focus on identity. He suggests that it is important to think of audiences not just as consumers but as producers of media material.

6) What does Gauntlett suggest about creativity and identity?

He argues there has been a shift between the 'sit-back and be told culture' to 'making and doing culture', and suggests that harnessing creativity from the internet and real life will affect how collective identity is created.

7) How does the Shaun of the Dead Facebook group provide an example of Henry Jenkins' theory of interpretive communities online?

The Shaun of the Dead facebook groups are a good example of Henry Jenkins' theory because it suggests that consumers use the internet to create new identities that are related to the original text. The fans in the forum are those who identified similar things from the film as each other.

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