Identity theories
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Identity theories






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Identity theories Presentation Transcript

  • 1. Stryker, Althusser and Marcuse Theories on
  • 2. Althusser’s Theory Althusser’s concept of ‘interpellation’ purported to show how an individuals identity or sense of self is absorbed in and produced by the dominant ideologies within a society
  • 3. Althusser’s Theory Interpellation occurs when a person connects with a media text: when we enjoy a TV show, for example, this uncritical consumption means that the text has interpellated us into a certain set of assumptions.
  • 4. Althusser’s Theory In other word, we are interpellated (seduced) into a certain view from the media we consume. For example a lifestyle magazine using glamorous photography to interpllate its readers into a particular world view, or certain identity representations on TV or Film which interpllate viewers into certain beliefs.Media, Gender and Identity (David Gauntlett)
  • 5. Stykers Theory Stykers (1980) identity salience hierarchy refers to the ordering of identities into a hierarchy in such a way that the higher the positioning of a particular identity, the higher the probability of its activation
  • 6. Stykers Theory Identity salience is defined as the probability of a particular identity being invoked by self or others within or across social situations. While an identity is often invoked wilfully, the role of commitment could change the salience.
  • 7. Stykers Theory Example question to illustrate how salience and commitment are related to identity: Why does one parent, given a free weekend, spend it playing golf with friends while another takes his or her children to the zoo?
  • 8. Stykers Theory: discussion Golfer identity> Parent identity> Salience= the importance of a specific identity Commitment= could change which identity is higher up the hierarchy.
  • 9. Marcuse Theory Marcuse’s account of identity formation is negative as he is mainly concerned with the political and social forces that limit identity formation. Marcuse focuses on the constraints placed on identity formation.
  • 10. Marcuse Theory His central argument is that identity formation is controlled by the forces of consumerism and technology, leaving no room for the internal ego identity, the inner self, to develop.
  • 11. Marcuse Theory Marcuse argues that society creates false needs which divert us from our private identity. These false needs are created through advertising and the media in general, emphasising the need to behave and consume like everybody else.From Chicago to Frankfurt: Goffman and Marcuse on Identity 3 April 2006
  • 12. Activity Argue ways that you could relate each theorists argument to our case study texts. E20 Inbetweeners Attack the Block