2. David Gauntlett
David Gauntlett (born 15
March 1971) is a British
sociologist and media
theorist. His earlier work
concerned contemporary
media audiences, and has
moved towards a focus on
the everyday making and
sharing of digital media
and social media, and the
role of such media in self-
identity and self-
expression.
3. âIdentity is complicated. Everyone thinks theyâve got one. Magazines and talk
show hosts urge us to explore our âidentityâ. Religious and national identities are at
the heart of the major international conflicts. Artists play with the idea of
âidentityâ in the modern society. Blockbuster movie superheroes have emotional
conflicts about their âtrueâ identity. And the average teenager can create three
online âidentitiesâ before breakfastâŚThinking about self-identity and individuality
can cause some anxiety â at least in cultures where individuals are encouraged to
value their personal uniqueness. Each of us would like to think â to some extent â
that we have special, personal qualities, which make us distinctive and valuable to
the other people in our lives (or potential future friends). But does this mean
anything? Is individuality an illusion? Maybe we are all incredibly similar, but are
programmed to value minuscule bits of differentiation.â
(Gaunlett, David. Creative explorations: New approaches to identities and
audiences. Routledge, London. 2007)
David Gauntlett
4. â I have argued against the view that menâs lifestyle magazines represent a
reassertion of old-fashioned masculine values, or a âback-lashâ against feminism.
Whilst certain pieces in the magazines might support such an argument, this is not
their primary purpose or selling point. Instead, their existence and popularity
shows men rather insecurely trying to find their place in the modern world,
seeking help regarding how to behave in their relationships and advice on how to
earn the attention, love and respect of women and the friendship of other men. In
post-traditional cultures, where identities are not âgivenâ but need to be
constructed and negotiated, and where an individual has to stablish their personal
ethics and mode of living, the magazines offer some reassurance to men who are
wondering âIs this right?â and âAm I doing this OK?â, enabling a more confident
management of the narrative of the selfâ
(Gaunlett, David. Media, Gender, Identity. Routledge. London. 2002)
David Gauntlett
5. ⢠The media have an important but complex relationship with
identities. In the modern world, it is now an expectation that
individuals make choices about their identity and lifestyle.
⢠Even in the traditional media, there are many diverse and
contradictory media messages that individuals can use to think
through their identities and ways of expressing themselves.
⢠For example, the increasing representation of different sexualities
has created a world where the meaning of gender, sexuality and
identity is increasingly open.
David Gauntlett
6. ⢠The online media offer people a route to self-expression, and
therefore a stronger sense of self and participating in the world by
making and exchanging.
⢠These new media platforms are places of conversation, exchange
and transformation: âa fantastically messy set of networks filled
with millions of sparks â some igniting new meanings, ideas and
passions and some just fading away.â
David Gauntlett
7. David Gauntlett: Summary
⢠The media provides us with elements (models) that we use to construct our identity (regardless of
what identity attributes we talk about: race, gender, age, national or religious identities, etc.) This point
links to the uses and gratifications theory (personal identity) as well as with Banduraâs social cognitive
theory (observational learning) and Gerbnerâs cultivation theory.
⢠We create numerous identities in a short space of time depending of the circumstances (specially
evident in the use of the social media and networking sites) This point about self-representation (the
construction of a virtual identity) links to Judith Butlerâs theory of Gender as a performance. In this
case, any aspect of identity (not just gender) is a performance.
⢠The concept of identity is therefore extremely complicated, since it seems to be changing over time
and depending on the circumstances. Additionally, Gauntlett points at the fact that Religious and
national identities are at the heart of major international conflicts.
⢠Everybody feels/thinks that they have an individual identity, as well as an identity as a member of a
wider community (national identity) or a bigger group (race, gender, age, etc.). The media today
creates a participatory culture in which audiences are also prosumers (producer and consumer of
content at the same time) This point links to Henry Jenkinâs Fandom theory and with Clay Shirkyâs End of
audience theory.
⢠We like to think we are unique, but Gauntlett questions whether this is an illusion, and we are all
much more similar than we think. This specially evident in the way mainstreamers are influenced by
the different media political fads and the different and ever changing fashion trends, as well as social
media trends and the need of people to âfit inâ socially.