The document provides guidance for writing an essay on collective identity and the effects of media over time. It outlines key points to address in each section of the essay, including: 1) Discussing early media theories like the hypodermic needle theory and how audiences are now seen as active. Reference theories like uses and gratifications and cultural effects. 2) Link how media affects audiences' identities and how stereotyping plays a role. Discuss youth subcultures' changing stereotypes over time. 3) Analyze the film "The Selfish Giant" and how it represents a white working class youth, linking examples to relevant class or social theories. Compare to other representations of youth. 4

1. Collective Identity Essay
Progress Analysis
LO: To ensure your essay covers the
expectations of the marking criteria.

2. Introduction
Your introduction will be brief and will discuss the purpose of the
essay. You may also want to mention that you will refer to case
studies from various areas of the media with links to relevant
theories/theorists.

3. Historical Effects of the Media
Some points to Consider (this list is not exhaustive):
• Highlight the Hypodermic Needle Theory and its shortcomings in
seeing audiences as passive
• Discuss the opposition of passive, the Active audiences (possible
link to the Social Learning theory and Bandura, Direct Effects
theory, etc.)
• Consider referring to the Two Step Flow theory (passive)
• Uses and Gratifications Theory – shift of focus from what the
media does to what people do with the media
• Cultural Effects Theory – Gerbner and effects of TV violence
Ensure that you comment on the effects the media has on
audiences (and the theory that has been linked to this over time)
and what audiences do with the media they consume.

4. Highlighting Identity
Some points to Consider (this list is not exhaustive):
• Make a link between the discussion of the effects the media have
and identity
• Consider the possibility of referring to a quote such as Gauntlett’s
quote “Identity is complicated: everyone thinks they’ve got one…”
• Draw in stereotyping and how it is relevant
• Discuss stereotyping of youth over time; refer to the representation
of different subcultures
Link your discussion based on the effects of the media with
identity and how it is constructed. You should also link
stereotyping at this point; it would be wise to briefly discuss the
stereotypes of youth culture over time at this point.

5. Case Study 1: The Selfish Giant
Some points to Consider (this list is not exhaustive):
• Remember The Selfish Giant only represents a certain area of
youth; in particular the film focuses on a particular social class
(white working class)
• Refer to theories that link to the representation of social class or
have a definite link to what your are discussing/referring to
• At the end of this paragraph it would be beneficial to comment on
the representation of another social class such as those in
‘Inbetweeners’ or the film ‘If’
Refer to your first case study discussing how youth is
represented in contemporary film. Briefly introduce your case
study and then refer to specific examples that you can link with
the relevant theories/theorists in a discussion of the
representation of youth.

6. Case Study 2: Top Boy Season 2
Some points to Consider (this list is not exhaustive):
• Again be aware that certain areas will be focused on in Top Boy
(these will center on class and ethnicity) so relate to theories that
are relevant
• Top Boy will give you the opportunity to discuss the representation
of female youths so make sure you do this
• At the end of this paragraph it would be beneficial to comment on
similar representations evidenced in other areas of the media such
as that of the London Riots in print media.
Refer to your second case study discussing how youth is
represented in contemporary television. Briefly introduce your
case study and then refer to specific examples that you can link
with the relevant theories/theorists in a discussion of the
representation of youth.