1. HENRI TAJFEL:
DAVID GAUNTLETT: There is a distinct ‘in and ‘out’ group discrimination.
Identity is complicated everybody thinks they’ve got An individuals self esteem is maintaining by being
one. The power relationship between the media and part of the group. This relates to subcultures in
the audience involved a ‘bit of both’ or a lot of both. society and peer pressure gangs that are formed.
‘identities are not ‘given’ but are constructed and This is evident in the London Riots as newspapers
negotiated. and online press represented youths as a dominant
This can be applied to can be applied to Films such as group looting and causing destruction in society they
‘Bend it like beckham’ that make religion the subject portrayed photos of youths dressed in hoodies,
matter and show character who are unsure about their trainers and tracksuits which is a symbol of their
religion. Films like these are significant as they give subculture. This representation created moral panic
young people who are in a similar situation a sense of in society.
reality as they are able to identify with characters and Films such as Kidulthood and Rebel Without a Cause
also negotiate their identity rather than going to their show distinct variations of groups.
priest or a religious person for answers to questions In Snoop Dogg’s video ‘Drop It like Its Hot’ he speaks
they may have. about the ‘Crip side’ which is a reference to gang
In 'Kidulthood' as there is a variation of characters that culture and shows a bandana which is a symbol of
each has their own identity. his gang. This symbolic representation can have a
knock on effect on young males and encourage them
to join a gang or continue to be a part of that
culture.

2. David Buckingham Stuart Hall
“A focus on identity requires us to pay closer attention to Stuart Hall argued that the media appear to reflect reality
the ways in which media and technologies are used in whilst in fact they construct it. Stuart Halls encoding/
everyday life and their consequences for social groups”. decoding challenges long held assumptions on how media
This relates to the increased used of blackberry messages are produced, circulated and consumed,
messenger, Facebook and twitter and how youths interact proposing a new theory of communication.
and share cultural views.
People can express how they feel and also they The Daily Telegraph, Year 2010, questions whether the
create and improve their collective identity through constant use of electronic gadgets reshapes our brains
Web 2.0. and makes our thinking shallower. In this article it states
The London Riots are linked with David Buckingham’s that “Facebook and Twitter have become enormously
powerful consumers of young people’s time”, this
theory
suggests that many youths of society use most of their
Social networks have no regulations, so when the times on social networking sites, in which they identify
police tried to stop the blackberry services and their collective identity within Web 2.0. However, in the
twitter services they were denied as they had no article is also represents Web 2.0 negatively towards
rights to. So social networking's are ways in which society as is states that people ‘lose the ability to apply
youth interact and communicate with each other. them properly to a single task’.