This document contains a brief overview of some of the theories encountered in lessons 1-3 of the Collective Identity scheme of work.

1. Theory Sheet for Collective Identity
David Gauntlett is a Media theorist who has some interesting things to say
about Identity and the Media. In his book MEDIA, GENDER & IDENTITY (2nd
ed,
2008), he says the following:
“Identities…are complex constructions…gender is only one part of an
individual’s sense of self. Ethnicity is…an important aspect of identity…other
axes of identity include class, age, disability and sexuality. In addition, a
range of factors may contribute to a sense of identity, such as
education, urban or rural residency, cultural background, access to
transportation and communications, criminal record, persecution or refugee
status. Any aspect of the physical body can be relevant to self-identity.”
“the construction of identity and lifestyle is a known requirement and the
Media plays an important role in providing some of the tools which can be
used in constructing an identity...models in the Media are navigation points
as individuals steer their own personal routes through life.”
David Buckingham: (quote one)
“on the one hand, identity is something unique to each of us…we assume
it is more or less consistent over time…our identity is something we uniquely
possess: it is what distinguishes us from other people. Yet on the other hand,
identity also implies a relationship with a broader collective or social
group…when we talk about national identity, cultural identity or gender
identity…we imply that our identity is partly something we share with other
people. Here, identity is about identification with others whom we assume are
similar to us in some significant ways.”
David Buckingham: (quote two)
“in seeking to define their identity, people attempt to assert their individuality,
but also to join with others, and they work to sustain a sense of status or self-
esteem…As a result, the formation of identity often involves a process of
stereotyping…that allows people to distinguish between themselves and their
group…”
Dick Hebdige - Subculture: The Meaning of Style (1979)
 A 'subculture' is a group of people who seek to develop a minority style and
often have subversive values in contrast to the majority or mainstream.

2.  Subcultures bring together like-minded individuals who feel neglected by
society and allow them to develop a sense of identity.
 Members of a subculture often signal their membership to the group through a
distinctive and symbolic use of style, which includes fashions, musical taste,
material possessions, mannerisms and use of language or slang.
 Sub-cultures are perceived to be negative and are represented unfavorably by
the dominant class as they are seen to challenge dominant ideas in trying to
be different.
Youth Sub-cultures
 Young people can be seen as a subordinate group in relation to the dominant,
adult society. Therefore, the groups that they form are likely to be seen as
oppositional.
 Youth sub-cultures are often formed in response to musical movements or
genres, corresponding fashions or styles and geographical influences.
Stanley Cohen, Folk Devils and Moral Panics (1972)
According to Cohen, a moral panic occurs when
 "[a] condition, episode, person or group of persons emerges to become
defined as a threat to societal values and interests.”
An event might be reported about in a negative, sensational way in the news with the
idea that it is destroying established moral values within society. For e.g., the London
Riots in Summer 2011. The group of people associated with this event (teenagers)
will then become associated with the decline in moral values and a moral panic
about the influence of that group occurs amongst the general public (all teenagers
are angry, aggressive, violent and have no respect for the wider society).
 Those who start the panic are known as moral entrepreneurs – these would
include the press, politicians and those people who are part of (or accept) the
dominant ideology.
Folk devils are people who supposedly threaten the social order (such as
“teenagers” or more specifically, “hoodies” or “ASBO generation”). The folk devils
become a scapegoat for social unrest or unease and take the focus away from
government. (in other words, it is the fault of the teenagers that the riots happened
because they are angry, aggressive and violent - not because of lack of opportunities
for young people, high unemployment, limited political power etc…which are all a
direct result of government policy)

3. Cohen says that these moral panics and folk devils are common throughout history
and are a way in which the dominant group (adults) can maintain the social status
quo of power.
Galtung and Ruge – News Values (1973)
Galtung and Ruge believed that our perception of what constitutes an event is
culturally determined and not a natural occurrence – in other words, we collectively
choose which events are important over others depending on our culture. They
came up with a list of ‘news values’ – different elements that are seen to have value
when deciding what events are news worthy and will appeal to audiences. The more
of these values that a story can apply to, the more likely it will find itself in a
newspaper.
Frequency | Threshold | Unambiguity | Meaningfulness | Consonance |
Unexpectedness | Continuity | Composition | Reference to Elite Nations | Reference to
Elite Persons | Personalisation | Negativity |

4. Althusser
The Communications Ideological State Apparatus
Through the Radio, TV, News and other networks of communication, the
Communications ISA is seen to communicate the dominant ideology about
Capitalism as an economic structure, and our roles in relation to the division of
labour in order to enable Capitalism to work. This division is often seen through
the representation of conflict in the Media (good & bad, old & young, rich & poor
etc…)
The function of the Communications ISA
The products of the COMMUNICATIONS ISA can be seen to fundamentally entertain
or inform – to provide us pleasure. But, Althusser argues that they have tw o primary
functions:
QUOTE 1: Althusser argues that the Mass Media reinforces dominant ideology and
represses individual thought through
“the representation of the imaginary relationship of individuals to
real conditions of existence”.
QUOTE 2:
“representations which seem to make up ideology have…a material
existence”
QUOTE 3:
“ideology interpellates individuals as subjects”
1.
to reinforce dominant ideology of
the ruling class (the owners of
production)
2.
to repress ideas so that we accept the
ideology and our place within it in a
symbolic and subtle way.