The document summarizes theories on identity by Althusser, Stryker, and Marcuse. Althusser's theory of interpellation proposes that individuals absorb their identity from dominant ideologies through uncritical consumption of media texts. Stryker's identity salience hierarchy refers to identities ordered by importance, where more salient identities are more likely to be invoked. Commitment can change an identity's position. Marcuse argues that identity formation is constrained by consumerism and technology, leaving no room for inner self-development and instead creating false needs through advertising.

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