Gauntlett argues that identity is increasingly fluid and open to individual choice and expression due to the proliferation of diverse media representations and messages. Traditional rigid social roles and expectations of gender, sexuality and identity are being challenged. Online media in particular provide opportunities for self-expression and identity formation through sharing content and participating in conversations, allowing people to craft their personal narratives and identities.

1. MEDIA REPRESENTATION
GAUNTLETT’S THEORIES OF IDENTITY

2. GAUNTLETT’S THEORIES OF IDENTITY

3. GAUNTLETT’S THEORIES OF IDENTITY
WHAT DOES THE EXAM BOARD TELL US?

4. GAUNTLETT’S THEORIES OF IDENTITY
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
success of ‘popular feminism’ and increasing representation of different
sexualities created a world where the meaning of gender, sexuality and
identity is increasingly open.
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 media are places of conversation, exchange and
transformation: ‘a fantastically messy set of networks filled with millions of
sparks – some igniting new meanings, ideas and passions and some just fading
away.’ People still build identities, but through everyday, creative practice.
However, this practice would be improved by better platforms for creativity.

5. GAUNTLET – CONTEXT

6. GAUNTLET – CONTEXT
Gauntlett’s work was inspired by the media
proliferation boom in the 1980s and 1990s.
This period gave audiences access to more media
products and broadcast channels than ever before.
Gauntlett suggests that increased diversity of choice
fundamentally changed the way that audiences use
media products.
He posits that audiences became
active rather than passive consumers,
selecting from the huge diversity of
different representations to
craft their personal identities.

7. GAUNTLET – CONTEXT
Gauntlett was heavily influenced by Anthony
Giddens’ analysis of post-traditional culture
change in Western societies.
In traditional societies, identities were
constructed via rigid traditions. Men and
women were expected to assume
stereotypical roles that were based on social
customs, family expectations and rigid social
codes. Institutions like schools, the church
and the media reinforce these social codes.

8. GAUNTLET – CONTEXT
According to Giddens, ‘late modernity’
began after WWII and marked a relaxation of
the rigid social roles. In this period,
individuals began to form and shape their
own outlooks and beliefs.
Giddens argued that globalisation exposed
people to a wider range of social and cultural
values, which challenged their locally
prescribed traditional beliefs.

9. GAUNTLET – CONTEXT
Giddens uses the term ‘reflexive
project of the self.’ He claims that
identity is not fixed but fluid and that
people in ‘late modernity’ have more
opportunities to review, revise and
deconstruct our own identities,
meaning that we can escape from
narrow gender and class-based roles.
Gauntlett applies Giddens’ arguments
to mass media and concludes that the
wide variety of representations allow
us to:
‘create, maintain and revise a set of
biographical narratives – the story of
who we are, and how we came to be
where we are now.’

10. GAUNTLETT’S THEORIES OF IDENTITY
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
success of ‘popular feminism’ and increasing representation of different
sexualities created a world where the meaning of gender, sexuality and
identity is increasingly open.
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 media are places of conversation, exchange and
transformation: ‘a fantastically messy set of networks filled with millions of
sparks – some igniting new meanings, ideas and passions and some just fading
away.’ People still build identities, but through everyday, creative practice.
However, this practice would be improved by better platforms for creativity.

11. GAUNTLETT’S THEORIES OF IDENTITY
it is now an expectation that individuals make choices about their
identity and lifestyle.

12. GAUNTLETT’S THEORIES OF IDENTITY
it is now an expectation that individuals make choices about their
identity and lifestyle. Consider the vast range of lifestyle magazines.

13. GAUNTLETT’S THEORIES OF IDENTITY
it is now an expectation that individuals make choices about their
identity and lifestyle. Consider the vast range of lifestyle magazines.

14. GAUNTLETT’S THEORIES OF IDENTITY
The success of ‘popular feminism’ and increasing representation of
different sexualities created a world where the meaning of gender,
sexuality and identity is increasingly open.

15. GAUNTLETT’S THEORIES OF IDENTITY

16. GAUNTLETT’S THEORIES OF IDENTITY
Gauntlett is very applicable to multi protagonist T.V. programmes.

17. GAUNTLETT’S THEORIES OF IDENTITY
Gauntlett is very applicable to multi protagonist T.V. programmes.

18. GAUNTLETT’S THEORIES OF IDENTITY
Gauntlett is very applicable to multi protagonist T.V. programmes.
The birth of multi-
protagonist TV drama
enhances the idea
that identity is fluid.
The audience can pick
the character with
which they feel
greatest kinship.

19. GAUNTLETT’S THEORIES OF IDENTITY
Gauntlett is very applicable to multi protagonist T.V. programmes.
The birth of multi-
protagonist TV drama
enhances the idea
that identity is fluid.
The audience can pick
the character with
which they feel
greatest kinship.
In addition, platforms
like Netflix encourage
users to seek out
programmes that
reinforce their chosen
identities within the
ever-growing range of
existing possibilities.

20. GAUNTLETT’S THEORIES OF IDENTITY
Gauntlett also points out the influence of narrative on identity.

21. GAUNTLETT’S THEORIES OF IDENTITY
Gauntlett also points out the influence of narrative on identity.

22. GAUNTLETT’S THEORIES OF IDENTITY
Gauntlett also points out the influence of narrative on identity.
He explains that most T.V.
and film narratives feature
a transformation of a
central hero. He suggests
that viewers might:
‘borrow from these stories
when shaping our
narratives of the self’

23. GAUNTLETT’S THEORIES OF IDENTITY
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
success of ‘popular feminism’ and increasing representation of different
sexualities created a world where the meaning of gender, sexuality and
identity is increasingly open.
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 media are places of conversation, exchange and
transformation: ‘a fantastically messy set of networks filled with millions of
sparks – some igniting new meanings, ideas and passions and some just fading
away.’ People still build identities, but through everyday, creative practice.
However, this practice would be improved by better platforms for creativity.

24. GAUNTLETT’S THEORIES OF IDENTITY
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
media are places of conversation,
exchange and transformation: ‘a
fantastically messy set of
networks filled with millions of
sparks – some igniting new
meanings, ideas and passions and
some just fading away.’ People
still build identities, but through
everyday, creative practice.
However, this practice would be
improved by better platforms for
creativity.

25. GAUNTLETT’S THEORIES OF IDENTITY
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
media are places of conversation,
exchange and transformation: ‘a
fantastically messy set of
networks filled with millions of
sparks – some igniting new
meanings, ideas and passions and
some just fading away.’ People
still build identities, but through
everyday, creative practice.
However, this practice would be
improved by better platforms for
creativity.

26. GAUNTLETT’S THEORIES OF IDENTITY
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
media are places of conversation,
exchange and transformation: ‘a
fantastically messy set of
networks filled with millions of
sparks – some igniting new
meanings, ideas and passions and
some just fading away.’ People
still build identities, but through
everyday, creative practice.
However, this practice would be
improved by better platforms for
creativity.