Representation theory - David Gauntlett

1) What is collective identity? Write your own definition in as close to 50 words as possible.

A ‘collective’ identity is one that is primarily based around a collection of individuals who share a set of traditions, values and a similar understanding of the world that surrounds them.

2) Complete the task on the factsheet (page 1) - write a list of as many things as you can that represent Britain. What do they have in common? Have you represented the whole of Britain or just one aspect/viewpoint?

• The Queen
• Tea
• Strong British accent
• Fish and Chips

These things are not an accurate representation of the whole of Britain, these things are linked to the typical stereotypes of Britain and British people.

3) How does James May's Top Toys offer a nostalgic representation of Britain?

James May's Top Toys offers a nostalgic representation of Britain because it attracts an older demographic of people, these people are the ones who are more likely to feel loss or nostalgia. 

4) How has new technology changed collective identity?

New technology has changed collective identity as new technology has enabled people to actively engage with the content of the culture around them and then go on to use it as resources for their own cultural productions.

5) What phrase does David Gauntlett (2008) use to describe this new focus on identity?

David Gauntlett (2008) states that ‘Identity is complicated; everyone thinks they have got one.’ He also proposed the 'Make and Connect Agenda' to describe this new focus on identity. This is an attempt to rethink audience studies in the context of media users as producers as well as consumers of media material. He argues that there is a shift from a 'sit-back-and-be-told culture' to a 'making-and-doing culture' and that gaining dominance in creativity on the internet and other activities will play a role in changing how a collective identity is created.

6) What does Gauntlett suggest about creativity and identity?

Gauntlett argues that there is a shift from a 'sit-back-and-be-told culture' to a 'making-and-doing culture' and that gaining dominance in creativity on the internet and other activities will play a role in changing how a collective identity is created.

7) How does the Shaun of the Dead Facebook group provide an example of Henry Jenkins' theory of interpretive communities online?

The Shaun of the dead Facebook group provides an example of Henry Jenkins' theory of interpretive communities online because it connects fans from around the world can then share their experience of watching the film and supporting the identity created within it. The key aspect of this group is the fact that the collective identity created is one which has no national barriers to the understanding of the cultural identity created.