Theories of identity (Gauntlett)

David Gauntlett's work on identity offers a contemporary, media-focused perspective on how we construct our sense of self. In contrast to earlier theories that saw identity as fixed or passively shaped by society, Gauntlett argues that identity is an active, ongoing project. He emphasises that in the modern world, particularly with the rise of digital media, individuals have more freedom and responsibility to create and express their identities. This theory is crucial for A-Level Media Studies because it directly links media consumption to identity formation, challenging deterministic views and highlighting the role of agency.

Gauntlett's key ideas include the 'pick and mix' approach to identity, where individuals select from a range of media representations and cultural resources to build their own identity. He also discusses the concept of 'role models' in media, arguing that audiences actively choose and adapt role models rather than passively imitating them. This theory fits into the wider subject by connecting media effects debates (e.g., hypodermic syringe model) with audience reception theories (e.g., Stuart Hall's encoding/decoding). It encourages students to consider how media provides tools for identity construction, but that the ultimate meaning is made by the audience.

Understanding Gauntlett is essential for analysing contemporary media phenomena like social media influencers, online communities, and the fluidity of gender and sexuality in media. It also helps students critique essentialist or overly simplistic views of identity, preparing them for high-level exam responses that demonstrate critical thinking and application of theory to modern examples.