Discuss how online media has changed consumer behaviour and audience response over time.

The first implementation of the web represents the Web 1.0, which could be considered the read-only web. In other words, the early web allowed us to search for information and read it. There was very little in the way of user interaction or content contribution. Their goal for a website was to establish an online presence and make their information available to anyone at any time. This is called 'brick-and-mortar thinking applied to the web', and the web as a whole hasn't moved much beyond this stage yet. Critics of Web 2.0 seem happy to dismiss or disregard the rise of creativity online. This is thought that because they are more comfortable with the old models of communication. Web 1.0 included readable pages and most of the information on these pages that were put up on the internet comprised of information on companies. The technology was based on client based servers. However since the pages and information was static yet informative, it was not enough for visitors to get attracted to the site. As these sites using the Web 1.0 technology were not interactive at all, they did not really create any impact or contribute to businesses in any way. One good example of a Web 1.0 approach is the approach the Wikipedia has online. It is just information without much interaction.

To what extent is human identity increasingly mediated?

-Does the media reflect or shape our sense of who we are?
-Is the media increasingly important in how we shape our identity?
-How powerful is the media in shaping/helping us to shape who we are?

Everyones identity is based on beliefs and ideas. Some of these ideas can come from what they see in the media. For example when we watched Skins we saw the main characters were attractive teenagers that all partied 24/7 and enjoyed life. They took drugs and drank all the time. If the audience watching were of a similiar age to the characters, they are likely to try and imitate the behaviour. Alot of teens studying at college smoke and drink how the characters do. They dress and look similiar to characters and some people may even create a personality similliar to one of those they have seen on TV. The way the programme is broadcasted, we interpretted from it that to party and to take drugs all the time and to get in trouble was deemed as 'cool'. This message is being sent out to everyone watching which would increase this behaviour in every day life.

Each episode is focused on a particular character which gives the audience a better insight into their typical everyday behaviour and personality. This way of filming allows the audience to become more familiar with the characters and story lines and creates a closeness with them which helps the audience relate to the programme. By having the focus on one person, specific groups of people eg 'chavs', 'goths' can copy and imitate the characters they enjoy the most. For example there was a story in the news about how a party had been advertised on Facebook (similiar to how it was on a Skins episode) and police helicopters and dogs had to be called in to shut the party down due to it being over populated and out of hand. This is a prime example of how the programme has shaped the way some people want to live thier lives.

Personally we feel that the media is important in the way we shape our identity, however sometimes it can create too much pressure and turn our lives around so that they begin to go in the wrong direction. All types of media gives people new ideas everyday from about how they look to what they do for a job. It can inspire people and make their life better but it can also be a problem. If someone becomes obsessed with an  idea they will do anything to make it happen. For example if viewers copied everything that happened in the Skins episode they would be breaking the law for several offences. If this happened, it is likely that they would not get away with it how the characters do in the programme as that is fiction and created for entertainment.

Media can touch people in different ways. For example some soap operas are very easy to relate to for some viewers. Dramas often show problems that can happen in every day life, although they are very exaggerated, it can help some people through things. There are often help lines and advice phone numbers displayed after programmes that face issues so that viewers experiencing the same thing can go through their lives more easily.

Another way that the media is so powerful is that celebrities are often role models to people. They see how they behave in the media and imitate it without effort. Some people would rather live other peoples lives than their own as it is easier for them and allows them to express how they feel.

Collective Identity

I think media influences identity but i don't think it necessarily forms who you are as a person. I don't think that i have created my identity based on media ideologies but i think i have developed or altered my identity by consuming media concepts. 

Identity is more constructed and mediated through mediums in modern age as apposed to previous time periods. In contemporary time periods, with the excessive consumption and use of media means that our identities are influenced by ideologies which alter or develop our sense of self-identity. There is an idea that media helps us to learn more about yourself or develop individuality by recognising our qualities. David Gauntlett's theory helps us understand the balance between inner self development and media influences. HE suggests that the messages that media sends out about identity, gender etc are not overpowering to the public's diverse feelings but have equal influence on the construction of our identity. Therefore we choose want we want to be influenced by depending on what appeals to us when we are exposed to different mediums.

To What Extent is Human Identity increasingly mediated?

Does the media reflect or shape our sense of who we are?:
Yes, to a certain extent, since much of our knowledge of the world around us is presented to us through media, and therefore media opinions of different issues or social groups can influence our own view. For example, the media presenting youth culture in a negative light could effect the identity's of other members of youth social groups. For example, the tv program "misfits" presents its group of youths on community service in a mostly positive light, and portrays community service as fun. This could influence peoples view, since previously people may have viewed community service workers in a negative light due to its criminal nature.


Is the media increasingly important in how we shape our identity?:
Since the methods of conveying media are becoming increasingly varied and prominent, more and more people are consuming it in whatever form, and therefore its impact on our identity is becoming increasingly prominent. For example, following the release of the first season of skins, a girl advertised a "skins" party on facebook, attempting to imitate the show,causing thousands of pounds worth of damage. This demonstrates different media converging to effect the actions and percieved identity of indiviguals.


How powerful is the media in shaping/ helping us to shape who we are?:
The media is shaping us in negative ways. Teenage girls could watch "Next Top Model" and believe they need to look and act like the girls on the TV. Therefore they could end up having eating disorders.
Skins can shape also in a negative way the advertising the use of drugs and alcohol to the teenage population. This can make them believe that drugs and excessive use of alcohol is "cool".

The Media can help us in the way of broadcasting people in the 3rd world countries. This can make us understand the importance of what we have.
Also a lot of nature shows can show the understanding of the world and how we are destroying it. So this can influence people to become more economic.

To What Extent Is Human Identity Increasingly Mediated? - Essay Question

We believe that the media does shape our sense of who we are to a certain degree because we are continually passively consuming various types of media that could potentially influence our lives and our identity. Some people may aspire to be like the characters they see in the media, on television and film for example, as they can relate and identify with them. One example of a television programme that could shape the identity of youths, is Skins, youths may aspire to the characters within this programme because they can relate to them. In the news, there was a girl who wanted to throw a party like seen in Skins through this there were many negative effects. In terms of reflecting our identity we believe that most representations are false as they are over exaggerated and do not reflect us accurately, this could then gives youths a negative stereotype.

We would say that the media isn't necessarily important in how we shape our identity but it is becoming increasingly relevant and involved in creating our identity. Media is everywhere so we will always be influenced by it throughout our lives, whether it effects us or not is down to us and how much we actively consume it. David Gauntlett's states that 'the media sends out huge number of messages about identity and acceptable forms of self-expression'. People will conform to these and believe that this is they way to be within society. This could have detrimental effects on people's live, for example, youths who watch programmes such as america's next top model may see that losing large amounts of weight and being exceptionally thin is acceptable and they way to look and be.As well as false representations, some portrayals of collective identities may challenge stereotypes and change people's perceptions of particular people. For example, in the film London to Brighton, a prostitute is shown in a very motherly, caring way and the stereotype usually connected with prostitutes are that they are cheap and nasty but this film overcomes this.

The media is becoming more and more powerful in how we shape who we are. The media is rapidly expanding especially now with Web 2.0 and the internet, we as a society are consuming considerable amounts of different media types compared with the past where media wasn't such a powerful tool for shaping identity. In the future our identity and lives may be formed entirely through the media. Jacques Lacan theory the Mirror Stage, states how children learn and shape their identity through imitation, this could then mean that the media is forming their identity.

Marcuse's theory 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.'' This is saying that what we see and consume mould and shape our identity rather than our won internal ego and personality.

In conclusion, we believe that human identity is becoming more and more mediated, especially in the younger generation because of their vulnerability and naivety. Passive consumption is occuring a lot more frequently due to the indreased amoutn of media now present within society. So overall, we think that human identity is mediated to a large extent, in socity today and in the future we as the public will be formed and our identity shaped by the media even more and as increased amount of media becomes more apparent.

we believe that human identity is increasingly influenced and shaped by the media, as it generally shapes our sense of who we are because we continually passively consume different types of media that influences  our behaviour and the things that we do. for example the tv series skins is very influential amongst teenagers such as the girl who threw a party because she saw on an episode. This reflects the mirror stage theory that compares media consumption to children developing a sense of identity through seeing themselves in a mirror, which is similar to when someone identifies with a character through media and therefore develops an identity relating to the character.

The media is increasingly important in how we shape or identity through the development of social networking sites like Facebook. Facebook has essentially shaped our generational identity as many teenagers use the site to express there ideas, interests and thoughts in order to make friends, which has changed the way many people approach socializing.
 Furthermore it also helps everyone in this modern society to keep in contact with everyone else, a
 s talking to them is fingertips away rather then sending post or whatever. Makes everything
the media is very

To what extent is human identity increasingly mediated?

Does the media reflect or shape our sense of who we are?

Is the media increasingly important in how we shape our identity?

How powerful is the media in shaping/helping us to shape who we are?

we believe that the media has a strong impact on our sense of identity. everyday we passsively consume some kind of media text which contributes to our form of identity. This is assuming we are a passive audience which would support the hypodermic needle model, part of the effects theory, which demonstrates how media 'injects' audiences with certain ideologies. We like what we like because it is shown in media to be the correct thing to like or do. the cultivation theory is another way to show the ways the media have changed our views over time. it shows that repeated exposure to a certain form of media makes the audience less sensitve than if we were to view it once. this is called being "desensitised".

on the tv programe "skins" one of the main characters has a house party when her parents are away, which is refelected when a girl we know threw a house party and advertised it on facebook ad it got out of hand.
Facebook is also a very strong type of media that is reflected on youths shaping of their identity. it becomes a part of our lives, with consantly updating status', thoughts and ideas of theirs, amd adding friends which has changed this generations views on socializing.

To what extent is human identity increasingly mediated?

-Does the media reflect or shape our sense of who we are?
-Is the media increasingly important in how we shape our identity?
-How powerful is media in shaping/helping us to shape who we are? 
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democratisation of the media.

Can you personally relate to the idea of creating identity using the media?

are there any characters or media personalities who you feel represent you?

do you share the same qaulities?

which qaulities do you reject and which do you aspire to have?


how do you use the internet to create a representation of yourself?

are you on facebook-how does that create identity- what is the template?

how about online worlds and games? do you (or others) use twitter or youtube to express yourself?

how do collective identities use the internet to define themselves? are online communities or facebook groups important?





The internet is the perfect place to create an identity of yourself, any identity you want. Programmes such as facebook enable people to post infomation about themselves, which could, or could not be true.

To What Extent is Human Identity increasingly mediated?

Can you personally relate to the idea of creating identity using the media?
We both can as their are many television programmes and films aimed at our age group. This means that we can relate to the characters within these media types and because of this we see them as role models and may aspire to be like them . This can then modify and sculpture your own identity.

Are there any characters or media personalities who you feel represent you?
I feel that there are many personalities who we feel that are meant to represent us as a social group (youths) yet they do not always represent us fairly. Many representations are very exaggerated and unrealistic representations.

Do you share the same qualities?
No not really because we do not feel that there are any that represent us and we feel that if they do then its an unfair representation.
  
Which qualities do you reject and which do you aspire to have?
If we were to reject any qualities then it would be the antisocial behaviour of excessive drinking, drug taking and stealing that are frequently represented by the media of youths.

How do you use the internet to create a representation of yourself?
We both have facebook, so by creating a profile of pictures and information on this social networking site we are effectively creating a representation of ourselves. We will only want pictures on this site that we feel comfortable with, in order to not create a bad representation of ourselves. We want to be portrayed in a respectable manner as some people want to portray a provocative image so will want to put certain pictures on there.

How about online worlds and games? Do you use twitter or youtube to express yourself?
We personally do not have other of these sites, but i do think that both of these sites can be used to express someone through posts and videos.

How do collective identities use the internet to define themselves? Are online communities or facebook groups important? 
They use social networking sites or themed blogs to group themselves together with similar likes and dislikes and discussion blogs on subjects that internet them. There are websites for every type of person and therefore every collective identity and these groups can express themselves through certain sites. We dont really think that online communities and facebook groups are overly important and they could be deemed as unsociable and may encourage destructive acts such as self harming and anorexia groups but they could also open doors to people to connect with others who are the same as them and they then feel part if a group.

To what extent is human identity increasingly mediated?

Can you personally relate to the idea of creating identity using the media?
Personally neither of us can relate to the idea of creating an identity using media however an example of how it could be true is when there was the size zero debate. A lot of young girls lost weight to try and fit the image of what they were seeing in magazines and on TV.
Are there any characters or media personalities who you feel represent you?
Josh feels that David Beckham, Brad Pitt and Justin Beiber all share similiar qualities with him. He has seen all these celebrities in the media and has idolised them and tried to imitate some of their characteristics.
Do you share the same qualities? 
Unfortunately Josh doesn't share the same qualitites as his idols, he has better qualities. People say these celebs are good looking but the media think Josh is truely something else and i quote "FHMS man of the year." I have won this prestigious award for ten years running and intend to keep the record going strong, in other words i love myself and everyone else does. What can i say? I'm amazing!
Which qualities do you reject and which do you aspire to have?
We both aspire to be famous. We think that the lifestyle celebs have is very glamorous and we would like to have this lifestyle. A quality we both would reject is being classed as stupid.


Because of democratisation of the media, we can use media, explicitly to create our identities-


 How do you use the internet to create representation of yourself?
We both use the website Facebook to upload and share pictures and information about ourselves and friends. It allows you to interact with others and create friendships. The pictures we have on our pages show others who we are and what we look like. The information we have on the page also allows people to get an insight into our personalities and what we are about. Here is an example of one of our friends Facebook main page.


Are you on Facebook - how does it create identity - what is the template?
We are both on the Facebook website. It creates identity by showing pictures and information about yourself. For example it can tell people what your likes and dislikes are, what you are interested in and basic information about the individual.
How about online worlds and games? Do you (or others) use Twitter or Youtube to express yourself?
Only Josh uses twitter. He uses it to act cool and to attract followers. We both use Youtube to listen to music that we like and to discover new songs and types of music. Josh also uses the website miniclip to play on games.
How do Collective Identities use the internet to define themselves? Are online communities or /Facebook groups important?
We think that the online communities are important to have online as they allow people to express themselves through different media forms from pictures videos. It allows some people to create a new identity for themselves if they play online games for example. It is a very social thing to be on a Facebook or other social site as it allows you to interact with hundreds of people. IT can help you develop who you are and your beliefs.

Is Human Identity increasingly mediated?

Londie Ncube


I think media influences identity but i don't think it necessarily forms who you are as a person. I don't think that i have created my identity based on media ideologies but i think i have developed or altered my identity by consuming media concepts. 


Miquita oliver because of her sense of humour and i think her image, the way she dresses is similar to my style. I think the same qualities in terms of how she is casual and quite laid-back. The qualities of hers i reject are probably her slight arrogance sometimes because i don't think that reflects my character but i aspire to have her confidence and self-satisfaction. 

Alex Irvine


I think the media does influence my individuality as there are many media personalities that have an effect on my identity. They have not necessarily formed the person i am but i do think that some elements in my life are taken from the media. 


I feel that Selena Gomez is the media personality that i feel represents my character. She is similar to me in ways that we both embrace our youthful characteristics. I aspire to have a similar dress sense to her as it is  something i like.  I reject that she isn't very commited to one profession.

To What Extent Is Human Identity Increasingly Mediated?

- Can you personally relate to the idea of creating identity using the media?
Yes, because there are so many influences, especially on young people for example the TV series "Skins. This creates a sense of identity as many young people desire to be like the characters that are portrayed even though they are a slightly exaggerated image of the youth culture.


- Are there any characters or media personalities who you feel represent you?
Not particularly because many of the characters are amalgamations of different stereotypes, and none of the individual characters are particularly believable. That said, since the characters incorporate lots of different aspects,  it possible to identify with some of these.


- Which qualities do you reject and which do you aspire to have?
The qualities that hold some desirablity are the easygoing, party life. However some of the less realistic qualities are less desirable such as criminal behaviour.


-How do you use the internet to create a representation of yourself?
 Only some facets of the internet creates a representation are sites such as Facebook and YouTube.

-Are you on Facebook -how does that create identity - what is the template?
Facebook creates an identity by having a huge amount of online social activity. This means that lots of people are using Facebook as a major social vehicle. 

Prompt question 4

Can you personally relate to the idea of creating identity using the media?
 Yes because people of our generation have created their identitys using online networking sites for example, facebook/twitter/youtube.

Are there any characters or media personalities who you feel represent you?
 Our generation as a whole is represented largely by the current tv shows about teenagers such as skins, the behaviour of the teenagrs in misfits etc.

Do you share the same qualities?
You see people represented in these programs as typical images of characters you could expect to meet. Individuals can relate to certain aspects of the characters behaviour during certain situations at certains times in the shows.

Which qualities do you reject and which do you aspire to have?
we reject the qualities of failure in the cast of skins because many of the characters fail their education and  career due to drugs and violence.  We aspire to have desirable qualities represented in the media to be desirable such as beauty/humour etc.

How do you use the internet to create a representation of yourself ?
You can make many online accounts with social networking sites such as facebook myspace bebo and twitter etc. to contact your friends upload pictures and videos and tell people whats going on in your life. However you can use more specialised sites such as Youtube for  uploading more videos, mypace for uploading music and flickr for photo's.

Are you on Facebook? How does that create identity, what is the template?
Yes, Facebook can help create identity by status updates showing what your doing. Also you can add pictures, links, music and videos all contribute to your online identity usually expressing your personal identity.

How about online worlds and games? do you (or others) use Twitter or Youtube to express yourself?
People play online worlds and games to compete and experience a variety of different challenges for themselves, they can socialise with others online. Me and Shanna don't use twitter or youtube.

How do Collective Identities use the internet to define themselves? Are online communities or facebook groups important?
Collective identites use the internet to create websites, fans advertise themselves, Online communities are important to some businesses to make themselves more known.

To what extent is human identity increasingly mediated

Yeah, i believe that media effects how we progress as people and depending on what we consume shapes our personalities and how we are. Facebook is a way in which we create our image.

I feel as though characters that are made in series such as Skins, this is because this series is aimed at a younger audience and the characters encompass stereotypes which most people can identify with. This is the same in series such as misfits and shameless.

Some similarities such as 'Chris' in skins with the fashion sense and the muddled up personality.

I reject being a drug addict but aspire to be independent.

We use social networking sites to create profiles of ourselves and share photos, videos and information with friends online. Other websites allow us to share music we have created with our friends and peers. (myspace)

I am on facebook, as are many of my peers. Our identity is created through the pictures and personal information we share. Even the way we respond to each others comments creates an identity.

YouTube enables to post videos expressing feelings or share other videos which we have seen which entertain and amuse us. Although i do not, i know people that are signed up to Second Life which has become almost a retreat for these individuals. It gives people are chance to reinvent themselves and create a persona in a new world.

Online communities have become important in popular culture as it has become a popular way of socializing in the modern day
.

Comparing London to Brighton (present film) to Coronation Street (past TV Drama)

Similarities in British Values


Both share the value of family importance and looking out for their siblings and parents. In Coronation Street this is shown in the scene where the son was discussing his worries for his dad in the pub 'The Rovers Return' with friends. This is also shown in London to Brighton where the son Stuart looks out for his dad when he punishes those you have harmed him (the pimp)


Differences in British Values


The community atmosphere seen in Coronation Street is a great british value to have, yet in London to Brighton this is not present as everyone is segregated into their own separate societies. For example, a key scene to shoe this sense of community in Coronation Street is when everyone meets in the pub and knows one another.


How do ideas and values operating in the text connect with debates or struggles over meanings in UK society at the time of the text's production? 


In Coronation Street there are a lot of discussions based on the topic of war, which is seen in a particular scene where a gentlemen comes back from the war to find his 'Lover' and there are problems over this and marriage in this time period.

London to Brighton connects with the current issues over sexual morality seen in the media today. Stereotypes over prostitution are challenged in this film and some issues are highlighted.


Positive Review of London to Brighton


http://www.guardian.co.uk/film/2006/dec/01/drama

Coronation Street & London To Brighton

Similarities in British Values
There are no apparant similarities between the film and the episode of Coronation Street

Differences in British Values
There are many differences between the film and the episode of Coronation Street.
In the episode of Corrie they maintain many "British" values, namely being in a close community where everyone knows each other and there is a lot of gossip going on within the community. The pub, "The Rovers Return" appears to be the main focal point of where people gather.
In the film "London to Brighton" there is not a sense of community as it seems everybody has to fend for themselves and the only value that is held is that of money.

When this episode of Corrie was broadcast, Edward Heath was in office as prime minister. This was a few years prior to the UKs joining of the EU. This means that the episode gave off a sense of stereotypical Britishness. London to Brighton was filmed at the same time as the ipswitch ripper murders. This represents Britain as a dangerous place for prostitutes, which is mirrored in London to Brighton.


Positive Review of London to Brighton
http://www.guardian.co.uk/film/2006/dec/01/drama  - From the Guardian

Negative review of London to Brighton
http://www.timeout.com/film/reviews/89165/brighton-rock.html

London to Brighton and Coronation Street

STAGE ONE 

Similarities in British values

• Based in England - no other similarities

Differences in British values

•  Accents
• dress
• different times
• the setting looked more fake in coronation street
• the speech was unclear in coronation street (audio)
• they were doing day to day things in coronation street, very PG whereas in London to brighton it deals with the 'rougher' subjects such as prostitution and shows alot of violence.
• in coronation street they value their safety in their street and in London to brighton they value money.

How do ideas and values operating in the text connect with debates of struggles over meanings in UK society at the time of the texts production?

• Edward Heath was the prime minister in 1970-1974. In the 70's Britain converted from decimals to currency because they joined the EEC. the role of women in the workplace was in the process of changing. you see women working in coronation street, in the shop and pub. In coronation they are dealing with a theif and are wanting to catch him to keep their belongings and shops safe.
• In 2006, 1.42 million offenders were sentenced for criminal offences in England and Wales. The majority of these offenders, 80 per cent, were male and of these 7 per cent were aged
  under 18. In London to Brighton 2 women are trying to escape getting killed after killing someone because of child prostitution. 

 STAGE TWO

Find a negative and positive review of London to Brighton.

Negative: - couldnt find a bad review
Positive: http://www.guardian.co.uk/film/2006/dec/01/drama

How could these reviews influence audience opinion

These reviews can influence whether people actually watch the film and create their expectations of what they are going to see this may change their impressions when they watch the film because they know what to expect or they may completely disagree , these reviews could also put people off watching it and cause them not to watch it for themselves. These reviews ultimately could control what films are popular and what films are unpopular.

How useful are the uses and gratifications theory/hypodermic needle model/cultivation theory in understanding audiences responses to media representation?

 These models help us understand because they show how reviews can manipulate audiences  

Collective Identity

Similarities in British Values:
Both contemporary and past texts are constructed in the way they take into account relevant issues at the different time periods. They are comparable in the way they establish British society through their way of life.

Differences in British Values: 
The obvious differences between the two media texts include the different occupations. In Corrie for example job occupations include Bartenders, policeman etc as apposed to the drug dealers and prostitution we are exposed to in London to Brighton. Also the characters from both texts express different attitudes to life and have different priorities. 


How Ideas and values connect with debates and struggles over meanings in UK society at time period:
During the time period that the Corrie episode was produced (1970's), women in the UK were fighting for more rights and freedom. Their progress represented by the number of different jobs that the females are occupied in for this time period. Instead of staying at home and carrying out domestic chores, the women in this episode are breaking through the traditional stereotypes.


Find a negative and positive review of London to Brighton
Most the reviews on London to Brighton were positive as the one included in the street newspaper 'The Big issue'.




How could these reviews influence audience opinion?
Film reviews of London to Brighton that are found online may only represent a specific individuals opinion.

Comparing London To Brighton with Coronation Street

Stage one

There were no similarities in British values in the film and the soap apart from the men were the dominant gender in both. Men were always in charge in the soap and the film but they were for different reasons.

The differences in British values between the soap and the film is that in the film women were treated more as an object and were not respected whereas in Coronation street the men were trying to win over the ladies. There was a lot more crime occurring in the film, we think this is because it is in newer times.

The political and social state of Britain in the 1970's were very different to what they were like in 2006 when London to Brighton was filmed. In 1970 feminism was about. Women were defending their rights to work and to be employed and they wanted a voice which is show in the episode of Coronation Street when we see the women working in the bar and in the shop.

A social issue in 2006 was that Britain had lost its values. There was a big problem with the amount of chavs and youths on the street causing problems to do with crime.

Stage two

In 2006 the Guardian gave the film London to Brighton five stars . Here is a quote from the article written about the film..

"There are outstanding performances here from Lorraine Stanley, Georgia Groome and Johnny Harris, and also from Sam Spruell as the repulsive Stuart who, in his skin-crawling final encounter with Joanne, turns into his own hateful father before our very eyes. The journey from London to Brighton has become something else: a journey into the final circle of the inferno. Williams's film is a 120-degree proof thriller, with storytelling nous and technical flair: it's the best British film of the year."

If the audience had read lots of good positive reviews about the film they would be more likely to want to watch it and they may feel that they have to agree with the opinion of the reviews. They may also accept the issues in the film more easily as they have been congratulated by so may reviews. If there are lots of reviews saying how good the film is and how it covers so many issues it may make the audience think they will learn from the film and experience something great. On the other hand if someone read a review on the film and saw that it was all about crime and disasters, they may be put off from watching it as they may think that they wouldn't enjoy that genre of film. The film has been defined as gritty and rough which may put off certain groups from watching it as they are not interested in this kind of film or the issues in it.

The hypodermic needle model theory suggests that audiences are very passive and easily influenced by what they see. I think that the audience of Coronation Street would not be very influenced by what is shown as there aren't many main issues in this particle episode. I think that women may be able to relate to Elsie and the love and pain she felt.

I think that you could apply this theory to the film London to Brighton however as it is more recent and more realistic to every day life therefore the audience can relate to the characters more and understand it and absorb it more.

London to Brighton

In what way has Britain been represented in the film London to Brighton?

Overall, this film represented Britain very negatively through the extreme portrayal of gang violence, prostitution and the way in which these illegal activities are so readily accessible and available. However, there are some positive aspects to this representation, one example of this is the character 'Kelly' since she shows a great deal of kindness to a child she has just met despite the fact that she is a prostitute therefore challenging the negative stereotype. The antagonist character 'Stuart' also contributes to this positivity by deciding not to kill the two girls, (who are in the prostitute business) at the films conclusion, this again goes against the negative stereotype.

In terms of authenticity, the events in the film do occur in life today but not all in the same event/situation, as the film has presented them. So we believe that in everyday life, through media such as newspapers, and television news we do see and hear of events such as these seen in the film, yet they do not have as much of a personal impact as the film does.

Can you identify a specific 'collective group' which has been represented within the film?

The collective group we have identified is the prostitution culture in the streets of London. This is represented by Kelly and one other prostitute shown in the film. They have unified identity in terms of the job they do yet Kelly has a more unique identity when she goes against the conventions of this identity since she goes out of her way to help someone else by earning money for this charcter instead of for herself. Whereas the other prostitute does her job for selfish needs and for the good of her boss. 

This group doesn't necessarily represent today's society, since from our own experience we have had exposure to this identity via media types such as film and newspapers. We are now knowledgable that not all prositutes are 'sleazy' and are just working because they are unwilling to get another job. However, society has attempted to create this negative image of prostitutes because of the requirements of the job they do.

Research into into the theory 'Collective Consciousness' theorist: Emile Durkheim

Collective Consciousness is summarised as the shared beliefs and moral attitudes which operate as a unifying force within society. In the film London to Brighton shared beliefs about collective groups and particular stereotypes are challenged when characters conform to them. One example of this is when the 'Pimp' Derek provides one of his older customers with a twelve year old girl, this went against his shared belief on paedophiles and child abuse. This is also seen in the audiences view on prostitutes at the end of the film and how they have been altered through the character Kelly.

Working towards prompt question 3!

In what ways has Britain been represented in the film London to Brighton?
In the film, Britain is given a negative image and is portrayed as a corrupt society. The various issues raised including prostitution, crime and gang culture delineate the culture as degraded. The characters emphasise the way of life through the social activity they choose to indulge in. The film presents a verily compressed Britain and surely does not reflect the British society today.  The film focuses mainly on the abrupt behaviour and the delegation isn't appropriate to the means and attributes that represent Britain today.
I don't think the representation is necessarily authentic but there are aspects that have been developed from realistic British societies. Examples of theses issues that relate to the film include assaults with bats, knives, broken glass bottles and guns. For example Ben Hitchcocks murder in 2007. He was attacked by one of London's youth gangs, which conforms with the ideas raised in the film but then again can't be taken as a general perception of Britain.

Can you identify a specific "collective group", which has been represented in the film?
The representation of the female gender within the film is mainly focused on the negative social consequence. It is formed through the female's images and occupations, one of these being a prostitute. We are not really given an insight into any successful females in the film as opposed to the successful men which we are introduced to. This suppresses female identity and doesn't reflect the women in a positive manner.

Collective Identity - Working towards promt question 3. London to Brighton

1. In what ways has Britain been represented ub the film London to Birghton?

The film London to Brighton has shown a darker side of Britian. The film has concentrated on the bad parts of society and what goes on in Britain. For example the prostitution and peodophilia in the film are some of the main themes. This does reflect Britain today as these problems are being noticed by more people compared to past generations. 

This representation is quite authentic because we often come across themes like these in other media forms e.g. the newspaper was reporting the story of the 'ipswich ripper' in detail.

2. Can you identify a specific 'A collective group' which has been represented in the film?

The only collective identity we can recognise from the film is that all of the charaters commit crimes, all the characters are criminals. Despite all the main characters breaking laws, they do not share the same values, for example, the prostitute did not think it was right for the peodaphile to pleasure himself. 

This group may represent certain people within society but does not represent society on a whole in Britain.

3. Research into the theory 'collective consciousness' theorists: Emile Durkeim.

Collective consciousness was a term coined by the French sociologist Émile Durkheim (1858–1917) to refer to the shared beliefs and moral attitudes which operate as a unifying force within society. 

On one hand, the characters commit crimes and do not have much regard for the law system. however they commit crimes for different reasons and because of this they do not share a 'collective conscience' for example, in the last scene where the two men get shot, the murderer kills them to seek revenge, despite the girl and the woman not wanting there to be a murder even though they may have wanted to see justice.
Throughout the film the audience can see that within the groups of people they have the same  'collective science' for example the peodophile's son and his friends have the same 'collective conscience' as they believe that violence was necessary for a means to an end. furthermore, Karen (Kellys friend in Brighton) and her flatmates have the same 'collective conscience' as they all seem satisfied with the same lifestyle.

London to Brighton

1. In what way has Britain been represented in the film London to Brighton?

Britain has been represented in a very negative way, the main focuses throughout the film are prostitution, crime and gang culture which makes the film as a whole seem extremely negative. Another main theme is family, which this film lacks, Joanne's mother died, and she ran away from home and ends up on the streets only being helped by a prostitute.

2. Can you identify a specific "collective group" which has been represented in the film?

This film has represented prostitutes as a collective group in an unconventional way as the prostitute Kelly shows morals and kindness whereas the rich man is presented as the villain which is unconventional in this context.
Kelly goes against the beliefs and values of the unified pimps and prostitutes as she sees what she is doing is wrong (taking underage girl) and turns over a new leaf, putting herself at risk to save Joanne.

3. "collective consciousness"
collective consciousness was a term coined by the French sociologist Émile Durkheim (1858–1917) to refer to the shared beliefs and moral attitudes which operate as a unifying force within society. One might recommend collective conscience as a superior translation of Durkheim's concept, in part due to the busy association of the word "consciousness" with both Marxist and Freudian thought, but also as "a conscience for Durkheim is pre-eminently the organ of sentiments and representations; it is not the rational organ that the term consciousness would imply.

London to Brighton

1. The movie London to Brighton portrays a very dark Britain. The film shows prostitution and gang culture to be present in London. Although we here news of killings of prostitutes in various cities it is hard to believe that this depiction of Britain, and London in particular, is a fair representation of Britain as a whole. This may happen but on a very small scale and only a small minority will be involved and know about it.

2. A collective group that is clearly identified in this film would be the "London Underground Crime Scene" as crime is rife in this film. Also prostitution is shown in a very surreal and harsh light. The prostitute Kelly goes throughout the majority of the film with a battered face. This highlights the brutality of life on the streets for London prostitutes.

3. The theory states that society is driven by a common set of beliefs and moral attitudes. In London to Brighton It could be said that drug taking and drinking is something which is something that is socially acceptable within this group of people. The little girl is consistently offered cigarettes from the elder people even though she is of a very young age. Also, when they are in Brighton in the house the group are freely handing around drugs.

"London to Brighton" DVD cover

Joanne from "London to Brighton"

Collective Identity

Youth are let down by adults 

'Parents aren't always around to help socialize their children - or even just to show them affection. Compared to other cultures, British kids are less integrated into the adult world and spend more time with peers.'
Britain's Mean Streets, Time Magazine

The film Fishtank for example is a define example that supports this quote. It shows a disfunctional family in british society which essentially represents many of the family lives in Britain today. The relationship between the main character, Mia, and her mother, is not affection but aggressive. Her mum isn't an ideal parental figure and doesn't show many motherly qualities and doesn't priorities her children. Therefore Mia doesn't have a positive influence or a role-model and her character is built on her mother's negative influences and peers who are most likely to be in the same situation.

I think the quote is accurate in that parents play an enormous part in their child's lifestyle and if they don't conform to their role, they are allowing their child to be brought up by society.



Youth are often 'demonised' by the mass media


'The true horrors we fear day to day are not supernatural bogeymen or monsters created by scientists. They're our own youth.
Daily Mail

I think this is an exaggerated view of youth perceived from the images that are given to youth through media texts today. I think it's hard for society to undermine the ideologies of youth and focus on the positive aspects because those as they hyperdemic model states, that's how people absorb media.

Collective Identity

Youth are often 'demonized' by the mass media:


B) 'The true horrors we fear day to day are not supernatural bogeymen or monsters created by scientists. They're our youth'

This obviously has negative connotations towards the british youth. A contemporary film which shares this view is 'Kidulthood', Teenagers are presented and shown to have a negative impact on society. Characters indulge in money for sex (prostitution) and frequent drug use. This shows a disregard for their own bodies and a lack of health. Also, one predominant feature is the violence which is displayed through out the movie. The youths carry both knifes and guns which shows an acceptability of carrying these kind of weapons amongst the British youth. The movie projects what people here about teenagers such as the 'hoodie culture'. The television series Skins also shares similar themes and teenagers are portrayed as detrimental to society. However, it can be said that these characters are hypobilic representations of youth and are not fair projections of the true teenagers living in the UK.

Youth and Collective identity

b) "The true horrors we fear day to day are not supernatural bogeymen or monsters created by scientists. They are our own youth"

Contemporary representation, for example Skins, does support this view to a certain extent. The youth in that program are often using drugs and engaging in regular sex. They also engage in wider mischief, such as drug dealing and getting into fights. These activities are often quite worrying to parents and other adults, and this, in an adults view, does demonise the youth. An example of a character with all these traits is "cook". His actions, such as dealing to minors, and getting thrown out of higher education makes him a very frightening individual for adults, since they may believe that the glamorised portrayal of these actions may cause other young people to act in the same way.

a) "A period of storm and stress characterised by intergenerational conflicts, mood swings and an enthusiasm for risky behaviour"

Past representation, for example This Is England (Shane Meadows 2006), does support this view. The Youth in this film are segregated in different gangs. And they influence Shawn to be extremely racist. 

Alienation-youth are estranged from part of society

"the youth are prehibited from speaking as moral and political agents, youth become an empty category inhabited by the desires, fantasies and interest of the adult world"

Cook from skins is put in a jail cell for a crime he says he didnt commit. He tells his lawyer he didn't do it but the lawyer doesn't believe him and isnt willing to help him. Whereas if cook was an adult with money he probably would have been taken more seriously but because he is a teenager who looks like a troublemaker they assume that he is guilty. Therefore he is prehibited from speaking as moral and political agents.
The teenage period for a person is seen as the hardest time of their life. in skins cook is shown to have less importance than his mother, teachers etc. it is over the top in programs like this however this is to try and portray life from their point of view.


"Adolescence is a growth period conductive to alienation due the "betwix & between" nature of the this particular position in lifecourse"

Collective Identity And Youth Culture.

Youth are let down by adults.
'Parents aren't always around to help socialize their children - or even just to show them affection. Compared to other cultures, British kids are less integrated into the adult world and spend more time with peers.'
Britain's Mean Streets,Time Magazine.

The film Fish tank is a prime example of this as Mia's mother is hardly ever around to act as a mother figure for her children and even when she is around she doesn't spend time with them and and a lack of affection is shown towards them throughout the film.

Youth are often represented in accordance with  popular notions of adolescence

Althusser, Styker and Marcuse's Theories

Althusser's Theory suggests that we are influenced by characters we see in TV or film and this will encourage us to copy certain actions that were depicted by the characters.
This shown in Skins by the character "Cook" as many young teenagers may aspire to be like him and may copy his actions to be seen as popular and be like the character.

"Cook" from Skins

Styker's Theory suggests that certain commitments in your life may make you choose your own identity and make certain things more important to you, as if things in your life were a hierachy. This is shown in the film "Kidulthood" when the character "Trife" finds out that he is the father of his girlfriend's child and decides that he is not going to fight anymore. He has consiously made the decision to chose his baby over fighting.

"Trife" and his girlfriend in "Kidulthood"

Marcuse's theory suggests that our identity formation is controlled by technology and how we interpret and consumer the media, which leaves no room for the internal ego identity, or the "inner self" to develop. This is shown in the film "Alfie" when Alfie is portrayed as the stereotypical male but being dominering over women.

 

Micheal Caine playing "Alfie"

Effects Theory

The effects theory is a theory that explains how consumers are influenced by the media in many different ways. Within the effects the theory there are a number of different theories such as the hypodermic needle model, violence in the media, cultivation theory,the Frankfurt school and the two step flow. All of these theories explain that the audiences of many media texts are passive consumers.

The violence in the media theory is about how media directly effects individuals to committing violent and anti-social behaviour. For example, the computer game Grand Theft Auto was argued to have been a direct cause to certain violent crimes committed in the USA.

Effects Theory

1. The effects theory sates that we watch media or absorb media texts in a way that influences our opinions,views and actions. The theory implies that when people read or watch something in can influence them to act or perform in the same way. Injecting assize audience with ideologies can be positive or negative depending on the media text and how they interpret it into their life. Violence in the media for example, could lead to audience being influenced by ideologies that are presented, whereas other influences such as fashion and style are less harmful ideologies.

2. Fashion in skins is a prominent feature and effects contemporary fashion among teenagers. Each character represents and displays a different fashion which teenagers consume and base their own fashion on. Kidulthood can be seen to do the same thing, the main featuring label is 'Box-fresh' and through this british youth are seen to wear this label more often.

The Effects Theory.

The effects theory is concerned with media consumption with passive audiences and how society controls almost everything that we have access to. Therefore controlling passive audiences' beliefs and ideologies. Within the effects theory there is the hypodermic needle model which proposes to demonstrate the effects of the mass media on the public. The effects theory is an extremely bold one, stating that people can be completely controlled by what they consume. This is personified in many ways, for example, GTA was linked many times to influencing violent behaviour within society. Another key concept to the theory is two-step flow, this is the idea that active media consumers will discuss texts, this influences what we decide to watch. This is also the case with TV critics, their oppinion can be key to what we decide to view.

Summary Of The Effects Theory.

After going through the effects booklet we have gained a good knowledge of the various effects used all under the same umbrella known as the "Frankfurt School", some of these effects are the hypodermic needle model, violence in the media,cultivation theory and two-step flow.

from looking at Kidulthood we have seen that the media form has influenced on its audience and this is shown in many different ways. for instance violence in the film could lead others to a life or act of deviance as they have seen it performed in the film so think it is morally okay and therefore go out and commite crimes.

Effects Theory

The Effects Theory:
To summarize this theory; it simply states that we as an audience are passive to the media we consume, therefore we will receive whatever ideologies are presented to us and this will effect our behaviour and actions within society.

Influences
We believe that we as a society, are heavily influenced by what we consume and watch on television, for example. If the media consumed is quite negative, then it may cause the audience to act in this way, for example, violent video games could cause violence in youths, this has been recently covered in the news. The television series Skins has a specific audience of teenagers and although its is supposedly represented and reflecting British youth it may also be affecting the way in which youths of today act and behave.

Theorists arguments of Fishtank & Kidulthood.

Fishtank.

Althussers Theory
In Fishtank we assume that an real life area similar to the area shown in fish tank ( a rough estate ) for example graffiti, run down, unkept, intimidating, appartment buildings with no care or concern to keeping the environment pleasant. We also assume that it would contain similar characters with similar behaviour and would dress similarly aswell, for example, rude, indecent and dressed in cheap sportswear and women wearing little clothing. This creates a stereotypical image. This is the collective identity shown in this film of the people. We then assume this is normal because we are influenced and interpellated into the view of the film that we are watching ( fishtank).
Stykers Theory
We activate our self identity according to the importance of certain influences show in media texts. In Fishtank shows negative impressions and images of Mias life which can change the salience however her life is not presented in a very positive way therefore we are less invoked by her self identity because it is not desirable. For example she lives in a rough area, people are unpleasant to her ( including her family ) and she experiences unpleasant situations.
Marcuse Theory
We spend our time consuming media texts and formatting our identity's by the forces of consumerism and technology leaving no room for us to make up our own minds, we are influenced by media and watch others getting on with their lives and going out in the world whilst we watch television (or other  media texts) and we never see them doing it. For example in Fishtank Mia walks around alot finding things for herself to do for example freeing a horse, making friends with a gypsy boy and finding her way to her mums ex-boyfriends house. Where as teenagers don't tend to walk around by themselves finding things to do they would be at home watching television or spending time with their friends. However watching Fishtank does the opposite, the movie doesnt present these things as desirable so we are not influenced to include this in our formation of identity.

Kidulthood.


Althussers Theory
In kidulthood we are shown inner city teenagers (london). The way that London is portrayed is assumed to be how london is by audiences of the film. People who havnt been there will assume that, that is what london looks like day to day and that is how the people of London live their lives.

Collective identity theories

Althusser's theory states that consumers are seduced into having a certain view of identity. In relation to the program Skins, where youth are represented in an exaggerated way the viewer is interpellated into thinking that all young people take drugs and drink alcohol. However, this representation is not particularly realistic.

Stykers theory talks about how an individuals identity differs in importance. For example, the young people in the film Kidulthood are represented as placing social and gang identity above their educational identity. This is manifested by scenes of them fighting and messing around at school, showing that education is at the lower end of their hierarchy of identities. Also, their involvement in gang culture is shown through the scenes including strong violence and illegal use of weapons.

Theories on Identitiy

Althusser's Theory


This theory states that we are influenced by the characters we see and consume on TV and Film. In the series 'Skins' the youth culture is an exaggerated representation of how youth are perceived today. Young people do relate to this behaviour so could potentially be influenced by the characters in the series and their actions.

The film Kidulthood has the same exaggerated youth culture theme to it meaning that this could effect youths living in a similar culture to adapt their lives and base their personality around how the characters in the film act, especially as the film is presented in such a realistic way.

Stykers Theory


This theory demonstrates the way an individual doesn't conform to one (collective) identity but rather building self identity from self invocation and priorities.

In Fishtank for example, Mia does not portray the stereotypical female, this is shown through her masculine clothes because her priorities are different to the typical female social group and this provides her with individuality.

Marcuse Theory


This theory explains identity though stating that our personality is moulded and shaped through the media we consume in the form of advertising and TV and film, rather than through our own internal ego and identity.

The film Alfie confirms the stereotypical male role of being the stronger sex. Through his intimate, direct approach to the audience this could heavily influence them and mould the male personality into this stereotype. This may make it a lot more acceptable for men to act in this way because of the force of consumerism that film has over people. It does not allow men to build their personality through their inner self but instead their identity is formed through what they see as right and consume.

Stykers Theory In Relation To Various Films.

Stykers theory of identity salience (salience being the probability of a particular identity being invoked be self or others within or across social situations). This ties in well with the film Fishtank on multiple occasions, for instance the oldest daughter, Mia, has no reason to stay committed to the family and doesn't want to seem attached to her mother as she is embarrassed of her, by doing so she is declining the collective identity of being within a family and is focusing on her own personal identity. She sees her role as an individual more vital than a family member and therefore she is in this role for the majority of the film.

How do Marcuse, Althusser, and Stykers theorys fit into our Case study texts?

Skins fits into Althussers theory, since the lives and activity's of the teens is glamorized and portrayed as largely consequence free. This makes the viewer aspire to live the same life style. The media creates this certain type of collective identity that teenagers want to be part of. To achieve this they may change their individual identity.

Stykers theory fits within the film Alfie, since there are two main identity's present in the film, and at its conclusion they are put into a hierarchy. This means that an audience may absorb this message and also fit their identity's within that hierarchy.

How the youth (collective identity) is represented in the movie kidulthood ?

Youth are represented very typically for inner city life  in the movie. The male characters in the film such as sam, trevor, jay etc. are represented very aggressively. Their characters where baggy clothes Tracksuits flat caps, typical city teenagers. They disregard common decency when out in public and their language is also the typical slang words that are disrespectful, rude and unnecessary. 'oi my size'  They also use a very aggressive tone when speaking, even to strangers - a good example of this was when they were in london going into shops and talking to the assistants and the public. Also the taxi driver when they refuse to pay. In one scene one of the boys steals alcohol from a shop and is very rude to the shopkeeper.

How the youth (collective identity) is represented in Kidulthood?

The youth are given a negative representation in the film. They are associated with violence, crime, teenage pregnancy, drug abuse which all conform to that representation. These aspects of British youth are very exaggerated in this film as well as not being a true representation of all British youth.

Their use of language isn't proper English and includes a lot of slang which also isn't a fair representation of youth. However, the way in which they dress and their social activities would be seen as acceptable 'youth' behaviour to a degree and aspects of these two things do conform to general British youth culture of today.

All in all, we feel that the representation of British youth in the film Kidulthood is unfair and only represents   one of the images given to British youth.

How the youth (collective identity) is represented in the movie kidulthood?

 This is typical gangsta as portrayed in Kidulthood




Youth is represented in the film as quite negative. The main characters are portrayed as drug taking and engaging in gang violence and underage sex. There are some positive portrayals, such has when Trevor initially sticks up for Katie when she is bullied at the start of the film he then continuous to stick up for her throughout the whole film. Despite this however he is the only positive male portrayal in a film full of negatives. 

How the youth are represented in the movie Kidulthood.

 The film Kidulthood represents a very stereotypical image of young people in the UK today. This negative representation is personified through many controversial themes such as; bullying, suicide, drug use, underage drinking, illegal weapons, teen pregnancy and many other petty crimes. The stereotypical characters in the film are clearly emphasized to an extent for entertainment reasons, however many of the issues displayed in the film are real and happening to people of a young age.   

Skins Analysis

 What is the representation of youth?

one of the few representations of youth from the series is portraying their unstable and unruly characters. This representation is developed from their social activity and mischievous behaviour. The colloquial language used by the youths, separates them from the older generation and conforms their identity. The way they dress, emphasise they're unique characters and provides them with a sense of individuality. I think the serious is an exaggerated perspective of one of the images given to youth in today's society.
 
How might s non British audience view this representation?

They may vie w the representation of British youth as rebellious, unruly teenagers with no sense of civilization. There is not much respect shown between families which effectively causes conflict and arguments.

Is this representation realistic?

The representing is partially realistic because it includes some accurate behaviour and activity that youth carry out but is not completely accurate as it is overly exaggerated. And the representation isn't realistic in terms that, that is not how youth are generally potrayed or the only image that they maintain.