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.
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