Media, Gender, and Identity

David Gauntlett discusses today's societal issues of media, gender, and identity in an excerpt from his book. For the sake of this discussion, I think that gender and identity should stand as one because they are both affected by media. To answer the question: are we victims to branding, advertising, and media? I believe that we are, to an extent. However, David makes a point that we design our own lives and that media serves as a guidance in that process.

There is some influence from what is advertised and displayed, but we also hold our own ideals of individuality. This seems to be a catch-22 situation, however, because individuality is derived and driven by media. Older generations are probably not as much victimized by the media, as David mentions that they are so mindset about the 'traditional' standards. I think we can all admit that there is at least some dependency on image--even people in their mid 40's and 50's like to buy expensive cars as a status symbol. Image affects not just the person who wears it, but everyone around them. If someone bought a Hummer (albeit gasguzzling & wasteful to environment) it is likely that the car in front of them in the speed lane will make way because of its intimidating size. Many people feed on their own image to feel better about themselves, to feel happier, powerful, and more in control. It was amusing to read how magazines such as Cosmopolitan and Glamour repeat the same advice, each time in a more surprising way. This can be viewed negatively or positively, depending on the reader's self-esteem, I think. I feel that there is an inevitable relationship between people and the media- the media feed off us and vice versa.

This connection allows designers to become more aware of the purpose of their work and how it affects not just what/who they are working for, but society as well- more specifically the gender and identity issues. We need to ask ourselves how a piece of media relates to others as we seek what is beneficiary to society and what is not.

Since we (the younger generation) already live in the age where new traditions are more liberal and accepting, I wonder if we will be further accepting to new trends over time. Not that I disagree, but I am curious of David's theory that "conservative attitudes develop throughout population as we get older."