Gauntlett's Identity Theory

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David Gauntlett: 

Older vs Newer Representations

His beliefs:

  1. Audiences get a sense of their own identity from the media products they consume
    -e.g. (1960s) Women's Realm magazine, women got ideas of what was socially acceptable, e.g what products to buy as a housewife and what person they needed to be

  2. Past = stereotypical, straightforward, simple, binary gender representations of identity
    -e.g. men = strong and brave, take care of their wives, and go to work
    -e.g. women = housewives, caring, emotional, little independence

    Now = Diverse, complex representations (particularly of gender)
    -e.g. if you're studying online media, watching vlogs on YT etc.

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