We began the seminar by discussing the main topics within the lecture.
- Can't escape
- Essentialist Thinking
- Societys impact on Identity - Nature vs. Nurture debate
- Digital Identity - Escape your own identity, become someone else, reinvent themselves, 'Second Life'
When then looked at the topic of Identity and 'The Other' in visual representation in more detail which is something that was touched upon in the lecture.
- Creation of identities
- Concepts of 'otherness'
- Analysis of visual example
Then, in pairs we discussed 'what makes you, you?'
Essentialist
- Physical features
- Hair colour
- Eye colour
- Physical build
- Height
Anti-Essentialist
- Clothing / shoes
- Hobbies
- Interests
- Where you are from
- Family / friends
- Money
- Socialisation
- Institutions
- Environment
- Marital status
- Era you were born in
- Diet
- Physical
- Social
- Education
We were then asked to discuss; How do you express your identity?
- Mannerisms
- How you treat people
- Personality Traits
- Possessions - Fashion, Brands
- Social interactions
- Accent
- Hobbies
- Interests
- Individual Subjectivities - Sense of self, complex
Identity Formation
- Process from psychoanalysis
- Jacques LACAN
- The 'Hommelette' - Stage in which babies do not understand / are not aware of themselves
- The 'Mirror Stage' - Stage which usually occurs between 6 and 18 months in which the baby will see itself as an individual
'Mirror Stage'
- Sense of self (subjectivity) built on: A illusion of wholeness and receiving views from others
RESULT = Own subjectivity is fragile
Constructing the 'other'
- Problems: Relies on the assumption of opposition and radical otherness
- In the same way that we create our own identities - In opposition to what we are not - So does a society
Identification
- Shores up unstable identities through the illusion of unity
- Shared fashions, belief systems, values
Task:
Analyse one image from the media, a news story etc. which attempts to secure an identity for the audience, what it promises you by 'othering' at the expense of others. (minimum of 300 words)
This theory of ‘othering’ refers to the
process of securing an identity for the an audience at the expense of the
‘other’, this could perhaps by using a contradictory message or image thereby
showing them what they are not and reinforcing what they are.
The 2010 advertising campaign for fashion
retailer, French Connection UK is an example of how the theory of ‘othering’
has been incorporated within the media to secure an identity for it’s target
audience and ultimately sell a product.
The campaign itself is split into two
aspects, ‘Man’ and ‘Woman’ and is targeted at young, aspirational men and
women.
Each design for the advertising campaign
incorporates a simplistic, bold statement in attempt to secure a identity for
its target audience as being these ‘trendy’ young things.
Across the campaign there is a whole series
of statements such as “man should be brave” which ultimately build up the
identity for the imaginary “man” character, showing the audience what he does,
what he says and how he acts.
By associating these actions and feelings
of the “man” or “woman” with their brand, French Connection in turn secure the
identity of the target audience. If they too act or feel this way or do these
things they are this ‘hipster’ character French Connection have invented and
are unique and ahead of the crowd.
In contradiction to this if perhaps a
member of the target audience who sees these adds do not do these things or act
this way, it will secure their identity as someone who is not part of this
‘hipster’ crowd and therefore not able to shop at French Connection?
I believe it to be quite ironic that French
Connection have created this ‘hipster’ character through the use of their
advertisements, ‘hipsters’ are supposedly this group of people who are unique and
yet French Connection have managed to create a identity of this ‘unique’ person
which appeals to a large target audience whom are now secure in this identity
for themselves.
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