What is collective identity? Respond to the statement that “Media simply represent collective identity, they don’t create it.” How far do you agree with this statement?Gender.

Collective identity; a sense of belonging to a group who share a set of traditions and values. On the terms of gender, it refers to the socially constructed roles that have been deemed “appropriate” for each men and women. Vern & Bonnie Bullough (1993) suggestion that men are the providers and women are the nurturers is used in the family television show- The Simpsons, with Homer being the family provider, going to work and Marge staying at home cooking for the family.

The medium of magazines present gender collective identities through what is believed to be the stereotypical objectives in order to sell to their target audiences. Magazines such as “GoGirl” use of pastel colours and princesses suggest all young girls should be looking up to damsels in distress as what they will grow up to be, dependent on men; thus creating a society of patriarchy. This view of selling to a female audience is linked with the example of Disney fairy tales such as Snow White, in the portrayal of women needing a man in order for them to be “well”. In contrast magazines that are aimed at boys, include bold texts, blue colouring and super heroes implies the male gender must always be strong for the reliance of women. Furthermore, Laura Mulvey (1975) notes how the male gaze is used as a role in the selling of men’s magazines; including “Men’s health” magazine, by using an image of a “ripped” with a woman model clung to his back. This portrays men’s use of women are as an accessory- the same way a ladies magazine might have a women holding a bag; the magazines key selling point. This example of the male gaze being used in a magazine shows how the media represent collective identity because the creators of it portray what they believe would be important sellers- with the Men’s health magazine, other men may see it as suggesting that in order for them to “get a girl” they must have the same type of body.

Another example of how the media represent collective identity of gender is through the statistic formed by the Guardian in 2011- ‘only 22% of reporters are female whilst 77.4%’. This shows how patriarchy is reinforced within the media because the perspective dominantly portrayed to the audience is of the view point of the male gender. Further examples in include the 1938 ad of fairy liquid, with the woman washing up and her daughter watching her- learning what she must ‘aspire to’. With the script such as ‘not just that they make your hands soft and pretty’; suggesting the two factors a female must try and become is pretty and a use of domestic labour. The fairy liquid example links with the theory defined by vern & Bonnie Bullough (1993) of the gender roles socially constructed directly linked with heterosexual roles- with the female gender role being perceived as the care giver. Thus linking to Ferri & Smiths dual burden- the suggestion that women are exploited and oppressed through the use of domestic labour including house work and child care but also having to go out and earn money as a supportive income to the family. Therefore this argument shows that the media do only represents collective identity and don't create it because this

is was at the time was seen as the correct behaviour and roles. However this can be argued that the media is the use of medium used in order to help reinforce these collective identities upon gender- oppressing the public into believing this to be the only way of living. This argument links with Althusser’s form of ideological state apparatus and that media is used as primary socialisation of the younger generation- a way of reinforcing the oppressing social values and beliefs used in order to form a exploitive society.

A little bit later than the fairy liquid advert, a vitamins ad was released with the strap line of ‘the harder a wife works, the cuter she looks’. This interlinks with the example shown above; although this one was a little later in time, it still suggests the do,estimated oppression placed upon the female gender, it implies that a women would only look cute if they do the domestic work that apparently it's manly enough for men.More over, this links with Earp and Katz (1999) theory who claim the media is responsible for a steady stream of images that define ‘manhood’ as connected with dominance and control. The use of the vitamins advert using an image of a male in a suit standing dominantly over the wife suggests to men who see this ad that they are to act in this manner to their partner/ wife – thus suggesting the reinforcement of collective identities. On the other hand, the hypodermic needle theory; the suggestion that a message portrayed is wholly accepted by the receiver- implies that if it wasn't for the media publicising messages such as this gender roles wouldn't be as dominate. With the media being one of the main forms of learning in the modern world, there is the question left of whether with out it socially constructed roles of gender would be a strong.

Furthermore Ferri & Smiths theory of the dual burden is also portrayed in the advertisement of the 125 years of evolution- Bosch. Showing from the years of 1886 to 2011, the only factor to of massively change (other than the technology progression of washing machines) is the clothing. The woman in the post recent stage is shown doing the washing and wearing work uniform- they have to spend their day out earning a wage but then have to come home and do the domestic work as well. Therefore this example suggests the media representing collective identity because it has shown the progression of women- they are getting more rights with the equality of working, yet they are still oppressed through the domestic role.