David Gauntlett and Formation – Weebly

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David Gauntlett
Theories of Identity
Emily + Jake

Main Concept

● The idea that the media provide us with resources that we use to construct

our identities.

● The idea that whilst in the past the media tended to convey singular,

straightforward messages about ideal types of male and female identities, the
media today offer us a more diverse range of stars, icons and characters from
whom we may pick and mix different ideas.

Formation- Beyonce

Traditional roles of women are now rarely seen within
in the media; as stereotypes have dramatically
changed.

However, in Formation, Beyonce is wearing
antebellum clothing which contradicts with Gauntlett’s
theory.

Although she is wearing traditional clothing, the
costume is stereotyped with affluent white women-
representing an alternative identity for Beyonce.

Formation- Beyonce

Alternative ideas and images, constructed about
males and females, have created a space for
diversity of identities.

By Beyonce frequently dancing front and centre,
throughout the music video, she is conveying her
powerful identity. Her authoritative figure is further
represented in the shots of her on top of the police
car. By Beyonce having various identities
throughout the video, it is clear that Gauntlett’s
theory of identity is relevant to modern media.

Formation- Beyonce

Throughout the video there
are many different characters
presented, this conforms with
Gauntlett’s idea of there being
a more diverse range of stars,
icons and characters, from
which the audience can pick
and mix different ideas.