BRANDING AND THE CONSTRUCTION OF IDENTITY IN MEDIA
how do companies use branding and marketing to construct identities?
use of cultural themes and symbols
fostering subcultures
marketing messages that resonate with a particular cultural identity
promoting a particular lifestyle or attitude that is distinct from mainstream culture
sense of belonging that shapes cultural identity of that group
creating cultural associations
creates a connection with customers who resonate with the traits of the brand
WHAT?
branding
process of giving meaning to a specific organisation, company, products or services that shapes and creates a brand in the consumer's mind
good branding gives the company a competitive advantage over rivals and has a stronger consumer loyalty
creates a distinct identity in the mind of its target audience and consumers
affects how consumers view your brand
it communicates what the company stands for
https://www.dochipo.com/importance-of-symbols-in-branding/
brand symbols are more linked with human's perceptive abilities
when consumer associates certain emotions and ideas with the brand's elements
difference in corporate logos and symbols
logos represent a company
meaning-making : symbols are about the immediate thought-process and perceptions that appears in the mind of the consumers
social media/self-representation
how are people represented in the media?
what represents them?
how are stereotypes challenged/perpetuated in the media?
How do these identities intersect with personal identity, and what role does consumer culture play in shaping our sense of self?
International Perspectives
How do different cultures and societies approach the construction of identity in media?
How do media representations of identity vary across different countries and regions, and what can we learn from these differences?
Part of understanding our identity, therefore, means understanding how we fit in (or don’t) with other groups of people
identities are comprised of shared ideas, ideologies, biases and ways of seeing the world around us
media also plays a prominent role in creating meaning, shaping our values, defining who we are, and establishing norms
On social media, we express our identities through text, visual material, likes, shares, and links to other sites
stories are crucial to identity formation: nations share stories of their origins, political parties promote stories of what they have done and what they will do to improve society, groups may tell stories that demarcate who are members of the group and who do not belong
People may adopt or adapt existing narratives, they may use their own story to corroborate or counter a commonly shared storyline. In doing so, they provide clues about their self-identification
signals to the audience how we would like to be perceived
Politics
[example] Facebook
users refer to and paraphrase existing narratives, as we all can in everyday interaction, they can also directly engage with other people’s messages by sharing them or replying to them
how people use the activity of signalling individual identity politically to engage with political messages?
How do users respond to, reproduce, revise or reject the political narratives of their time, and how do other users in turn respond to these interventions?
are there multiple identities in different mediums?
"identity signalling"
engage with political messages by aligning themselves with a particular group or movement
[example - Donald Trump "Make America Great Again"?]
persona might wear a t-shirt or hat with a political slogan or symbol that represents their support for a particular political candidate or cause
signals their political identity and align themselves with like-minded individuals which can build on social connections and sense of community around a particular issue or cause
often used by media organisations and individual journalists to appeal to specific audiences and signal their own identities or affiliations
use of specific language, imagery, or narratives that resonate with particular audiences
media outlets may use specific terminology or framing to appeal to audiences with certain political beliefs or affiliations
include the use of language that aligns with a particular political ideology, such as "pro-life" or "pro-choice," or the use of imagery or narratives that resonate with a particular group, such as images of people of color in stories about racial justice issues
use of hashtags or retweets that signal support for a particular cause or political candidate, or the sharing of personal stories or experiences that align with a particular identity or community
(+) build connections with specific audiences and promote greater understanding of diverse perspectives and experiences
(-) lead to the polarization of media coverage and the perpetuation of stereotypes and biases
[example - TikTok]
TikTok utilises music and signalling to construct and express the user's identities on the platform
music plays a central role in the construction of identity in TikTok as users often choose songs that reflect their personal tastes, emotions, and cultural affiliations
TikTok's unique format allows users to incorporate music and video into their posts, proving ample opportunities for signalling and also allowing users to express their identities in ways that may not be possible on other social media platforms
TikTok users use popular songs to signal their participation in particular subcultures or communities, such as the "alt" subculture or the LGBTQ+ community
allows users to express complex identities that may not be easily captured through traditional categories such as race, gender or sexuality
Marketing and Identity: Strategy, Implementation, and Outcomes.
identity is fundamental in marketing as it helps to differentiate products and services and creates a sense of belonging among consumers
Identity-Signalling Theory
individuals use various signals to communicate their social identities to others
multiple social identities and use different signals, such as clothing, language, and behaviour, to signal their involvement in a particular group or social category
identity signalling to communicate their values, beliefs, and social status to others to form further connections and relationships and to also build on a sense of community with others who connects with their beliefs
brands may use identity signaling to attract consumers who identify with a particular social group or identity
political participation, individuals may use identity signaling to signal their political affiliation or values
highlights the importance of understanding the social and cultural contexts in which identity signalling occurs and the role of identity in shaping individual behaviour and social interactions
"Identity in the Digital Age: A Critical Review of the Concept of Identity in Relation to Social Media" by Rachel Hodge
authenticity, performance, and self-presentation
social media has created new opportunities for individuals to express and perform their identities, but has also raised questions about the authenticity of these identities and the ways in which they are constructed
"How Online Social Media Persona Affects Personal Identity and Self," Marlon Jovi S. Valencia
social media has transformed the process of identity construction, arguing that online personas have become an increasingly important aspect of individuals' self-presentation
social media personas have the potential to shape individuals' perceptions of themselves in both positive and negative ways
provide a sense of empowerment and agency, allowing individuals to express and perform their identities in new and creative ways
social media personas can be a source of pressure and anxiety, as individuals may feel pressure to present a curated and idealised version of themselves online
social media personas can have a significant impact on individuals' self-concept, as they may come to identify more strongly with their online persona than with their offline self
social media personas can create a sense of disconnection from the self, as individuals may struggle to reconcile their online and offline identities
"The Multiplicity of Identities: A Conceptual and Empirical Examination of Identity Fragmentation" by Constantine Sedikides and Tim Wildschut
individuals possess multiple identities that are shaped by various social and cultural factors
multiple identities can lead to feelings of conflict and tension, as individuals may struggle to reconcile their various roles and identities
multiplicity of identities has important implications for individuals' self-concept, behavior, and relationships
identity fragmentation can provide individuals with a sense of flexibility and adaptability, as they are able to draw on different aspects of their identity depending on the situation
essential for individuals to navigate the complexities of modern society, and for organizations to create inclusive and supportive environments
When a person uses or consumes a product or service from a particular company, they may develop a connection to that brand and incorporate it into their personal identity
company branding can also influence a person's values and beliefs
Many companies have brand messaging that emphasizes certain values or causes, and individuals who align with those values may feel a sense of connection to the brand
[example] someone who is passionate about environmental sustainability may identify with companies that have a strong commitment to reducing their carbon footprint and may incorporate that commitment into their personal identity
company branding can also impact a person's social identity
[example] someone who identifies strongly with the Nike brand may feel a sense of connection to the broader community of athletes and fitness enthusiasts who also identify with the brand
How do users employ these tools for identity communication and in what ways does the process differ from its offline counterparts?
rich opportunities for expressing their preferred self-image in short or lengthy text as well as through a number of audio/visual means.
linked to social identity, such as race, ethnicity, gender, sexuality, or religion
media identity intertwines with personal identity
"Exploring the Relationship Between Social Media Use and Identity Development" by Rachel Kowert and Susan Cohen (2016)
social comparison, self-disclosure, and identity experimentation
Social media allows individuals to explore different aspects of their identity and to connect with others who share similar interests and values
self-disclosure and self-expression
Facebook and Twitter provide individuals with opportunities to share information about themselves and to express their opinions and values
individuals may also be hesitant to share information on social media due to concerns about privacy and potential negative reactions from others
"Social Media and Personal Identity: A Complex Relationship" by Amanda Lenhart and Mary Madden
self-presentation and identity construction
Social media platforms such as Facebook and Instagram allow individuals to curate and present a version of themselves to others, and to receive feedback and validation from their social networks
self-presentation can be carefully crafted to represent an idealistic side of an individual which they feel may be more accepting to others; doesn't fully reflect an individual's true identity
social media can provide individuals with opportunities for self-expression and creative expression, which can also contribute to personal identity development
social media users can share photos, videos, and written content that reflect their interests and experiences
social media can facilitate connections and social interactions, which can impact personal identity development
allows individuals to connect with others who share similar interests and experiences, and to receive feedback and validation from their social networks
connections and interactions can contribute to a sense of belonging and identity within a particular community or social group
social identity theory
Ellemers, N., Spears, R., & Doosje, B. (2002). Self and social identity. Annual Review of Psychology, 53, 161-186
how individuals develop and maintain their sense of identity through their membership in various social groups
individuals categorize themselves and others into social groups based on shared characteristics such as age, gender, race, ethnicity, religion, or occupation
sense of belonging, self-esteem, and a shared identity with others who share the same social category
important behavioral consequences
favor their own social group over others and engage in behaviors that support their group's interests
preference for one's own social group is a natural and adaptive response that enables individuals to form cohesive groups and defend against threats from other groups
social comparison
process of evaluating oneself in relation to others who belong to the same social group
establish a sense of social status within their group
motivated to enhance their own social status by comparing themselves to others who belong to the same social group and demonstrating their competence, skills, or knowledge
intergroup behaviour
individuals interact with members of their own and other social groups
individuals tend to show bias in favour of their own social group, and this bias can lead to discrimination and prejudice toward members of other groups
bias is thought to arise from a need to maintain a positive self-concept and defend the social status of one's own group
McLuhan's "The Medium is the Message"
Bolter and Grunion's "Remediation"
McLuhan argues that the medium through which a message is transmitted is more important than the message itself.
medium is the message because it shapes and influences the way people perceive and understand the world around them.
media technologies, such as television, radio, and the internet, have a profound impact on the way people think and communicate
active agents that shape our perceptions of reality
medium through which a message is conveyed determines how the message is received and interpreted
television was a "cool" medium because it requires the viewer to fill in the gaps in the information presented. Television does not provide all of the details, so the viewer must use their imagination and interpret the images and sounds presented on the screen. McLuhan argued that this process of interpretation shapes the viewer's perception of reality and affects their behavior
theory of the medium is the message has important implications for the study of media and communication
convey a message is more important than the content of the message itself.
different media technologies have different effects on the way people think and behave
McLuhan's theory challenges traditional views of communication, which focus on the content of the message rather than the medium through which it is transmitted. It emphasizes the importance of understanding the ways in which media technologies shape our perceptions of reality and the way we communicate with one another
relationship between new and old media, arguing that new media remediate, or repurpose, older media forms, rather than simply replacing them
remediation as "the representation of one medium in another."
new media technologies borrow and repurpose elements from older media technologies in order to create new forms of media
remediation: transparent and hypermediated
transparent
new media technologies that aim to erase the medium in which they are presented, and instead, present the content as if it were being experienced directly
virtual reality, which aims to immerse the user in a simulated environment, and high-definition television, which aims to present images that are as clear and detailed as possible
transparent remediation borrows elements from older media forms, such as film and photography, in order to create new, more immersive experiences.
hypermediated
new media technologies that are characterized by multiple layers of mediation
websites and video games, often include multiple levels of interactivity and multiple types of media
hypermediated remediation borrows elements from older media forms, such as television and film, in order to create new, more complex forms of media
concept of immediacy, or the desire for media to provide an experience that is as immediate and unmediated as possible
while many new media technologies are designed to be transparent, they often fall short of providing an experience that is truly unmediated.
cultural and social implications of remediation
remediation has had a profound impact on the way we perceive and understand media, and has led to the blurring of boundaries between different forms of media
understanding the process of remediation is essential for understanding the ways in which media shapes our lives and our society.