MIGRAIN: Collective identity in the online age
Task 1 1) Who are you? - I think, therefore I am It outlines how identity used to be seen as fixed and determined by social structures such as class, gender, religion and family roles. From citizen to consumer This section describes how advertising and consumer culture encouraged people to see themselves as consumers whose desires and identities could be shaped and satisfied through products. The rise of the individual Here the article argues that late-20th-century individualism promoted the idea of a fragmented self, with people using products and images to express an “ideal” version of themselves. Branding and lifestyle This section explains how brands sell lifestyles and personalities rather than products, creating the illusion of individuality while actually encouraging conformity. Who will we be? The final section explores how social media, avatars and data mining allow identities to be packaged, monitored and sold, turning self-image into a commodity. ...