David Gauntlett’s identity theory

 I made a ppt about David Gauntlett’ s identity theory (shown on a post from October 25). Then I read the chapter about Gauntlett’s identity theory in the Media Theory for A Level book by Mark Dixon to enhance my understanding of the theory.

-heavily influenced by the work of Anthony Giddens: Gauntlett uses Gidden’s argument's to explore effects of contemporary media

-the diversity of new new products and channels facilitates the process of identity editing by audiences.

-we have desire to manipulate the way that we engage with the world

-marketing and advertising agencies construct multiple possibilities of who we might be through product branding. They provide us with glimpses of who we might become (the ideal version of ourselves) 

-theorists who challenge Gauntlett’s identity theory: Stuart Hall, Bell Hooks, Paul Gilroy