Stryker, Althusser and Marcuse Theories on

Althusser’s Theory

Althusser’s concept of ‘interpellation’ purported to show how an individuals identity or sense of self is absorbed in and produced by the dominant ideologies within a society

Althusser’s Theory

Interpellation occurs when a person connects with a media text: when we enjoy a TV show, for example, this uncritical consumption means that the text has interpellated us into a certain set of assumptions.

Althusser’s Theory

In other word, we are interpellated (seduced) into a certain view from the media we consume.

For example a lifestyle magazine using glamorous photography to interpllate its readers into a particular world view, or certain identity representations on TV or Film which interpllate viewers into certain beliefs.

Media, Gender and Identity (David Gauntlett)

Stykers Theory

Stykers (1980) identity salience hierarchy refers to the ordering of identities into a hierarchy in such a way that the higher the positioning of a particular identity, the higher the probability of its activation

Stykers Theory

Identity salience is defined as the probability of a particular identity being invoked by self or others within or across social situations.

While an identity is often invoked wilfully, the role of commitment could change the salience.

Stykers Theory

Example question to illustrate how salience and commitment are related to identity:

Why does one parent, given a free weekend, spend it playing golf with friends while another takes his or her children to the zoo?

Stykers Theory: discussion Golfer identity> Parent identity>

Salience= the importance of a specific identity

Commitment= could change which identity is higher up the hierarchy.

Marcuse Theory

Marcuse’s account of identity formation is negative as he is mainly concerned with the political and social forces that limit identity formation.

Marcuse focuses on the constraints placed on identity formation.

Marcuse Theory

His central argument is that identity formation is controlled by the forces of consumerism and technology, leaving no room for the internal ego identity, the inner self, to develop.

Marcuse Theory Marcuse argues that society creates false needs

which divert us from our private identity.

These false needs are created through advertising and the media in general, emphasising the need to behave and consume like everybody else.

From Chicago to Frankfurt: Goffman and Marcuse on Identity 3 April 2006

Activity

Argue ways that you could relate each theorists argument to our case study texts.

E20 Inbetweeners Attack the Block