Representation: theories of identity (David Gauntlett). The greater diversity of representations in modern media, audiences using media as a pick-and-mix resource to construct fluid identities, and the shift from singular role models to negotiated selves.

What this dot point is asking

OCR names David Gauntlett as the theorist for identity. Where Hall and the others stress how representation constrains, Gauntlett stresses how audiences use representations actively. You need his key ideas (greater diversity of representations, pick-and-mix identity, the shift from singular role models), the ability to apply them, and the judgement of how far audiences are really free to construct identity.

The answer

Greater diversity of representations

This diversity is the precondition for his theory: only because there are many representations can audiences choose among them.

Pick-and-mix identity

Gauntlett's signature idea is that audiences use media as a pick-and-mix resource: they select some elements and reject others to construct their own fluid, negotiated identities. Identity is not simply absorbed from a single source; it is assembled from many, and continually adjusted. This makes the audience active in identity formation.

From singular role models to negotiated selves

Gauntlett contrasts this with older media, which tended to offer narrower, more singular and fixed versions of identity, a clear ideal to imitate. The shift is from copying a role model to negotiating a self out of plural materials. This links directly to participatory media (Shirky, Jenkins), where audiences not only select but share and create representations of identity.

How free is the pick-and-mix?

The evaluative question is how free audiences really are. Hall and feminist theory warn that representations still construct and constrain, dominant ideologies persist, and not everyone has equal power to pick and mix. A balanced answer treats identity as actively built but within limits set by producers and ideology.

Examples in context

A strong answer applies Gauntlett to a product offering plural representations, contrasts it with older singular role models, and judges how free the pick-and-mix really is by weighing in Hall and feminist theory.

Try this

Q1. Explain what Gauntlett means by a "pick-and-mix" approach to identity. [5 marks]

• What the marker wants. Audiences selecting and rejecting elements from diverse media representations to build their own fluid identities, rather than copying one role model (AO1).

Q2. Analyse how one set product offers audiences resources to construct their identity, using Gauntlett. [10 marks]

• Cue. Show the diversity of representations, apply pick-and-mix, contrast with older singular role models, and note the limits set by ideology (AO2).