From structural identity to elective identity; reproduction of identity through the media

Abstract

The bases of identities, which are expressions of individuals, groups or communities in terms of who or what they consider themselves to be, differ according to time and the stages of social change. Whereas identities were passed on to individuals by the society in pre-modern times, with modernization, individuals can determine their identities as they like. Identities are detached from their traditional bases in time and new kinds of identities replace them. Communication technologies or media play a significant role in this change. Media organize social or collective identities anew by bringing individual preferences to the foreground. They do this by joining local Networks to global ones. In a sense, they form an eclectic structure by redetermining the points of connection of existing identities. As this eclectic structure provides continuous mobility, individuals can move from one identity to another on the basis of their preferences. Overindividualization brought about by modernization, the eclectic approach of post-modern attitudes and the active nature of network society turn the phenomenon of identity into a fashion. Fashionable identities become selectable and alterable identities for individuals as in other consumer products. In other words, identities become items of consumption. Criticisms made about the issue of media reduplicating identities and turning them into elective items concentrate on the fact that there are no alternative identities different from the past and the judgment that individuals can choose their identities is an illusion.