The text suggest that human beings form a subjective identity as a way of expressing to others who we are, but this is also influenced by our surrounding and other people/groups we wish to belong to at that time. Multiple identities refers to the different roles a person adopts in life (eg, a lawyer, mother, friend) and how this creates multiple identities within one person; which in tern is represented through different products. These products help an individual to manage and maintain a particular identity.
2. How are identities formed?
After self recognition which is developed around the age of 2, our identities are constantly influenced by those around us (parents, peers, schools, societies) as well as cultural influences such as advertising. Factors such as individual motivations, political beliefs, group membership and physical appearance also has a large role in developing an identity when a person reaches adulthood.
3. What is social categorisation?
Social categorisation involves people accentuating there perception of other as a way to find similarities/differences between themselves and those they are categorising. These judgements are often based on material possessions or a group stereotype which can lead to the individual becoming depersonalised; this realises he question of whether categorisation is actually representative of what a person is truly like or whether it’s just a stereotype.
4. What is social comparison?
This relates to how people learn about themselves by understanding their similarities/differences to others; which is drives by a need to maintain or increase positive self-esteem. Self esteem can be linked to feelings of belonging (within a group) which can be used to describe consumer culture as people buy the ‘right’ product that can provide a person with group membership or make them feel included. People can compare in a way that they make downward social comparisons (looking at those who do less well than us), as well as upward comparison which can have a harmful effect on our self esteem.
5. What is social identity theory?
Social identity theory suggests that people's perceptions of their selves/ their identities is based and influenced on the groups around them. This can be looked at in terms of how social comparison leads to a person acting in a certain way/ buying into a certain image as a way to belong to a group. Social Identity Theory suggests that this is important and a sense of belonging and togetherness is essential to encouraging a positive self esteem.
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