OUGD501 IDENTITY AND CONSUMPTION

Identity:

• Identity is an individuals personality
• How you're perceived 
• The fact of being a person
• Description of a person with specific characteristics that makes them them

Consumption:

• The action of using up a resource
• Purchasing an item and using it
• The use of something that it is made for
• The process by which goods and services are, at last, put to final use by people (economics) 

• Snackrite
• Converse
• Weeto's
• Kingsmill
• Red stripe
• Fred Aldous
• Aldi
• Head and shoulders
• Right guard
• Primark socks
• Greggs

Multiple identities:

• Multiple identities is when someone changes the way they are depending on the situation they are in. For instance most people might have a role to fit into within the daytime like a job and at night they may go out to a club and their persona may change via the way they dress for example.

How are identities formed?

• When people reach adulthood they tend to grow feelings, political beliefs and find things that motivate them. Also more obvious things are effected like how they dress. These things are usually decided by the way we are bought up and our surroundings.

What is social categorisation? 

• We naturally categorise people within different categories due out upbringing and learning about different cultures. We can identify these different 'categories' naturally by the way people look and dress and also what they believe in. 

What is social comparison?

• A way where people compare themselves to others via their political beliefs or fashion sense etc, and find out where they belong. We conduct these comparisons based upon the social categories we have created within out modern culture. 

What is social identity theory?

• A persons sense of who they are based on a certain group they are apart of.

An example of strong brand identity:

• Adidas has a really strong brand identity. People can recognise the three stripes from a great distance and still identify what that is. Adidas have been apart of many sport related advertising campaigns originally labelling people who where the three stripes as being active or athletic. Now a lot of different social categories celebrate the three stripes for different reasons but it can still be recognised from a far in the mix with other brands.

What are the negative effects of a body image?

• The media has manipulated the way people think that physical appearance is important in belonging to a certain type of social category. This can effect peoples mental stability when attempting to match these 'picture perfect' people.

What is self discrepancy theory?

•  This theory preposes that there a three types of self-schema (schema - being organised sets of expectations and associations about an object) 
• Actual self - the way people are at the present point in time
• Ideal self - the self that we aspire to be
• Ought self - the way we think we should be