DISSERTATION

IDENTITY
Theorist, Singal, (2017) suggests that society’s young generations are too involved with
social media/technology, rather than the goings on in real life. The population has
become disconnected from society but, in turn, have become more connected with the
society of media. An implication of this, is that media presents a false idea of what is
expected from young people, to fit into a trending environment.
For instance, public figures (celebrities/bloggers) influence people to revolve their
lifestyles according to their own actions and doings. This is related to neuromarketing
(subconscious marketing) where the public figures are subconsciously selling their
lifestyles. Brands know consumers are striving to express/present themselves in a
certain way, and therefore use this to play on their emotions and feelings. – (LSN, 2017).
Fashion media, particularly magazines and other publications, present these factors
visually. As online resources are easily accessible today, it is likely that millennials use
this tool to keep a watch on the latest fashion trends and updates.
As a result, this demonstrates the effects on an individual’s identity, through the
portrayal of media on its audience.
21
“ The organism has one
basic tendency and
striving - to actualize,
maintain, and enhance
the experiencing
organism”
- (Rogers, 1951)
Author’s Own Photography