Communication Theory Of Identity In Advertising

Identity is a group of characteristics, data or information that belongs exactly to one person or a group of people and that make it possible to establish differences between them. The consciousness that people have about themselves is part of their identity as well as what makes them unique. According to psychologists, identity is a consistent definition of one’s self as a unique individual, in terms of role, attitudes, beliefs and aspirations. Identity tries to define who people are, what they are, where they go or what they want to be or to do. Identity could depend on self-knowledge, self-esteem, or the ability of individuals to achieve their goals. Through self-analysis people can define who they are and who the people around them

When I was asked to create a “Social Identity Wheel” during last week’s common hour, I expected the wheel to be just another icebreaker game. We’d each create a different social identity wheel; choosing not only which identities we resonate with, but then to measure the impact each identity has on what we think of ourselves. However, by the end of common hour I had realized that a social identity wheel is more of a personal project. Its purpose was not to teach myself about the identities of my peers, but to critically think of my own identities in relation to some core concepts about social identity.

The world has become modern and global. Identification of the self is a complicated, though, an important problem of every individual. Self- identity is based on inner values and reflections on culture, politics and social interactions. The main point is that people label themselves to any particular group in the society (Worchel etc., 1998). According to Ferguson: “Identity commonly refers to which it makes, or is thought to make

Identity is something that some people have a really hard time with, deciding who you are or who you want to be seems like a simple task but for some the choice to choose who they want to be isn’t always their choice. James Paul Gee author of “Literacy, Discourse, and Linguistic: Introduction” talks about identity and how people have different Discourses depending on what social situation a person is in. Gee created and described Discourse as “ ways of being in the world; they are forms of life which integrate words, acts, values, beliefs, attitudes, and social identities as well as gestures, body positions, and clothes”(Gee). Gee talks about how discourses are pretty much an “identity kit”, which means a person is able to take on different

Alberts, J., Nakayama, T., & Martin, J. (2007). Communicating Identities/ Communicating Perceiving and Understanding. In Human communication in society (3rd ed., pp. 54-102). Upper Saddle River, NJ: Pearson/Prentice Hall.

An individual’s identity has an impact on our behavior (Bibble, Bank, Anderson, et al., 1985). According to Thorits and Virshup (1997) they assert that there are categories that individual’ s employ to explain themselves, which comprise sociodemographic characteristics such as social roles, social types, or personality traits. These categories guide identity-relevant behaviors based on identity ideals associated with meanings and expectations (Eifert, Adams, Dudley,

“We are not born knowing who we are or what our place is in the social landscape; we learn to be American or Japanese, male or female, husband or wife, or Amy, Richard, Micheal, Rachel, or Rebecca.” Our identities are constructed by this “social landscape”. The social construction of identity takes place by living life through first hand experiences and through certain social circumstances. Amartya Sen says,” Classification is certainely cheap, but identity is not. More interestingly, whether a particular classification can plausibly generate a sense of identity or not must depend on the social circumstances.” Identity is a complex matter but can be defined in simple terms. It is who you are. Your personality, the way you act in response to

We each have a unique personality that no one else can match perfectly but our social identity is a way to connect to other through our similar characteristics. King (2012) states “Social identity is the way individuals define themselves in terms of their group membership” (pg. 428). We all have titles we carry with us like being a mother or father, a daughter or son, and even a sister or brother the list can go on and on. Within these individualities we have a

Communication theory of identity (CTI) is an integrative framework developed by Michael Hecht which explores the social, individual, and collective aspects of a human being (Hecht). Hecht argued that identity was a social phenomenon of human beings rather than a central element (Hecht). According to the communication theory, Hecht conceptualized identity as a multifaceted social phenomenon experienced at multiple layers. He argued that verbal and behavioral communication frameworks evolve continuously over time (Hecht).

There are various kinds of identity (individualized or shared) that people are expected to possess. (Hollinger, 2004) namely; personal identity which is known as a

Identity in a sociological sense is more than individual genetics or individuality. Self identity is made up by many characteristics including; our personal experiences, beliefs, socio-economic status and other factors. Society plays a huge role in determining identity, although true identity generally isn’t a true reflection of an individual’s self identity. Over the generations there have been

In general we differentiate between two “kinds” of identity. On the one hand there is the so called social identity, which stresses self-interpretation as a member of a certain social group and on the other hand there is the personal identity, which puts it´s emphasis on individuality and distinctiveness. This distinction is widely known as “patchwork-identity”. Both identities are only a subgroup of many different subjectively interpreted identities that everyone of us has innate.

This particular theory views identity as conditional and self motivated as well as being related to one’s culture. Although other theories on identity consider the personal and social identity to be separate, SCT considers the personal and social identity to be

According to Hecht (2015), the “Communication Theory of Identity” began with the study of “self” (p. 176), which found its origins in philosophy (Mead, 1913) and, more modernly, in psychology and sociology (Hecht, 2015, p. 176). The focus on individualism began as early as the 1950’s under the constructs of self-esteem and self-concepts when questions arose about how people thought and/or felt about themselves. Scholars believed that understanding how individuals thought and felt about themselves would pave the way to better understand how people communicate. When scholars referred to “self” in a singular form it assumed that an individual had one single identity. The problem with this perspective is that, as found later, people assume a “layered” identity. For example, an athlete may be hard working on the basketball court, but aggressive and self-protected on the streets of Richmond, California. The more modern study of “self” in the disciplines of psychology and sociological describes “self” as forming from social interactions and perceptions of others. For example, how key adults such as teachers, coaches, and/or church leaders influence a child’s development. Over time, the term “self” became the term “identity. “Identity” draws on the sociological “social role theory” that detailed how people define themselves through the roles they play in society. Veering away from “self” and assuming the “identity” approach presented a more complex and precise depiction of people

1. Identity is people's concepts of who they are, of what sort of people they are, and how