Today we split into group and went through the 'Symbolic Interactionist Theories of Identity' passage we were set to read last week. It looked at both Sheldon Strykers Identity Theory in 1980 and George J. McCall and J. L. Simmons Theory of Identity.

George Herbert Mead in sited that any idea about self can only be thought about with other people ideas kept in mind. This is to say that people think about what person they are in a certain situation. 'Self' changes with context and diferent social interactions.
Individuals are motivated to

Sheldon Stryker


Role Performances are based on information in a given situation

We adopt identities that compliment other in a current social scenario

self objectification

Commitment to an identity- if an identity is validated then commitment will increase.

situation structure is the connections and relationships between individuals or in a situation

In relationships there are set roles played by people. Some social structures are rigid, whereas other are fluid and allow for changing of roles with the paradigm.

Salience Hierarchy - The hierarchy of identities based on success and import to the individual

McCall and Simmonds (1960)

Self-criticism - self review is more important others

Always some dissatisfaction as we hold high standard for ourselves

Over perform to begin with then adjustments are made in reaction to others approval/disapproval

Places too much emphasis on self evaluation and self-image as opposed to other people

Ideal image in line with plans and goals

Identity as a drive force of behaviour

'Exchange negotiations'

'Altercasting' - forcing a personallity/ identity onto someone

rewards


RELATING THEORY TO PRACTICE

a brand has to change the way it is viewed within society. Often they have to find their USP to identify/categorise it with the social paradigm.

Brands want to be perceived in a certain way by their audience. Either classy so that their audience will strive to feel like they fit in that social environment, or alternatively make people feel higher in a social hierarchy than the brand.

How you want to be seen as a designer can affect the work that you produce and you design decisions.

Design for who someone aspires to be, not who they are. Ideal image, who they strive to be. Design is about appealing to someones ideal character.

Product design. We have to make the audience believe that they will be perceived as 'cool' if they bought our product.

Other peoples perception of a brand will influence an individuals.