Formation of Global Identities through Mediated Images: the Indian Case

Vaijayanti Bezbaruah

PhD Scholar, Centre for the Study of Social Systems, Jawaharlal Nehru University, New Delhi. Email:

 Volume 1, Number 1, 2018 I Full Text PDF


In this paper an attempt has been made to explore the question of identity and how it is formed among the youth through the influence of the media. Popular culture which is often expressed through the media is important because of its mass appeal and its impact. It affects the identities of millions and also shapes self-identification and perceptions of the ‘body’ as well as the ways in which the ‘self’ and the ‘other’ look at each other. The challenges that the youth often face and the dualities of their own ‘selves’ are areas which needs to be sociologically understood. Amidst the expectations of the society, wherein one has an undefined pressure of image maintenance, in terms of taste of fashion, music, language, food which is often informed by the effects of globalization does ones actual identity gets lost? This paper therefore also looks at the blending of identities in the backdrop of globalization. To understand this process of identity formation the Goffmanian understanding of the “presentation of the self in everyday life” will be useful.

Keywords: Identity, globalization, media, youth