Discursive Identities in Media Culture

Abstract

The polysemantic nature of the identity concept predetermines the fact that the entity in question cannot be limited to a specific scientific field. Thus, it has to be considered from various research perspectives as philosophy, psychology, sociology, anthropology, communication, social psychology, etc. A multitude of factors influence the current context related to shaping cultural identity and, first of all, the complexity of the post-modernistic world, in which there has been an obvious fragmentation of the public environment. Thus, the research of Discourse identities (a concept coined by the French linguist Patrick Charaudeau and widely used in the international scientific framework) and of the identity representations from the media culture must indispensably be associated with the phenomenology of intercultural communication. Media culture is a technological, industrial, sociological, cultural and trade phenomenon, therefore its productions must be permanently related to the sociocultural context in which they were or are created. And since the present analytical approach is focused on the identity aspect of the audiovisual arts or, in a broader context, of media culture, it is natural that the “talking subjects”, as creators of symbolic goods, be in the forefront of this scientific discourse alongside with their past and present day productions.