David Gauntlett

David Gauntlett’s theory of IDENTITY is relevant to both the forms of advertising and marketing, and music videos. He asserts that the media provides us with the ‘tools’ or resources that we use to construct our identities, Both advertising and music videos offer role ,models for viewers; he suggests that they then ‘pick and mix’ which aspects of the product we want to use in constructing our identities.He also asserts that the media today, unlike in the past, offer a more diverse range of stars, icons and characters from whom we may pick and mix different idea. This can be applied to the study of music videos where an audience can find an artist who best resonates with them and their attitudes and beliefs. 

David Gauntlett’s theory could be applied to Beyonce’s Formation video, the reason for this is because Beyonce represents herself as a powerful women in different scenes in Formation and by having power black female role model such as Beyonce it intrigues viewers and could possibly influence young black girls to fight for themselves and be powerful, it also allows them to see Beyonce for who she is and to inspire to be like her.