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Author
Mamzer Hanna (Uniwersytet im. Adama Mickiewicza w Poznaniu)
Title
Tożsamość a image
Does Image Equal Identity?
Source
Człowiek i Społeczeństwo / Uniwersytet im. Adama Mickiewicza w Poznaniu. Wydział Nauk Społecznych, 2006, t. 26, s. 45-58, bibliogr. 17 poz.
Issue title
Kłopoty z tożsamością
Keyword
Psychologia społeczna, Tożsamość, Wielokulturowość
Social psychology, Identity, Multicultural
Note
summ.
Abstract
W momencie rozważania procesu i prawidłowości kreowania image pojawiają się przynajmniej dwa interesujące pytania:
  1. W jaki sposób rozróżnić tożsamość od image, jeśli jest to w ogóle możliwe?
  2. Na czym polega kreowanie i fabrykowanie zarówno tożsamości, jak i image?
Idealistycznie rzecz biorąc, można by założyć, że do rozważania powyższych zagadnień można mówić o kreowaniu tożsamości i fabrykowaniu image. Jednak te pojęcia mogą się także krzyżować ze sobą, co oznaczałoby bardziej złożone zjawisko. Intrygujące jest, że psychologia organizacji oraz teoria zarządzania zupełnie inaczej rozumieją obydwa terminy: następuje tu swego rodzaju przesunięcie znaczeń. (fragment tekstu)

The issue of manufacturing identities corresponds strongly with many contemporary theories representing discourse on identity and stressing specificity of postmodern conceptualization of both: notion of identity and theoretical analyses of the way identities are constructed. There are certain characteristics highlighted of mentioned approaches: identity is analyzed as a process, not a stage in human development (approach is rooted in E.H. Erikson's theory); identity is an individual task which each human being fulfills according to his or her own preferences (Z. Bauman); the fact of individual construction of identity may cause many problems but also opens new options (A. Giddens); identity does not mean copying but creating. Those approaches in general emphasize individual input of each human being in constructing their own self-definitions. The term "manufacturing" refers however clearly to factory reality, the technological revolution and mass production begun by Henry Ford and Frederick Winslow Taylor. In the text I analyze similarities and differences between these two very close but at the same time very different notions: the one of identity and the one of an image. Both of them to some extent overlap each other, but they also contain very unique elements, which allow me to provide a negative answer to the question formulated in the title. Images tell stories, but are not equal to identities. The second issue which is analyzed is contradiction between creation and manufacturing, as well as their connections with image and identity. Links of those four notions are complex, and can be examined as a form of matrix-like pattern. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of University of Economics in Katowice
Bibliography
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  1. Bauman Z. (2004), Wasted Lives. Modernity and its Outcast, Polity Press, Cambridge.
  2. Baudrillard J. (1994), Simulacra and Simulation, The University Press of Michigan, Ann Arbor.
  3. Blumer H. (1986), Symbolic Interactionism: Perspective and Method, University of California Press.
  4. Cooley Ch.H. (1956 a), Social organization, The Free Press, New York.
  5. Cooley Ch.H. (1956 b), Human nature and the social order, The Free Press, New York.
  6. Domańska K. (1992), Metafora komputerowa w psychologii poznawczej, [w:] M. Materska, T. Tyszka (red.), Psychologia i poznanie, ss. 12-37, Warszawa.
  7. Erikson E.H. (1968), Identity. Youth and Crisis, Faber and Faber Limited, London.
  8. Foucault M. (1993). Nadzorować i karać, Aletheia-Spacja, Warszawa.
  9. Giddens A. (1991), Modernity and Self-Identity: Self and Society in the Late Modern Age, Stanford University Press, Stanford.
  10. Habermas J. (2003), The Future of Human Nature, Polity Press, Cambridge.
  11. Mead G.H. (1967), Mind, Self, and Society: From the Standpoint of a Social Behaviorist, The University of Chicago Press, Chicago.
  12. Mead M. (1970), Culture and Commitment. A study of the Generation Gap, Doubleday.
  13. Schmidt A.J. (1997), The Menace of Multiculturalism. Trojan Horse in America, Praeger, Westport.
  14. Schmitt B., Simonson A. (1997), Marketing Aesthetics: The Strategic Management of Brands. Identity and Image, The Free Press, New York.
  15. Szahaj A. (2004), E Pluribus Unum? Dylematy wielokulturowości i politycznej poprawności, Universitas, Kraków.
  16. http://www.landor.com/
  17. http://www.lippincottmercer.com/publications/a_lippincott.shtml
Cited by
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ISSN
0239-3271
Language
pol
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