Self-reflexivity is a concept in sociology developed by Anthony Giddens. It refers to the capacity of individuals to reflect on their own thoughts, feelings, and actions, and to make choices about their identity and lifestyle. In his book Modernity and Self-Identity, Giddens argues that self-reflexivity is a central feature of late modernity. He argues that the rapid pace of social change and the increasing availability of information have led to a situation where individuals are constantly having to question their beliefs and values. This, in turn, has led to a more individualistic and self-aware society.
Giddens identifies three key dimensions of self-reflexivity:
The reflexive monitoring of action: This refers to the ability of individuals to monitor their own thoughts, feelings, and actions, and to make adjustments as needed.
The rationalisation of action: This refers to the ability of individuals to make choices about their identity and lifestyle based on a rational assessment of their options.
The narrative construction of self: This refers to the ability of individuals to construct a coherent story about their life, which gives them a sense of identity and purpose.
Giddens argues that self-reflexivity is a double-edged sword. On the one hand, it can lead to greater personal freedom and autonomy. On the other hand, it can also lead to anxiety and uncertainty, as individuals are constantly having to question their own identity.
The concept of self-reflexivity has been influential in sociology and other disciplines. It has been used to explain a wide range of social phenomena, including the rise of individualism, the decline of traditional authority, and the increasing importance of lifestyle. In Western societies, people's lives are inextricably connected to consumerism and an advanced state of capitalism. This means that self-reflexivity - the choices we make that determine who we are and how we want to be seen - is also connected to consumption. So much of how we identify and how we present ourselves (both for ourselves and for others) is bound up with consumer culture. The rise of lifestyle marketing from the 1960s and the more recent evolution of experience marketing are powerful strategies designed to align products (or brands) with modern concepts like the self, lifestyle, and identity.
To summarise, self-reflexivity is an important concept for understanding the modern self. It is the ability to think about ourselves and our lives in a critical way, and to make choices about who we want to be. However, for some self-reflexivity may not be as Giddens suggests. Bourdieu, for example, argues that people generally think and behave in quite structured and predictable ways (even if they think that they are acting from free will) and therefore self-reflexivity is an illusion. For Bourdieu, self-reflexivity is only possible when someone is faced with a situation that falls beyond the scope of their dispositions (their habitus). For others, such as Matthew Adams and Lisa Adkins, self-reflexivity is about privilege. For Adkins, self-reflexivity looks different for women than it does for men since men almost always have more privilege than women. Adams agrees that self-reflexivity may be a chronic aspect of life in late modern societies however, he argues that only some are able to act on this and therefore for others self-reflexivity merely reflects their lack of social and material resources (the resources necessary to act on their self-reflexivity).
Self-reflexivity has received considerable criticism over the years, particularly for over-emphasising the agency that people have who live in the contemporary West despite continuing social inequalities. However, despite criticism, the concept has been adopted in much research (including my own) as a way of framing choice and how people make sense of self and identity in relation to their specific circumstances. Self-reflexivity can provide a helpful framework for understanding the variability in how people construct and maintain a sense of self. This can give us a greater understanding of our audiences, what interests them, and how to better improve our visual communications designed for them.
Some themes that could be explored using the concept of self-reflexivity are:
People reflect on themselves based on information that is around them. This could be experiences or it could be based on things they see in the media. How does graphic design contribute to people self-reflexivity?
Self-reflexivity posits that our sense of self is continuously being revised and reconstructed based on our current circumstances. What effect then does graphic design, in the various contexts that people come into contact with it, have on a person’s sense of self?
Self-reflexivity suggests that people construct their lifestyles quite independently but what role does graphic design and visual culture play in this?
Self-reflexivity can create a sense of insecurity as people navigate the multitude of choices that are available to them from one situation to another. What role does graphic design play in this and how can it be used to help people feel more comfortable with such choices.
Giddens' book Modernity and Self-identity is a great read for those interested in self-reflexivity and the circumstances of those living in late modern societies. It is written in a really engaging and accessible way and most libraries will likely have a copy. If you prefer your own copy, Amazon marketplace have many used copies for only a couple of pounds.