Territory: In my project I have chosen to focus on MTV as a producer of identity in contemporary society. I intend to focus mainly on the issues of identity in contemporary western culture and the possibilities of its manipulation for greater gains than mere financial profit through focusing on MTV. Objectives and questions: Can a coherent and stable sense of identity exist without a sense of history, and particularly a collective history and a feeling of belonging to a larger group, be it a nation, race, or more contemporary forms of groups (e.g. social groups defined by musical taste, class, political dispositions, etc.) Can there be such a thing as an “authentic” identity? One that isn’t shaped in any way by outside influences, even if we choose not to follow any parochial notions? Is there any possibility of such an endeavour being pursued by the majority of the population? And if not, what does this mean for an age fraught with identity crises and in which anyone with the know-how can take advantage of this fact? Key concepts: Identity, Alienation, Division of Labour, Authenticity, Myth, Identity Production, Synaesthesia. Main sources: Andrew Goodwin’s Dancing in the Factory of Distraction, Sartre’s Being and Nothingness, Burroughs, Erik Erikson’s work on identity and more.