To be at stake

Does the highlighted section "what is at stake is the functionality of the self" mean:

1. Nike advertisements put personal identity at risk and ignore it

or

2. Nike advertisements consider personal identity and defend it

Context:

In its involvement in cultural politics and its play with the politics of representation, Nike advertising may be said to have moved well into realms of critical practice that are normally the territory of non-commercial art forms. As in so many contemporary advertisements, references to the product and its material value are muted in favour of a brand image, which in this case attaches itself to values of another order that are concerned with the politics and problems of everyday life. As in so much contemporary art, what is at stake is the functionality of the self in a world that, despite notable advances, still denies agency and control to certain subcultures and social groups. What brings these advertisements closer to art is the fact that they are discursive and invite reflectivity and critical engagement from the viewer (Art and Advertising by Joan Gibbons).