Fluidity of identity– Gauntlet comments on how someone’s identity can change because of how men and woman are being represented in media. Showing how our identity is not always fixed because we are constantly adapting to new cultural norms. He now says we have a “greater diversity of identities”.

Constructed identity– Even though the representation between men and women are becoming more balanced, there are still a variety of cues we use to construct our identities. Magazines, Movies or the opinion leaders who dominate our society (influencers, celebs) all help us to “construct” this identity for ourselves suggesting ways of living by acting on their advice or recognising ourselves in a character of a film.

Negotiated identity– A negotiated identity is a balance between our own desires and meeting the expectations of others. Showing how we want a balance of being with others and retaining our own strong identity.

Collective identity– This refers to our sense of belonging to group, weather that be out of a shared interest/experience or even something in common. Our desire to engage with others and “fit in”.