Key Words/Ideas:

• Diversity
• Identity (David Gauntlet)
• Gender Performance (Judith Butler)
• Detonation (Barthes)
• Intersectionality
• Queer Theory
• Jean Kilbourne
• Bel Hooks
• Hegemony
• Hybridity – Genre (Steve Neale)
• Semiotics
• Transformation of the Public Sphere (Habermas)

Opening Para:

David Gauntlet states we construct our own identities through different influences such as people/experience/interests which may not be the traditional cultural norm. Similarly, Judith Butler expresses the idea that gender identity is changeable and fluid as we ‘perform’. That boss life, is an advert focusing on contemporary representation and construction of identities. Meaning it is much more progressive and provocative then ‘Score’ as it includes different representations of age, race, gender and sexuality.