Fluidity of Identity The ability to change how something is seen or something having no set identity

Constructed Identity How something is “meant” to be seen

Negotiated Identity An understanding of somethings identity through a collective

Collective Identity Belonging to a group

“There is a sense that this brand is about celebrating what is already there and encouraging customers to be themselves.” – Fluidity of identity

“I don’t think that putting someone’s face on something sells a bad product,” – Paul Lazarfeld 2 step flow model

 “products that excite the senses and blur the boundaries” – Fluidity of identity

Stylized repetition of acts and repeated performance – shows gender normative stereotypes and countertypes. These reinforce gender consistently through non verbal communication. For example in my product, the tall posture and crossed arms comply with masculine norms.