You may see a group of teenagers that have a collective identify as they have similar interests for example make up, clothes therefore will target certain shops like high street brands such as Superdrug or 17 Cosmetics located in Boots as they are making a statement as certain groups would like to wear certain make up where as other groups may have interests in Heavy Metal music. This all impacts our individual, group and collective identities.
The Socialist Erving Goffman (1959) has assessed people’s everyday behaviour and feels that in life people will project what they want other people to see about them without them saying anything to show a certain identity you would be able to tell by someone’s identity if they work for a Supermarket Chain such as Sainsbury’s, Tesco and Asda as their uniform is branded where as some people may be proud to work for these kind of organisations where as others may not be. (Taylor, 2009, P. 172)
Jonathan Raban visited New York in the 1980’s and he noticed how people would have negative things to say about people that live on the streets, mental illness, drug and alcohol dependency. As other people are unable to tell your identity by looking at you but they make an assumption based on how you are dressed, what you are doing, your body language, if you are clean shaven in addition to how you conduct yourself. Is this right for other people to make these assumptions, no of course its not but as a society this is what people think and some of us naturally assume that person we see with a bottle of whisky in their hand is because