2016 - 2017
Critical discourse analysis
To understand how evolving concepts
Will generate different
Conceptions of the self
Where are our identities best expressed? Will we reach a point in time where a modified reality is normative? Would you refuse the opportunity to become the person you have always wanted to be?
Instead of naively trying to answer these questions, this project entailed an engagement with, analysis of, and critical reflection upon the key contemporary discourses on authenticity, as they are manifest in culture, to map future scenarios and
‘trends’ on identity.
A shift towards fluidity in the discourse of authenticity in gender, sexual and racial identity is generating a new structure of power and knowledge.
As technology continues to dilute the lines between physical and digital space and persona, this shift towards more fluid behaviours and attitudes will become a macro trend in other arenas, thus reshaping our conception of ourselves.
Different levels of acceptance or refusal of this shift and the technologies that bring it will generate archetypical identities, each one offering attached opportunities for new markets.