Assimilation is traditionally defined as the process by which a person or persons acquire the social and psychological characteristics of a group. However within the social dynamics of the post-information age, the factors that define a group, a culture, even a national identity has much wider reach and influence. We live in a hyper-connected society where we are willingly submitting to the values and opinions of the group, where our sense of personal identity and cultural values are subject to public scrutiny and constant evaluation. Our traditional sense of community has been replaced by a "hive-mind" mentality that doesn't tolerate or embrace alternative opinions, opposition and sub-cultures.

Through the use of portraiture the works explore how our own sense of personal and cultural identity is being subjected to the expectations, values and norms presented by the group / collective / "hive-mind". Through the creation of new archetypes / stereotypes it will explore the undermining of individuality, otherness, sub-cultures and traditional culture through group pressure towards a homogeneous culture and world view.