Goffy Goff!!

GOFFMAN
The famous Goffy Goff said that ‘One common way that individuals attempt to avoid the negative identity implications of stigmatizing attribute is to identify with ones “in-group,” or with others who share the stigmatizing attributes.'

A simple way of putting this is that we join groups to gain acceptance. And this is how we as individuals either take on new ideologies, representation, mode of address and new identities. However  because of these new identites we can sometimes lose sight of the culture and values we use to have.