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This study discusses netnographic findings involving 472 YouTube postings categorised to identify themes regarding consumers' experience of music in advertisements. Key themes relate to musical taste, musical indexicality, musical repetition, and musical authenticity. Postings reveal how music conveys individual taste and is linked to personal memories and Heidegger's coincidental time where moments of authenticity may be triggered in a melee of emotions, memories and projections.Identity protection is enabled as consumers frequently resist advertisers' attempts to use musical repetition to impose normative identity. Critiques of repetition in the music produce Heideggerian anxiety leading to critically reflective resistance. Similarly, where advertising devalues the authenticity of iconic pieces of music, consumers often resist such authenticity transgressions as a threat to their own identity. The Heideggerian search for meaning in life emphasises the significance of philosophically driven ideological authenticity in consumers' responses to music in advertisements.

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Purpose -The orthopaedic consultants at East Kent Hospitals NHS Trust had questioned whether the Extended Scope Practitioners (ESPs) and consultants were forming a comparable diagnosis and treatment plan. This audit aims to identify what percentage of patients received a comparable diagnosis from the ESPs and the orthopaedic consultant and to find out what percentage of patients referred from the ESP to the orthopaedic consultant for a surgical opinion underwent surgery. Design/methodology/approach -The medical notes of a sample of patients from the ESP clinic who had been referred to the orthopaedic consultant were reviewed retrospectively and the following information was documented in a table: the ESP's diagnosis, the consultant's diagnosis and whether the patient underwent surgery. Findings -The audit found a 31 per cent partially and 65 per cent fully comparable diagnosis rate between the consultant and the ESPs, and the ESPs predicted which patient would undergo surgery in 86 per cent of cases. The results of this audit compared favourably with the benchmarks set. Practical implications -Audits such as this will hopefully help improve consultant, ESP, manager and patient confidence that the ESP is a valuable and effective member of the orthopaedic team. Originality/value -A search for papers relating to ESP services on the healthcare databases AMED, BNI, CINAHL and MEDLINE found a number of articles which have reported on audits of ESP services but to date not with regard to shoulder problems. The paper may encourage other clinicians to do similar audits, supporting the expansion of ESP services within the NHS and ultimately improving patient care.