• Positive and negative stereotypes – Positive stereotypes are stereotypes that show off something good about a person. Negative stereotypes are stereotypes that show of something bad about a person.

• Counter-types – Stereotypical character that acts against the dominant ideology of a stereotype
• Misrepresentation – When a certain group is presented in the wrong way
• Selective representation – Some groups of people are represented more than other groups
• Dominant ideology – The main idea/concept that is most widely believed by a large amount of people
• Constructed reality – Media presents things in a way that you believe is normal and the right way to be

• Hegemony – Leadership or dominance of a particular group over others
• Audience positioning – Media influences the position the audience is put into, in terms of the media form