• Positive + negative stereotypes – A subjectively favourable belief held about a social group.  Negative stereotypes are traits and characteristics, negatively attributed to a social group and to its individual members.
• Counter-types – a positive stereotype and emphasizes the positive features about a person. An example of a countertype is that all religious people are kind.
• Misrepresentation – The action or offence of giving a false or misleading account on the nature of something
• Selective representation – The choices media producers make about how to represent particular events, social groups and ideas. Audience positioning. 
• Dominant ideology – Dominant ideologies are ideologies or beliefs that we live by in our day-to-day lives and often do not question – they have become ‘natural, common sense’ things to do. This effectively dissuades people from rebelling against these beliefs (Radical), and keeps society ‘stable’.
• Constructed reality – The theory of social constructionism asserts that all meaning is socially created. Constructed reality might feel natural, but is not and does not accurately represent society.  
• Hegemony – leadership or dominance of one group over another.
• Audience positioning – refers to the techniques used by the creator of a text to try to get the audience to understand the ideology of the text.

• Fluidity of identity – The idea that identity isn’t stuck and is/ can be fluid
• Constructed identity – our identity is made and shaped by us, those who surrounds us and any other influences
• Negotiated identity – People come to an agreement about ‘who is who’ in a relationship regarding their identities
• Collective identity – An individuals sense of beloning in a group