- POSITIVE STEREOTYPES – A well known belief held against a specific group that is favorable.
- NEGATIVE STEREOTYPES – An assumption of a group that reflects negatively upon them.
- Counter-types – A sign which challenges the regulations and expectations of society.
- Misrepresentation – Giving a false or misleading account of the nature of something.
- Selective representation – When certain groups are chosen to be more represented than others.
- Dominant ideology – Values, attitudes and beliefs shared among groups, individuals and societies.
- Constructed reality – the way we present ourselves to other people is shaped partly by our interactions with others, as well as by our life experiences
- Hegemony – leadership or dominance, especially by one state or social group over others.
- Audience positioning – 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 – Identity is not biological and is not fixed.
- Constructed identity – Any attempt to create or enhance views about oneself.
- Negotiated identity – Chosen identity, decide for your self.
- Collective identity – Join with other people to create a group and a ‘collective identity’ eg. Fandom
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