Positive and negative stereotypes– Positive Stereotypes are subjectively favourable beliefs about a group while negative stereotypes are subjectively unfavourable beliefs held about a group. 

Counter-types– When a producer tries to break stereotypes. For example changing the main signifier

Misrepresentation– When a certain group is presented in the wrong way

Selective representation -This when one group of people or things are represented more than others in order to get a message across and put an idea into peoples heads

Dominant ideology– The main idea/concept that is most widely believed by a large amount of people

Constructed reality– This is the idea that we present ourselves to others in certain ways because of the media and what we are exposed to from that

Hegemony– This is the leadership or dominance by one group over others

Audience positioning– Media places audiences in a position in the media form/text and makes them accept the dominant meaning