• Positive stereotypes– Positive stereotypes are traits and characteristics that are favorable.

negative stereotypes– Negative stereotypes are traits and characteristics that are unfavorable.

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

• Misrepresentation– the action or offence of giving a false or misleading account of the nature of something

• Selective representation– When a group of people are more represented than others, this is used to push forward the idea.

• Dominant ideology– dominant ideology denotes the attitudes, beliefs, values, and morals shared by the majority of the people in a given society.

• Constructed reality– The belief that we act and behave in a certain due to the influence media has on us.

• Hegemony– media hegemony means the dominance of certain aspects of life. The dominance a group has over other groups.

• Audience positioning–