Positive and negative stereotypes – Stereotypes are things we associate with people or things and is an image that we create for these people or things; such as a male being strong and a female more weak and not so ‘out’ there. Stereotypes can be good or bad. Positive shows something good about people and negative shows something bad about people or a person.

Counter-types – Often a stereotypical character that acts against the dominant ideology of a stereotype .

Misrepresentation – Something that misrepresents an idea, situation, opinion or fact often given by a person and is presented in the wrong way.

Selective representation – When some groups of people can be/are represented in more than one way and are represented more than other groups.

Dominant ideology – The main idea or concept that is most widely believed by a large amount of people. it’s a world view that is believed by an individual, group or society that is considered to be true or important.

Constructed reality – This is where media presents things in a way that you believe is normal and the right way to be.

Hegemony – This is a way to describe people or ideas that become and seek to remain dominant in society. Leadership or dominance of a particular group over others.

Audience Positioning – This is an audience that doesn’t actively engage with a text and media places audiences in a position in the media form or text and makes them accept the dominant meaning more.