• Positive and negative stereotypes– an fixed idea of a specific group of people which has negative or positive connotations.
• Counter-types– opposite to stereotypes/ dominant ideology.
• Misrepresentation– incorrect information representing a figure.
• Selective representation– selective people/groups represented in main media
• Dominant ideology– beliefs that support popular theories and ideas.
• Constructed reality– a reality which is made by the mass media and society.
• Hegemony– the leadership from a group over another group of people.
• Audience positioning– what the creator of the media wants the audience to feel about that piece of media.

• Fluidity of identity– identity is malleable and able to be changed
• Constructed identity– forming of a persons identity by the cultural beliefs in society.
• Negotiated identity– changing someones identity by the use of cultural beliefs and mass media.
• Collective identity– an identity of a group which influences someones personal identity.