• 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 – Techniques used by a text producer to get the audience to understand the ideology of the text.