• Positive and negative stereotypes- A stereotype is a mistaken idea or belief many people have about a thing or group that is based upon how they look on the outside, which may be untrue or only partly true. Stereotyping people is a type of prejudice because what is on the outside is a small part of who a person is.

• Counter-types-The definition of a counter type is a positive stereotype and emphasizes the positive features about a person. An example of a counter type is that all religious people are kind.

• Misrepresentation-Something that misrepresents an idea, situation, or opinion, or the fact of a subject or person.

• Selective representation-Selective representation is when media sources specifically present a certain type of person, place, or object to influence and proclaim there opinions.

• Dominant ideology-Dominant ideology is reactionary text meaning its classifies certain things as “normal”, and is what the majority of people in the world agree on as normal.

• Constructed reality-When a media source creates there on ideal reality which isn’t the same as our own that the audience can crave.

• Hegemony-media hegemony means the dominance of certain aspects of life and thought by the penetration of a dominant culture and its values into social life.

• Audience positioning-Audience positioning concerns the relationship between the text and the responses an audience may have to that text. The producers encode the texts with signs and messages and the audience decode these messages.

• Fluidity of identity-Explains that identity isn’t fixed but dynamic and can change at any time.

• Constructed identity-Is the dominant ideology and concept of how people should act.

• Negotiated identity-Refers to an individual’s multifaceted identities of cultural, ethnic, religious, social class, gender, sexual orientation, professional, family/relational role

• Collective identity– the identity of a group